The next frontier in Nevada tourism: Food, farming, and festivals

By Amy Groves  

Nevada News and Views

Nevada isn’t just about Las Vegas lights or Lake Tahoe views. Our state has small towns with big character, and leaders are now saying that rural tourism is one of Nevada’s best untapped treasures.

That was the message at the Northern Nevada Development Authority’s panel on August 21 in Minden. The discussion, called “Leveraging Tourism to Boost the Local Economy,” brought together business leaders, chefs, nonprofit directors, and state officials.

Their focus: how to make sure Nevada’s tourism dollars don’t just stop in Reno or Vegas, but reach every corner of the state.

“Open for Business”

Lt. Gov. Stavros Anthony, who also chairs the Nevada Commission on Tourism, said Nevada’s culture and wide-open spaces offer a different kind of tourism that’s just as valuable as the Strip.

“We’re always talking about diversifying the economy,” Anthony said. “You go to Northern Nevada and it is exploding with non-tourism companies that are coming, primarily from California … they’re coming to Nevada where we are open for business.”

That “open for business” line has become a clear difference between Nevada and our neighbors. While California piles on regulations and taxes, Nevada is drawing in new companies and visitors. Tourism is still king, but it’s also a gateway to attracting other businesses that create long-term jobs.

According to the Nevada Resort Association, the tourism industry generated about $100 billion in 2024. It supported 437,000 jobs and poured $2.4 billion into state coffers through gaming, entertainment, and room taxes.

That means better roads, more schools, and stronger public safety — if the money is managed wisely.

Beyond the Bright Lights and Big Cities

One of the strongest voices at the panel was Chef Mark Estee, who has run restaurants in Washoe County and Carson Valley for nearly three decades. He pointed out that rural towns don’t need to copy Las Vegas. Instead, they can use food, farming, and hospitality to create their own unique draw.

“Even in rural places now, in Nevada, we have a couple of little spots that are like hidden gems,” Estee said. “There’s really cool food to be found everywhere.”

That’s a big deal for families and small business owners. When tourists visit a ranch for cowboy poetry in Elko or eat at a family-owned bistro in Gardnerville, that money stays local. It supports the community instead of just flowing into big hotel chains.

Preserving History, Building Community

For Jen Tune, who runs Main Street Gardnerville, tourism is about more than dollars; it’s about pride.

Her nonprofit has helped restore historic buildings, raised funds for downtown events, and even set up a program where shop owners can apply for grants to improve their storefronts.

“You learn the stories about your downtown,” Tune said. “You create a colorful, vibrant place that people want to come visit. And if you think about it, it’s as simple as creating the longest dinner table ever where everybody has a seat.”

Gardnerville is now the first Nevada town recognized by Main Street America, a national program that honors communities working to keep their history alive while growing local businesses.

Infrastructure and Innovation

Chris Reilly, now working in Gov. Joe Lombardo’s office, reminded the panel that roads, airports, and technology matter just as much as restaurants and museums.

Before joining state government, Reilly worked at Tesla’s Gigafactory near Reno. He said apps and tools like Airbnb’s new “experiences” feature can connect small-town shops and guides to global customers looking for something authentic.

“It’s doing things at the lake that we didn’t know existed,” Reilly said, pointing to kayaking as an example. “And so, for small businesses, we can also put our experiences out there.”

Free Markets, Strong Communities, Bright Future

Critics argue Nevada should spend less on promoting tourism and more on “equity” projects or environmental restrictions, but that thinking ignores how tourism is already lifting up everyday Nevadans.

A strong tourism economy creates jobs, funds schools, and keeps rural towns alive.

From Ely to Elko, from cowboy poetry to Carson Valley cooking, Nevada proves that pride in local traditions can drive global success. When government stays out of the way and lets businesses and communities lead, Nevada wins.

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Amy Groves is director of the Coalition for Housing Freedom. You can contact her at amy@nevadasfinestproperties.com.