The head of the Las Vegas tourism agency is optimistic about a rebound and taking steps to boost visitation after a 12% decline in tourism in July.
Steve Hill, CEO of the Las Vegas Convention and Visitors Authority, held a press conference after the LVCVA reported about 400,000 fewer visitors in July than in July 2024. For the year, visitation is down 8% or two million visitors, sparking the national and international narrative of what’s wrong with Las Vegas.
Hill has attributed the dropoff to the economy and people’s personal financial situations causing a pull back on spending. He also cited a 25% decline in Canadian visitation.
The LVCVA issued talking points Friday, saying despite the decline, Las Vegas’s occupancy rate of 81.1% was the highest in the country for its 150,000 rooms compared to 63.1% for the U.S.
While the summer months traditionally see lower demand than spring and fall peaks, 2025 has been a slower summer than normal, the LVCVA said in its write up. It cited consumers “navigating the unclear impacts of evolving federal policies and value-conscious travelers scaling back trips.” When consumer confidence dips, travel spending does too, particularly among price sensitive consumers, it noted.
“The core issue in the general downturn in tourism across the United States remains consumer sentiment,” Hill said. “Las Vegas is a discretionary destination, particularly when we don’t have meetings in the summer and appointment visitation, like your football or hockey team playing. The return of that in the fall is one of the reasons for our optimism.”
Resort partners are seeing improvement in bookings for the fall and leading into 2026, Hill said.
Hill said. “As we move into September, the sports and meeting agendas get stronger,” Hill said. “Two weeks from now we have the Canelo-Crawford fight on Saturday and Raiders game on Monday. Those two will start to make a difference.”
Hill dismissed negative headlines that paint the demise of Las Vegas as a tourist destination. Convention business is up 2.1% over the year and over the next 16 months, the schedule is the strongest it’s ever been in the city’s history.
“I’m betting on Vegas. Las Vegas is still the Entertainment Capital of the World. We’re all confident in the future of this city. We’ve met over the last couple of weeks with virtually every property and we’re excited about what we’re hearing. The city is taking steps to address (the downturn).”
The LVCVA’s fact sheet described the city’s range of experiences enjoyed on nearly every budget and that value remains a part of Las Vegas’s narrative. Resort partners listen closely to guest feedback and respond and make adjustments.
“It’s clear that value has been a concern,” Hill said. “We and the resorts are aware of that. They’ve already taken steps to address that concern and they’ll take more. That’s why after meeting with many of the properties in town, we’re optimistic.”
The LVCVA is using the web and social media to highlight the deals and spotlight the properties, which Hill said they do all the time. The LVCVA has encouraged properties to let the tourism agency know what deals they’re offering, so the they can post them.
The LVCVA cited Resorts World; it’s offering complimentary parking and waiving resort fees through the Sept. 10. The Sahara has free parking, free late check out, and free room upgrades for select stays through early January. A Downtown Grand package 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 Dec. 29.
Hill doesn’t see resort and parking fees as being obstacles to visitation, but acknowledged properties that have made reductions during the downturn have seen it work.
“When you do real math, Las Vegas is a bargain. I’ve been across the country on trips over the last couple of months and pay close attention to what other locations charge,” Hill said. “Resort fees are now transparent on every quote. Everybody knows what they’re buying. I’ve parked a car in a couple of destinations lately and we don’t charge anywhere near what other destinations charge. If you compare, Vegas is still a bargain.”
According to Hill, it’s wrong to say there are no deals. The city reinvents itself on a regular basis due to competition. Every property, however, addresses it in a different way.
“Those differences are what makes Las Vegas great. You can find fantastic deals on rooms and food packages. Those deals continue to grow. The resorts are aware of (sticker shock) and you’ll see that addressed.”
Forgotten in the discussion about Las Vegas tourism are the gaming revenue numbers, Hill insisted.
On Friday, the Nevada Gaming Control Board reported Strip casinos in July brought in $749 million in gaming revenue, a 5.6% year-over-year increase. For the year, Strip gaming revenue is up .16%.
“Our gaming revenue for the month and year pretty strong. It’s not following the visitation drop, which is great for the properties and state revenue. I know the properties are working to make sure it hangs in there.”
Hill also addressed the importance of attracting the younger generation to Las Vegas; once people in their 20s are exposed to the city, they’ll keep coming back. National headlines that Las Vegas has nothing to offer to Millennial and younger generations are impacting visitation.
“It’s just not true,” Hill said. “Those kinds of broad statements feel like bait and not journalism. The average age prior to COVID has gone from 46 to 43 now. Our visitation is getting younger and not older. I don’t know where that comes from. It’s an inaccurate headline.”