City's tourism leader places wager on swift tourism revival in Las Vegas
Las Vegas Bounces Back: A City of Value and Experiences for All
Las Vegas, the city of lights and entertainment, continues to thrive as a destination that offers experiences on nearly every budget, according to the Las Vegas Convention and Visitors Authority (LVCVA). Despite a slight decline, the city's occupancy rate of 81.1% for its 150,000 rooms remains the highest in the country, outshining the national average of 63.1%.
In an effort to attract a younger demographic and counter an 8% decline in visitation, the LVCVA launched the "Welcome to Fabulous Las Vegas" campaign in September 2025. This campaign, which featured a 60-second NFL season opener commercial, billboards, airport activations, and promotional events, aimed to highlight Las Vegas as a destination with experiences for all budgets and tastes.
The average age of visitors has dropped from 46 to 43 years old, indicating a shift towards a younger demographic. This demographic shift is reflected in the various deals and offers being provided by resorts and hotels. For instance, the Sahara offers free parking, free late checkout, and free room upgrades for select stays through early January. Resorts World is offering complimentary parking and waiving resort fees through September 10.
The Downtown Grand offers a package that includes $25 in daily dining credits, $40 in free slot play per day, no resort fee, early check-in, and complimentary upgrades. The Strat features $49 rooms midweek and $99 rooms for the weekend with taxes and fees included, valid through December 29.
Steve Hill, CEO of the LVCVA, emphasizes the importance of attracting the younger generation to Las Vegas. He attributes the decline in tourism to the economy and personal financial situations causing a pullback on spending, as well as a 25% decline in Canadian visitation. However, he remains optimistic about a rebound in tourism, citing the return of sports and meeting agendas in the fall as one of the reasons for their optimism.
Convention business is up 2.1% over the year, and the schedule for the next 16 months is the strongest it's ever been in the city's history. This growth, coupled with the various deals and offers available, suggests that Las Vegas continues to be a vibrant and attractive destination for tourists.
Despite national headlines suggesting that Las Vegas has nothing to offer to Millennial and younger generations, Hill asserts that these claims are inaccurate. The LVCVA is working diligently to counter these perceptions and showcase the city's diverse range of experiences and value for all budgets.
Resort partners are also seeing improvement in bookings for the fall and leading into 2026. For the year, Strip gaming revenue is up 0.16%. While visitation to Las Vegas is down 8% or two million visitors for the year, the LVCVA is working to reverse this trend and maintain Las Vegas's status as a premier tourist destination.
In July 2025, the LVCVA reported 400,000 fewer visitors compared to July 2024. However, Strip casinos in July brought in $749 million in gaming revenue, a 5.6% year-over-year increase. This suggests that despite the decline in visitation, those who are visiting are spending more.
In conclusion, Las Vegas continues to offer a wide range of experiences on nearly every budget. The city's efforts to attract a younger demographic, coupled with the various deals and offers available, make it an attractive destination for tourists. Despite a slight decline in visitation, the city's occupancy rate remains the highest in the country. The LVCVA is working diligently to counter negative perceptions and maintain Las Vegas's status as a premier tourist destination.
