In response to declining tourism numbers, Las Vegas has initiated its first comprehensive branding campaign since 2018 named “Welcome to Fabulous Las Vegas.” This new initiative is inspired by the city’s iconic sign, which boasts a legacy of 66 years.
While the launch occurs amidst a downturn in visitor numbers, Steve Hill, CEO of the Las Vegas Convention and Visitors Authority (LVCVA), says the campaign is not a reaction to current market conditions but represents a long-term strategic shift that has been developing for over 18 months. Hill emphasized, “This isn’t just a product campaign. It’s designed to endure for several years.”
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The LVCVA’s brand campaigns are viewed as long-term investments, with refreshes occurring every seven to eight years. The previous campaign, launched in 2018, was recognized under the tagline “What Happens Here, Only Happens Here.” The new “Welcome to Fabulous Las Vegas” campaign encompasses various platforms, including broadcast television, experiential activations, and strategic partnerships.
A striking 60-second television advertisement kicked off the campaign on September 4, showcasing an office worker’s escape to Las Vegas, accompanied by an original song from Grammy-winning artist Eryn Allen Kane. The first wave of activities introduced the Fabulous Pickups experience at Harry Reid Airport, transforming the rideshare zone into a vibrant locale with lighting, music, and a neon selfie wall.
Continuous Engagement Strategy
Hill stated that the LVCVA intends to keep the campaign dynamic, planning monthly activations throughout the year. “In the next year, we anticipate having noteworthy announcements every month,” he explained, hinting at even larger initiatives on the horizon.
Addressing Current Market Conditions
In conjunction with the brand campaign, the LVCVA is also addressing immediate market pressures through a value-centric marketing initiative, designed to promote hotel and resort packages that offer significant savings. The dual approach aims to balance long-term brand positioning with immediate outreach.
This value messaging highlights several offerings from resort partners, advocating for incentives that include waived resort fees and special packages. In June, the LVCVA launched its Locals Unlocked Las Vegas platform on VisitLasVegas.com, emphasizing staycation possibilities, along with discounts on entertainment and dining for locals.
Tourism Metrics and Challenges
Despite ongoing efforts, Las Vegas has experienced a decline in key performance metrics. RevPAR (Revenue Per Available Room) dropped during the summer months, particularly in June and July, and preliminary data suggests a continued downturn in August. Visitor numbers fell by 11.3% to 3.1 million in June, and hotel occupancy rates decreased by 6.5 percentage points to 78.7%. RevPAR fell 13.8% to $128.78, with convention attendance also slipping by 10.7% to approximately 375,000.
CoStar data further corroborates these trends, revealing a 7.2 percentage point drop in occupancy year to date, an average daily rate decrease of 4.6% to $198.62, and an 11.5% decline in RevPAR to $149.43. Adding to the challenges is a notable drop in international visitors, with U.S. International Air Travel Statistics indicating a steady decline in overseas arrivals throughout 2025. Historically, visitors from Canada and Mexico comprise a significant portion of international traffic, but strained relations, especially with Canada, have worsened visitor numbers this year.
Hill pointed out, “In response to this decline, we paused marketing efforts in Canada but have now decided to reinvigorate them.” After recently participating in a sales mission to Vancouver, he reaffirmed commitment to maintaining relationships and marketing in that region.
Looking Ahead
Despite the current headwinds, Hill is optimistic about future recovery. He noted upcoming events such as the Canelo Alvarez vs. Terence Crawford boxing match at Allegiant Stadium on September 13 and the return of Monday Night Football. Hill suggested September may show improvement over the summer months, with more stability expected as the holiday season approaches.
As Las Vegas works to reinvent itself, blending long-term strategies with immediate market needs, both locals and visitors are hoping for a resurgence in tourism as the city embraces its iconic heritage while adapting to current challenges.
