Las Vegas tourism has been facing challenges, but recent data indicates a resurgence. According to Priceline, Las Vegas ranked as the top U.S. destination for the biggest year-over-year increase in searches for September, surpassing Orlando and New York.
In July, the city welcomed 2.7% more visitors compared to the same month last year, as reported by the Las Vegas Convention and Visitors Authority (LVCVA). Although this marks a partial recovery after a 12% drop in visitation in July 2025, challenges remain.
Hotel occupancy rose by 1.1 percentage points year-over-year to 77.2%, yet convention attendance fell by 5.6%, indicating a mixed recovery. Rising costs, such as a $26 minibar bottle of water at Aria, have drawn criticism from tourists who feel the city’s expenses are excessive.
Las Vegas is still striving to reach pre-pandemic tourism levels. In 2025, the city welcomed 38.5 million visitors, which was a 7.5% decrease from 2024, and spending dropped to $50.8 billion from $55.1 billion. LVCVA President and CEO Steve Hill reported that annual visitor volume remains 10% below the 42.5 million figure from 2019.
One major challenge is the decline in Canadian travelers, historically a significant market for Las Vegas. Canadian visitation has decreased by about 30% from 2019 levels, combined with a 20% increase in airfare to and from the city.
Visitor demographics have also shifted, with wealthier individuals now making up a large portion of tourists. In 2025, 75% of visitors earned $100,000 or more, and 44% earned $150,000 or more. However, visitation among those aged 21 to 29 has dropped by more than 10% since 2022.
Luxury travel has become a major part of Las Vegas’s strategy. Gaming is no longer the primary revenue driver; instead, premium room rates, luxury dining, nightlife, entertainment, retail, and large-scale events have grown in importance.
Las Vegas is focusing on attracting wealthy guests through enhancements like lavish restaurants, upgraded hospitality packages, and high-profile events such as the Formula 1 Las Vegas Grand Prix.
Live entertainment remains a key attraction, with the Sphere grossing $379 million from 1.7 million tickets sold in 2025, making it the highest-grossing arena globally.
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