The Nevada Commission on Tourism was created in 1983 at the proposal of Governor Richard H. Bryan with the intent of diversifying the state’s gaming-based economy. The general goal was to create a more stable economic base in local communities in terms of economic development and to develop Nevada as a business and pleasure destination.

As such, rural counties were divided into territories with the purpose of tourism promotion. Five are designated geographically by location and one – Indian Territory – is cultural.

The six territories are: Cowboy Country, across northern Nevada; Pony Express Territory, across the U.S. Highway 50 corridor; Reno-Tahoe Territory, along the northwestern section surrounding Lake Tahoe; Nevada Silver Trails, in south-central Nevada, Las Vegas Territory in the far south portion of Nevada; and Indian Territory, which covers the entire state.

In each territory, representatives from private and public sector tourism businesses and agencies have formed a nonprofit territorial committee that oversees promotional efforts in the region. The chairperson of each committee serves on the Territory Advisory Committee, which reviews the recommendations by Nevada Division of Tourism staff for grants.

Explore Nevada’s Tourism Territories

Tourism In Your Territory

Select a “Territory” on the map to learn how tourism benefits all of Nevada’s regions.

Cowboy Country

The Old West is still alive in northern Nevada, where cowboy traditions and Chinese customs meet Basque and American Indian culture. This is where the blue sky is interrupted only by the dramatic peaks of the Ruby Mountains. Where the people you meet are real, miners and cowboys cut from real cloth. This, is Cowboy Country.

Cowboy Country includes Battle Mountain, Carlin, Denio, Elko, Gerlach, Jarbidge, Jackpot, Lamoille, Lovelock, McDermitt, Owyhee, Unionville, Wells, West Wendover and Winnemucca.

Read more about this territory, or learn how to become a member here.

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On the western edge of Nevada, visitors will find a juxtaposition of indoor versus outdoor, past meeting present. The glitter of casinos reflects the glimmer of Lake Tahoe, and the metro flavor of Reno vies with Virginia City’s 1800s Comstock Lode. The state’s history is also felt in the capital Carson City, and throughout the Carson Valley.

Reno-Tahoe includes Carson City, Carson Valley (Gardnerville, Genoa, Minden), North Lake Tahoe (Incline Village and Crystal Bay), South Lake Tahoe (Stateline), Pyramid Lake, Reno, Sparks, Topaz Lake, and Virginia City.

Learn more about this territory, or visit for member info.

Pony Express Territory

There isn’t much traffic driving across the mountain passes and the sagebrush-covered valleys of Nevada’s north central region. In fact, U.S. 50 from Fernley to Ely was designated as “The Loneliest Road in America” by a Life magazine article published 30 years ago. Today, visitors can earn a certificate proclaiming they “survived” the Loneliest Road once they earn stamps from the towns along this route, that roughly follows the old Pony Express Trail across the state.

Towns included in Pony Express Territory are Austin, Baker, Ely, Eureka, Fallon, Fernley, McGill and Silver Springs.

Read more about this territory or visit for membership information.

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Nevada Silver Trails


Much of Nevada looks just as it did when the pioneers traveled west more than a century ago. The only additions to the mostly unchanged landscape are the trails that crisscross the topography, offering an opportunity to get out and explore the region. This is Nevada Silver Trails, and it draws upon our collective adventurous spirit, where solitude reigns supreme. The largest region’s moniker is a nod to the state’s lucrative silver mines that boomed in the early 1900s and faded away as quickly as they came.

Nevada Silver Trails includes Alamo, Amargosa Valley, Ash Springs, Beatty, Belmont, Caliente, Gabbs, Goldfield, Hawthorne, Pahrump, Pioche, Rachel, Rhyolite, Round Mountain, Tonopah and Yerington.

Read more about this territory or visit for membership information.

Las Vegas

Towering peaks, breathtaking vistas, a wild rushing river… not exactly what comes to mind when you think of Las Vegas? While Las Vegas brings to mind gaming and world-class entertainment, the territory is filled with other shopping and dining pleasures, cultural treasures, and outdoor recreational opportunities.

Las Vegas Territory includes Blue Diamond, Boulder City, Cal Nev Ari, Henderson, Indian Springs, Jean/Goodsprings/Primm, Las Vegas, Mesquite, North Las Vegas, Overton and the Moapa Valley, and Searchlight.

Read more about the offerings in this territory or visit for membership opportunities.

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Indian Territory

The entire state of Nevada is known as Indian Territory, and no wonder. Nevada’s Indian Territory is rich and robust in Western heritage representing 32 active American Indian communities throughout the state. Home to four major American Indian tribes — the Washoe, Northern Paiute, Southern Paiute and Western Shoshone — who all feel a deep connection to the environment and all its gifts, Nevada’s tribes sustained their ethnic identity longer than in other areas because it took longer for Euro-Americans to settle there.

Read more about Nevada’s Indian Territory here.