The melting pot of Las Vegas: a unique cultural mix creates new opportunities for travel to the city. (Destination: Las Vegas).(The growth of Hispanic, African-American and Asian populations in the country)

Travel Agent, April, 2003 by Weiss, Elizabeth

With the results of the latest U.S. census came a shift in marketing efforts for the entire travel industry. The growth of Hispanic, African-American and Asian populations in the country (and their correlative climb up the economic ladder) gave industry professionals pause: Were they doing enough to target potentially lucrative markets? And if not, what kinds of changes should they make?

Like other U.S. destinations, Las Vegas has struggled with this question. Visitation by nonwhite travelers to Las Vegas is on the rise, says Roosevelt Toston, manager of diversity marketing for the Las Vegas Convention and Visitors Authority (LVCVA)--a finding that dovetails with similar trends seen in other U.S. destinations. The number of African-American travelers to Las...