Tourism experts are optimistic about a rebound in Las Vegas visitation, anticipating improvements in the fall and extending into 2026. This comes despite the mixed reception of the Las Vegas Convention and Visitors Authority’s (LVCVA) recent television ad, titled “Fabulous Las Vegas.”
The 60-second advertisement aired during the NFL kickoff game between the Philadelphia Eagles and the Dallas Cowboys but faced criticism from local commentators. Critics expressed disappointment, not with its lively depiction of Las Vegas, but with its failure to address the affordability concerns many potential visitors have.
Steve Hill, President and CEO of the LVCVA, defended the ad. He highlighted that it achieved among the highest ratings for any campaign previously produced by the LVCVA, reaching over 1,000 people with overwhelmingly positive feedback. Hill noted that the primary audience for the ad were travelers across the United States, emphasizing the importance of national outreach.
One expert, Amanda Belarmino from UNLV’s William F. Harrah College of Hospitality, supported the idea of a brand reset that the ad represents, deeming it overdue. Belarmino mentioned that this effort is essential to counteract negative portrayals circulating on social media.
“We have seen hotels adjusting their prices, reducing or eliminating resort fees, and offering packages,” she observed. “However, most complaints center around the high costs of food and beverage options, which could be a better area to focus on for positive publicity.”
Belarmino believes that Las Vegas is on the cusp of an upward trend in visitation. Despite some fluctuations in numbers, she pointed out that the city benefitted immensely from unusual demand drivers in 2024, such as being a swing state during elections and having events like the Aces’ championship run and prominent sports matchups driving tourist interest.
Hill reiterated that Las Vegas traditionally experiences seasonal shifts, relying heavily on leisure tourism during the summer. “During the summer months, we don’t have the same business and convention activities that we do during the other nine months of the year,” he explained.
The upcoming schedule includes key events such as Monday Night Football featuring the Raiders on September 15 and the much-anticipated boxing match between Canelo Alvarez and Terence Crawford. These events are expected to significantly boost visitation numbers as they attract large crowds.
The “Fabulous Las Vegas” ad depicts a relatable office worker yearning for a getaway from her mundane routine. Lured by the enchanting appeal of Las Vegas, she embarks on a journey through the dazzling city, showcasing some of its iconic locations, including Circus Circus and the Fremont Street Experience.
Hill acknowledged that it might take several weeks to accurately gauge the ad’s success, comparing its rollout to the iconic 2003 campaign, “What happens here, stays here,” which took time to gain traction.
Additionally, he noted that the recent advertisement is a launchpad for a monthslong marketing campaign that will include various activations, experiences, and partnerships.
With a sizeable budget of $35 million allocated for media expenses through R&R Partners for the 2025-26 fiscal year, Hill underscored that half of these funds are dedicated to premium television placements for maximum exposure.
He reflected, “While I don’t know the exact cost of the ad we aired, advertising on television is generally quite expensive. Still, investing in our brand campaign is important for us to effectively market Las Vegas.”
In other related concerns, Hill addressed the noticeable decline in visitation from Canada. In a meeting with tourism partners in Vancouver late August, he learned that many Canadians are currently hesitant to travel to the United States.
“A significant portion of Canadians, around 25 to 30 percent, are presently unwilling to travel here. That’s a fact we simply have to acknowledge,” Hill commented.
However, he remains hopeful that as cold weather descends upon Canada and hockey season begins, this may prompt Canadian tourists to reassess their travel plans.
In summary, while initial reactions to the “Fabulous Las Vegas” ad have been mixed, industry experts are largely optimistic about the future of Las Vegas tourism. With anticipated events and strategic marketing efforts in place, Las Vegas could very well be on the road to recovery in the months to come.
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