Las Vegas Tourism Shows Rebound Amid High Prices and Shifting Demographics
Visitor numbers are up, but the city faces challenges from rising costs and fewer younger travelers.
Las Vegas is experiencing a resurgence in tourism, with recent data indicating a rebound in visitor numbers and increased interest from travelers, despite persistent high prices. In July, the city welcomed 2.7% more visitors compared to the same month last year, a partial recovery after a 12% decline in July 2025. Las Vegas also topped Priceline's list for the biggest year-over-year increase in destination searches for September.
Hotel occupancy in July rose slightly to 77.2%, though convention attendance saw a 5.6% decrease, according to the Las Vegas Convention and Visitors Authority (LVCVA). The city's efforts to rebrand as a luxury destination, with higher prices for rooms, dining, and entertainment, have coincided with these shifts.
Despite the positive trends, Las Vegas has not fully recovered to pre-pandemic tourism levels. In 2025, visitor volume was approximately 10% below the 42.5 million recorded in 2019. A significant factor contributing to this gap is the decline in Canadian travelers, historically the largest international market for Las Vegas, which is down about 30% from 2019 levels. Airfare to and from the city has also increased by more than 20% in recent months.
The demographic of Las Vegas visitors is also changing. In 2025, 75% of visitors earned $100,000 or more annually, and 44% earned $150,000 or more. Concurrently, visitation among tourists aged 21 to 29 has decreased by over 10% since 2022. Experts note a shift in revenue drivers, with a greater emphasis now on premium room rates, luxury dining, nightlife, retail, and large-scale events, rather than solely on gaming.
This evolution is exemplified by attractions like The Sphere, which grossed $379 million in 2025, becoming the world's highest-grossing arena. The city's push towards premium experiences is further highlighted by high-profile events and an increasing number of upscale dining and entertainment options, catering to a wealthier clientele.