Las Vegas is no stranger to peaks and valleys. It is a true “boom and bust” city because of its dependence on tourism, and these days it seems like it’s at least teetering in bust territory.
The Las Vegas Visitor and Convention Authority’s 2024 report painted a picture of strength: 41.7 million total visitors, $55.1 billion in direct spending, and $87.7 billion in total economic impact.
But the LVCVA 2025 data so far suggests a meaningful pullback and visitor numbers and the money they spend are both trending lower.
Las Vegas by the numbers in 2025 so far
- Estimated total visitors (2025): ~37.9 million (down about 9% from 2024’s 41.7 million)
- Estimated direct visitor spending (2025): ~$50.1 billion (down from $55.1 billion in 2024)
Estimated total economic impact (2025): ~$79.8 billion (down from $87.7 billion in 2024)
Bryan Steffy/Getty Images
Las Vegas at a crossroads
The LVCVA recently rolled out a “Fabulous Las Vegas” campaign designed to help staunch the decline.
“‘Fabulous’ isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise,” President and CEO of the Las Vegas Convention and Visitors Authority Steve Hill said in a statement. “Las Vegas was built on hospitality, and this campaign is our renewed promise that as our city grows, our foundation remains unchanged: we are committed to providing fabulous experiences for every visitor, at every price point.”
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Casinos, hoteliers and show producers are all grappling with lower foot traffic, empty rooms, and declining spend per visitor. If tourism is the beating heart of the valley’s economy, right now it’s skipping a few beats.
That’s one reason hotels and resorts both on the Strip and in the outskirts, are all of a sudden posting generous deals.
Here’s a sampling of what the resorts have going on this fall (these deals are all subject to change):
- Cosmopolitan, Vdara and Aria are offering 25% off room stays plus $100 daily food and beverage credit.
- Circa is offering a $400 “all-in” two-day stay that includes a $200 food and beverage credit and a daybed at the pool.
- Palms is offering up to 30% off rooms, free parking, and inclusive resort fees.
Caesars hotels and resorts on the Las Vegas Strip bet on locals to give the city a boost
Also in response to the downturn, Caesars Entertainment CZR is shifting its strategy: instead of chasing higher tourist counts, the resort giant is doubling down on a different category of guest: locals.
With fewer tourists arriving, and the ones who are traveling spending less, resort operators are looking for new strategies to fill the gap. Starting on 9/21, Caesars began offering residents across Clark County:
- 25% off food and beverages at eight Caesars resorts on the Strip.
- Free parking across participating properties.
- A 15% “staycation” for stays booked through March 31, 2026.
“You live here” as a positioning shift
By targeting people who already live in the metro area, Caesars recognizes that the most reliable business base isn’t someone who might book a flight. It’s the person who commutes across town, follows local news, and might decide on a whim to grab dinner on the Strip.
The messaging is blunt: “You live in the most electrifying city on Earth — why not enjoy it like a VIP?” reads the company’s announcement. In fact, it’s a clever reversal: instead of making visitors feel special, they’ll make locals feel privileged.
Unexpected fees, including parking and resort fees, have especially angered locals. For Caesars, the wager is that some locals might come more often, stay later, and spend more — even if only to claim the 25% discount or bonus perks like free parking or discounts on spa treatments.
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“We know that there’s been a lot of pushback against resort fees in the last few years and we continue to charge those. Parking fees are also something that can sometimes be a hot-button issue for guests. I think we’re really feeling a little bit of that price sensitivity that we didn’t see right after COVID because people had that pent-up demand,” UNLV’s William F. Harrah College of Hospitality Professor Dr. Amanda Belarmino told Fox5Vegas.
Can locals fill the Las Vegas Strip void?
Of course, turning locals into repeat customers isn’t easy, even if the parking is free.
Weeknights are often slow in casino restaurants and bars. If free parking can erase one of the friction points for locals wanting to drop into a show, a friend’s party, or dinner, it might tip enough decisions in Caesars’ favor.
Moreover, the staycation discount addresses another category of “traveler”: people who want to escape the usual routine but aren’t willing to travel far. In a down year, encouraging locals to sleep on the Strip rather than drive back to Searchlight, Summerlin or Spring Valley could shift some economic activity inward.
Caesars’ move is just one gambit in a crowded field. In recent weeks, city and industry leaders have leaned harder into promotions, package deals, and marketing blitzes to stem the decline. But there’s a delicate balance: discounts can attract, but too many or too deep can erode margins and brand prestige.
If locals rally, it could help cushion the blow, but it won’t fully replace the amount of money out-of-towners bring.
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