Las Vegas, long celebrated as the world’s playground, is facing a reality check in 2025. Once bustling with tourists eager to experience its neon lights, world-class entertainment, and high-stakes gaming, the city has seen a notable dip in visitation and discretionary spending. In response, the city’s biggest resorts, tourism authorities, and even local businesses are rolling out bold new strategies to revive the Strip’s fortunes and remind visitors—and locals—why Las Vegas is still a destination like no other.
According to the Las Vegas Convention and Visitors Authority (LVCVA), visitation through July 2025 totaled about 22.64 million people, marking an 8% drop compared to the same period in 2024. July alone saw 3,089,300 visitors, down from over 3.5 million the previous year. Hotel occupancy on the Strip also slipped, with a 7% decline from the previous year’s 86.5% rate. The numbers are clear: Vegas is feeling the pinch.
One of the most visible responses to this downturn is the citywide "Fabulous 5-Day Sale," which kicked off on September 22, 2025. Described by the LVCVA as the "first-ever Vegas-wide sale," this event features discounts, upgrades, resort fee matching, food and drink credits, and attraction offers at seventy-five hotels and resorts across the city. The sale, which runs through September 26, is part of a $35 million "Welcome to Fabulous" campaign that aims to lure both new and returning visitors with unbeatable value.
Steve Hill, president and CEO of the LVCVA, emphasized the city’s commitment to guest experience: "Las Vegas has always been about delivering unforgettable experiences at every price point and with the fabulous 5-day sale we’re doubling down on that promise and inviting travelers to plan their next escape at an unbeatable value." Hill remains optimistic, noting in August that "Vegas is still a value," and predicting a strong December for tourism.
Resorts are getting creative. Caesars Entertainment, for example, is offering up to 50% off room rates at properties like Harrah’s, Flamingo, and The LINQ, as well as resort fee matches via food and beverage credits at Paris Las Vegas, Nobu Hotel Caesars Palace, The Cromwell, and Caesars Palace. MGM Resorts International is touting up to 50% off at hotels like Excalibur, Luxor, and Mandalay Bay, plus special deals at Aria, Bellagio, and The Cosmopolitan. Other big names—Palms, Fontainebleau, Four Seasons, Golden Gate, The Venetian, and Treasure Island—are all in on the action, with perks like waived resort fees, free parking, room upgrades, and hefty dining credits.
But the deals aren’t just for out-of-towners. Recognizing the importance of the local market, Caesars Entertainment has launched a campaign aimed squarely at Las Vegas residents. Locals can now enjoy 25% off food and beverage, 15% off hotel rooms, and free parking at all Caesars properties from Sunday through Thursday, between September 21 and October 30, 2025. There’s also a 15% discount on accommodations booked through March 31, 2026, encouraging longer stays and repeat visits. The only catch? A valid Nevada ID is required, and some blackout dates apply.
The message to locals is clear and a little cheeky: "You live in the most electrifying city on Earth—why not enjoy it like a VIP?" As one resident put it, "I think they need money from the locals because at first they were thinking, 'oh, we don't need the locals'… but now they're like, 'oh, we need you guys to come back because the tourism is dropping, so we need those extra local dollars.'" By courting locals, resorts hope to reduce their dependence on unpredictable tourist flows and build a stronger, more resilient community base.
The reasons for the slump are complex. Across the U.S., families are tightening their belts as discretionary spending—the money left after bills—shrinks. Las Vegas, known for its adult-oriented fun, is competing with destinations like Orlando, which cater to families. Alan Feldman of UNLV’s International Gaming Institute noted, "We are still and always will be an adult destination. Orlando is and always will be a family destination." Still, Vegas remains a top pick for couples and groups seeking a grown-up getaway, even as the overall pie shrinks.
Despite the city’s efforts, some visitors and locals are quick to point to high costs as a deterrent. Rick Harrison, the familiar face from "Pawn Stars" and a longtime Las Vegas business owner, didn’t mince words in a recent Fox News interview. "I've heard so many people complain. They go to a hotel, they go to check out, and there’s $500 in stupid fees on their bills—resort fees and parking fees and this fee and that fee." Harrison blames what he calls a "COVID Hangover"—a period of inflated government spending and pent-up demand that led hotels to tack on extra charges. Now, with the economy tightening, those fees are turning visitors away. "I think trying to scrape every single penny you can out of a customer, eventually, is going to turn your customer off," Harrison said. "You have to evolve or die. You have to give your customers what they want and not p— your customers off."
Harrison’s own Gold and Silver Pawn Shop is thriving, which he attributes to a service-first ethos and attentive staff. He remains bullish on Las Vegas’ future: "I’ve lived here almost my entire life. It’s the greatest city in the world. You just have amazing shows with $100-million-dollar sets. I mean, no one can replicate that. There is still tons of value in Las Vegas." He points to the city’s history of bouncing back from downturns, saying, "Everyone said this town was going to fall when New Jersey got gambling. And then when Mississippi got gambling, they said it was going to fall." Yet, Vegas endures.
Visitors themselves have mixed feelings about the current vibe. Some, like Katherine from Texas, told Fox News, "We've still seen a ton of people. So it doesn't seem like [it's slow] to us.… It still seems pretty busy." Others, like Oren from Ireland, noticed a more relaxed pace: "It's not too busy. I prefer it not being too busy, to be honest." Canadians Janice and Faith echoed the sentiment, saying, "It is quite busy, and lovely, so it's the same old Vegas." Matt from London observed, "It seems pretty mellow during the day. It depends on where you go. If you go to the Bellagio fountain, it was very busy there because everyone went to see the fountain show."
Behind the scenes, the city’s business leaders and tourism officials are betting that a combination of bold discounts, local engagement, and a renewed focus on value will help Las Vegas weather this storm. The stakes are high, but if history is any guide, the city that never sleeps knows how to reinvent itself—and keep the lights shining bright.
