Rafael Villanueva is an accomplished tourism executive with a proven record in destination marketing, international business development, and strategic leadership.

As Chief Executive Officer of Travel Nevada, he oversees the state’s tourism marketing, destination management, and industry development initiatives. His leadership includes managing grant programs and building partnerships that strengthen Nevada’s position as a premier travel destination. He believes tourism benefits all Nevadans by creating jobs, supporting businesses, and enriching communities statewide.

Recognized nationally, Rafael was appointed to U.S. Travel and Tourism Advisory Board (TTAB), where they advise the Secretary of Commerce on policies and initiatives shaping America’s travel economy.

With nearly three decades in the industry, he has deep experience in strategic planning, market expansion, and stakeholder engagement. Previously, as Senior Director of Global Development at the Las Vegas Convention and Visitors Authority (LVCVA), he managed 15 international offices across 40 countries, driving visitation and economic impact for Las Vegas.

Rafael is actively engaged with key industry organizations, including the International Inbound Travel Association, Western States Tourism Policy Council, and U.S. Travel Association’s National Council of State Tourism Directors. These roles give him a broad perspective on national and regional tourism priorities.

A passionate advocate for tourism’s role in economic growth, Rafael speaks frequently at industry events and conferences. He holds a Bachelor of Arts in Communication from the University of Nevada, Las Vegas. His focus on innovation, sustainability, and collaboration continues to shape the future of travel and tourism.