Las Vegas has welcomed 2 million fewer visitors this year, with July visitation decreasing by 12%, the lowest since 2002. But despite the slow tourism seasons, strip gaming revenue has remained somewhat stable, and local gaming executives and tourism officials remain positive heading into the fall, according to the Las Vegas Business Press.
Key Takeaways
- Las Vegas visitation is down 8%, though Strip gaming revenue remains steady.
- Leaders, such as Bill Hornbuckle and Derek Stevens, oppose the "Vegas is dead" narrative, highlighting strong weekend revenues and price adjustments.
- A $35-million ad campaign, fall sports, and a booming convention calendar are expected to restore momentum.
Industry leaders insist the downturn is not a collapse. Circa Resorts CEO Derek Stevens and MGM Resorts CEO Bill Hornbuckle say this perception has gotten ahead of reality. Hornbuckle highlighted 98% weekend occupancy and robust group bookings through 2027 as evidence of Vegas' resilience.
“I also think that there is less reason to be concerned than the numbers may suggest,” said Amanda Belarmino, an assistant professor at UNLV’s William F. Harrah College of Hospitality, per the Las Vegas Review-Journal. “Let’s remember that 2024 had a lot of unusual demand drivers. We were a swing state and saw a lot of visitation in the summer related to the election. The Aces were making a championship run. ... The relatively strong gaming numbers, which is the most profitable part of a casino, indicate to me that we have less reason to be concerned and that this may be more of a temporary dip.”
The Las Vegas Convention and Visitors Authority (LVCVA) has launched a $35-million national campaign, including NFL ad spots and major-market billboards, to help reverse the trend. Officials expect visitation to rebound with the return of NFL games, major fights, and a packed convention calendar.
Las Vegas resorts under fire as tourism slumps
While visitation in Las Vegas is down 8% year-over-year, industry experts are questioning whether high resort fees discourage tourists. Despite calls from tourism consultants for a fee moratorium, only Resorts World has temporarily dropped them. Major operators like MGM Resorts and Caesars have stayed silent.
Tourism executives argue that rising prices for basic amenities, such as $55 nightly fees for Wi-Fi and pool access, aren't being matched by service quality.
July marked the second straight visitation decline, while occupancy and room profitability have also dipped. Although fall bookings and convention traffic are promising, some experts believe the city must act fast to restore its image as a good-value destination.
LVCVA’s ‘Welcome to Fabulous’ campaign faces mixed reception
The LVCVA's new $35-million “Welcome to Fabulous” ad campaign spotlights the city’s iconic sign and aiming to revive tourism.
The campaign includes purple lighting across the Strip, a 60-second NFL ad, selfie zones at Harry Reid Airport, and 3D billboards in Times Square.
However, backlash erupted online, with critics calling the ad outdated and tone-deaf to visitor concerns like high resort fees and inflated prices. LVCVA CEO Steve Hill defended the campaign, saying more components are coming and that Las Vegas remains a top-value destination. Hill also noted that while fees may not vanish, transparency is improving under new FTC regulations. The campaign underscores Las Vegas’ effort to reinvent itself amid shifting visitor expectations.
