Rafael Villanueva, deputy director of the Department of Tourism and Cultural Affairs and chief executive of Travel Nevada, told the Joint Subcommittee on General Government that Travel Nevada has expanded beyond promotions to include destination development and a rural‑focused grant and cohort approach known as 3D.

Villanueva said the 3D development cohorts have worked in Lincoln County, White Pine County, Virginia City, Carson Valley, Carson City and are expanding to Walker River Conservancy and the Sutro Tunnel. He told the committee the program helps small towns “attract visitors, diversify their economies, and showcase Nevada's unique cultural and natural assets.”

On oversight, Villanueva said Travel Nevada’s grants team follows up with cohort communities and requires reports and receipts for federally funded portions. “Our team goes out there … filling out the reports getting the receipts of what has been spent so we can then pay down, the dollars and receive those from from the federal grant,” he said. Committee members raised concerns that some municipalities were not spending awarded funds; Villanueva said staff follow up and said Travel Nevada had already paid communities 50% of some funds and is accountable for federal reporting.

Villanueva said Travel Nevada works closely with the lieutenant governor, who chairs the division’s commission, and that most promotion is done through Travel Nevada rather than the lieutenant governor’s office. He also confirmed the agency’s primary marketing contract is with an in‑state firm identified in testimony as the Estapona Group.

On inclusion, Villanueva and Thielen said the department supports local partners and the State Historic Preservation Office in capturing diverse local histories for marketing; officials noted limitations in resources and said the department depends on local DMOs and community partners to surface stories Travel Nevada can promote.

No formal action was taken; the subcommittee moved to the next account after questions and answers.