The Las Vegas Convention and Visitors Authority (LVCVA) is rolling out a major marketing campaign after a sharp summer downturn. June 2025 saw just over three million visitors, down 11% year-on-year, with international arrivals falling 13%. LVCVA President Steve Hill attributed the decline to seasonal factors and weaker leisure tourism.
Why Summer Numbers Dropped Hard
Las Vegas relies heavily on business and sports events for traffic, both of which slow in the summer months. Canadian tourism worsened the slide, with arrivals down 15% in H1 2025. Casino executives at Caesars and MGM linked this to strained U.S.-Canada relations under President Trump, adding pressure to the city’s visitor economy.
What LVCVA Did to Fight Back
The LVCVA launched a multimillion-dollar “Welcome to Fabulous” campaign on September 4 during the NFL’s season opener. The 60-second ad featured iconic Vegas landmarks, supported by synchronized purple lighting at the city’s famous sign. Billboards in Times Square and Sunset Boulevard reinforced the push, with more placements and partnerships coming soon. Early local reviews were critical, but Chief Marketing Officer Kate Wik highlighted strong national reception.
How Officials Plan Rebuilding Traffic
Hill expects upcoming events like the Raiders’ season and the Canelo Álvarez fight to restore momentum. He promised “the best meetings and trade show calendar” over the next 9–16 months. To address the Canadian shortfall, a delegation met tourism leaders in Vancouver to negotiate special travel packages. Mayor Shelley Berkley appealed directly to Canadians, saying, “We love you, we need you, and we miss you.”
Despite mixed local press, LVCVA reported 87% favorability for the campaign nationwide. Hill says the strategy positions Las Vegas as a “desirable value destination” heading into the busy fall and winter seasons.
