Younger gamblers eschew the Las Vegas casino scene, challenging its traditional culture
Las Vegas Faces Challenges in Attracting Younger Generations
Las Vegas, once a bustling hub of tourism and entertainment, is experiencing a notable decline in visitor numbers, with a 7.3% drop in the first half of 2025 compared to last year. This downturn, particularly affecting younger generations, is due to a combination of factors including economic constraints, lower international tourism, shifting spending habits, and changing cultural preferences.
One of the significant obstacles is the rising costs associated with travel, accommodations, and entertainment. According to a survey, approximately 70% of Americans who chose not to travel cited the expense of everyday life as a key factor [4]. The average daily room rate in Las Vegas has lowered to $163.64, down 6.6%, but for many potential visitors, this might still be a prohibitive cost [1].
The decline in international visitors also contributes to the overall decrease in visitor counts and business for casinos and hotels. International tourist arrivals have decreased significantly, with more than a 13% drop in June 2025 [3][5].
Las Vegas heavily relies on discretionary spending, which is currently on the decline. Wealthier travelers continue to visit, but lower-income brackets—often including younger visitors—are cutting back [4]. Furthermore, changing social preferences and engagement seem to be playing a role. Anecdotal reports from social media reveal perceptions of empty casinos and less vibrant scenes, which may discourage younger tourists seeking livelier nightlife or unique experiences [2].
The Vegas marketing image, centered on slots and showgirls, does not appeal to young people who have multiple options to gamble on their phones. Robby Starbuck, a conservative activist, stated that nearly everyone under 40 who bets does so online [6]. He also suggested that generational differences and a preference for online experiences could be contributing to the decline in Las Vegas' popularity [7].
To win with young people in the future, Las Vegas needs to transition to a must-see destination that feels like the future. Social media users have called out high prices for dining and parking as reasons for staying away from Las Vegas [2]. Therefore, addressing these costs could be a step towards attracting more younger visitors.
The U.S. online gambling market in 2024 was estimated at $12.68 billion, indicating a growing preference for online experiences [8]. As Las Vegas grapples with these challenges, it becomes increasingly clear that adapting to the preferences and needs of younger generations will be crucial for its future success.
References: [1] Las Vegas Sun. (2025). Las Vegas tourism hits dramatic low in June. [online] Available at: https://lasvegassun.com/news/2025/07/15/las-vegas-tourism-hits-dramatic-low-in-june/
[2] Vegas Inc. (2025). Younger tourists are staying away from Las Vegas. [online] Available at: https://vegasinc.com/news/2025/07/younger-tourists-are-staying-away-from-las-vegas/
[3] Review Journal. (2025). Las Vegas Convention and Visitors Authority reports June visitor stats. [online] Available at: https://www.reviewjournal.com/business/tourism/las-vegas-convention-and-visitors-authority-reports-june-visitor-stats-2504891/
[4] CNBC. (2025). Americans are cutting back on travel this summer. [online] Available at: https://www.cnbc.com/2025/07/01/americans-are-cutting-back-on-travel-this-summer.html
[5] Statista. (2025). Number of international tourist arrivals in Las Vegas, Nevada from 2019 to 2025. [online] Available at: https://www.statista.com/statistics/1157526/number-of-international-tourist-arrivals-in-las-vegas-nevada/
[6] Fox News. (2025). Conservative activist: Nearly everyone under 40 who bets does so online. [online] Available at: https://www.foxnews.com/media/conservative-activist-nearly-everyone-under-40-who-bets-does-so-online
[7] NPR. (2025). Robby Starbuck: Why I don't see myself visiting Las Vegas again. [online] Available at: https://www.npr.org/2025/07/05/1281493166/robby-starbuck-why-i-dont-see-myself-visiting-las-vegas-again
[8] Grand View Research. (2024). U.S. online gambling market size was valued at USD 12.68 billion in 2024. [online] Available at: https://www.grandviewresearch.com/press-release/global-online-gambling-market
- To cater to younger generations, Las Vegas might need to shift its focus from traditional casino-culture entertainment towards health-related activities, considering the declining popularity of casinos among the digitally-inclined younger demographic.
- Given the growing preference for online experiences, Las Vegas could potentially capitalize on the US online gambling market, estimated at $12.68 billion in 2024, as a means of attracting a wider, more contemporary audience.
- As part of its transition into a trendier destination, Las Vegas could consider reducing costs associated with dining and parking, keeping in mind feedback from younger tourists who highlight these expenses as deterrents to visiting.
