LAS VEGAS — The vibrant city of Las Vegas is pointing the spotlight back on its tourism offerings despite facing a recent dip in visitor numbers. According to Steve Hill, the CEO of the Las Vegas Convention and Visitors Authority (LVCVA), the narrative that Las Vegas has priced out regular travelers is being challenged. He emphasized that while July saw a decline in visitor counts, the city remains competitive across different price ranges.
In a statement to reporters, Hill acknowledged the 12% drop in visitors year-over-year, with approximately 3.1 million people exploring the city in July alone. He noted, “We’re not happy with the downturn, but the city’s taking steps to address that.” With fluctuating monthly figures, he assured the public that Las Vegas continues to cater to both budget-conscious tourists and high rollers alike.
Convention attendance has also shown volatility, dipping approximately 10% in June, but experiencing a rebound with a 10% increase in July. Hill pointed out that although the meetings sector is stabilizing, the outlook for bookings over the next 16 months remains remarkably promising.
As concerns about add-on fees continue to surface on social media, Las Vegas resorts are actively innovating their promotional strategies. Initiatives include various incentives to attract tourists: Resorts World has temporarily waived resort fees and paid parking until September 10, while the Sahara Las Vegas Hotel offers complimentary parking, late check-outs, and room upgrades for select stays. The Downtown Grand Hotel has been bundling dining credits, free slot play, and has eliminated resort fees, showcasing a strategic shift toward providing perceived value to visitors.
Hill also addressed the issue of value perception among travelers. “The idea that generally Las Vegas is not a value, that it is overpriced, I don’t think our customers are doing math when they are concerned about a specific issue,” he explained. He clarified that concerns often arise from specific pain points rather than an overall disregard for Vegas’s affordability, urging visitors to consider the full picture when evaluating costs.
International travel dynamics show a mixed picture, with visitor traffic from Canada declining by about 18%, attributed to political tensions and tariffs. Conversely, tourism from Mexico, the United Kingdom, and Australia is on the rise, aided by increasing flight availability into Las Vegas. Hill highlighted concerns regarding a $250 U.S. visa fee for travelers from non-waiver countries and the additional costs faced by families, noting that such fees can exceed $1,000 for a family of four. He argued that these factors suppress international demand for travel to Las Vegas.
Despite the overall downturn in visitor numbers, Nevada’s gaming revenue remains buoyant. In July, casinos across the state retained $1.36 billion from gamblers, marking a 4% increase compared to the previous year. The Las Vegas Strip was a significant contributor to this growth, raking in $749 million—a 5.6% increase—while downtown locations observed a 3.6% increase in revenue.
Looking ahead, Hill sees promising signs for the fall season with a packed events calendar and robust bookings through December. “Don’t believe the narrative,” he urged, as he remains optimistic about Las Vegas’s ability to provide a competitive and appealing destination for all travelers.