Las Vegas is no stranger to big crowds and bright lights, but the city’s tourism landscape is shifting in ways that might surprise even seasoned visitors. In June 2025, Las Vegas saw an 11.3% decline in tourism, with just over 3 million visitors reported. That number might sound alarming at first glance, but industry experts say the story is more nuanced. As Dr. Amanda Belarmino of UNLV’s William F. Harrah College of Hospitality told FOX5, “'Dead' is, I think, much more of an exaggeration. I think we're taking like a 45-minute nap here.”
To put things in perspective, Dr. Belarmino pointed out that three million visitors in a single month is “still more than the population of Rome or Paris,” and, for comparison, she noted that the Grand Canyon—one of America’s most visited national parks—sees about 4.3 million people in an entire year. So while the headlines might shout about a tourism dip, the reality is far from a ghost town scenario.
What’s behind the slowdown? According to FOX5 and local business owners, the dip is being chalked up to several factors: a nationwide decline in domestic travel, a sluggish return of Asian and Canadian tourists still recovering from pandemic-era travel restrictions, typical summer seasonality, and the absence of major conventions after recent elections. Yet, even as the overall visitor count dips, not every corner of Las Vegas is feeling the pinch equally.
The Las Vegas Strip, the glitzy heart of the city, reported only a modest 0.9% uptick in gaming revenue for the period. But the real action is happening in the city’s more budget-friendly zones. Downtown Las Vegas posted a 10.5% gain, while Boulder Highway surged by 19.3%. Derek Stevens, a prominent casino owner, told FOX5 in July that “overall revenue has been good for pretty much all the [sportsbooks] in Nevada.” It appears that while fewer people might be coming, those who do are spreading their bets—and their dollars—more widely across the city.
One reason for this shift is the growing appeal of affordable deals and packages. Circa’s “All In” offer has become a magnet for budget-conscious travelers, and off-Strip neighborhoods like Chinatown are seeing a strong turnout. Chef Tomo, head chef and manager at Chamon in Chinatown, told FOX5, “I think we offer affordable prices, more than the Strip. And also—very authentic-style Japanese tempura.” He’s noticed that Americans who have traveled to Japan often seek out similarly authentic cuisine back home, and places like his restaurant are ready to serve them without the Strip’s sky-high prices.
But there’s another side to the story: price sensitivity. Dr. Belarmino explained, “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.” Now, as that pent-up demand wanes, visitors are scrutinizing every extra charge and looking for better value wherever they can find it.
Las Vegas businesses are responding in creative ways. According to KSNV, as of August 21, 2025, many are seeking new strategies to attract both tourists and locals. Some venues are sticking to their tried-and-true models. The Pinball Hall of Fame, for example, continues to lure guests with free parking and classic quarter games, offering a nostalgic, wallet-friendly experience right near the famous Welcome to Las Vegas sign. Meanwhile, the Adventure Dome at Circus Circus rolled out a summer deal: buy one regular wristband, get junior wristbands for free—a tempting offer for families looking for affordable fun.
These efforts are part of a broader conversation about what it will take to get people back to the Strip. KSNV even ran a poll on August 21, 2025, asking the public what businesses could do to bring them out. The answers, while not detailed in the reporting, likely echo the city’s current focus on deals, authenticity, and value.
While some areas are seeing fewer visitors, others are experiencing a boom—none more so than the city’s retail sector. On Thursday, August 21, 2025, Costco opened its newest Las Vegas location in the southwest valley, and the response was nothing short of electric. The store, a sprawling 155,000-square-foot warehouse on Buffalo Drive just south of the 215 Beltway, drew huge crowds before its 8 a.m. opening. By 9:15 a.m., it was still jammed with shoppers. So many people showed up that two Metropolitan Police Department motorcycle officers were needed to help with traffic control at the entrance.
Clark County Commissioner Michael Naft, whose district includes the new store, arrived shortly before 7:30 a.m. for the grand opening. He told the Las Vegas Review-Journal, “It was huge,” adding that some eager shoppers arrived as early as 5:45 a.m. The new Costco, which joins six other locations in Southern Nevada, offers the familiar dizzying array of products: electronics, cookware, clothing, produce, meat, fish, rotisserie chicken, bakery items, and, of course, cases upon cases of bottled water.
For many Las Vegas residents, Costco is a staple. Irene Cepeda, a lifelong fan, took the day off work to check out the new store. “I love Costco,” she said. Locals Saw Lin and Sohee Seo, who live nearby, came on opening day to hunt for deals. Lin, who usually shops at the Summerlin location, figures he’ll visit the Buffalo Drive store at least once a week—and expects to spend a lot there.
Costco’s popularity is hardly unique to Las Vegas. The Washington-based retail giant boasts over 900 locations globally, with more than 600 in the United States alone. But the grand opening’s success hints at a deeper trend: even as traditional tourism ebbs and flows, Las Vegas remains a magnet for people seeking value, convenience, and community—whether they’re rolling dice or rolling shopping carts.
As the city navigates changing tourism patterns, it’s clear that adaptability is the name of the game. Businesses are experimenting with new deals and experiences, neighborhoods off the Strip are thriving, and even big-box retailers are drawing record crowds. While the Strip’s fortunes may rise and fall, Las Vegas continues to reinvent itself, one visitor—and one bargain—at a time.
