Las Vegas, famous for dazzling visitors, just kickstarted a fresh ad push titled “Welcome to Fabulous Las Vegas” to pump even more life into long-term tourism. The campaign jumped from the drawing board to the screen on September 4, 2025, marking the first full brand rollout since 2018. It centers on the beloved “Welcome to Fabulous Las Vegas” sign, honoring its 66 years of welcoming guests, and includes colorful TV spots plus hands-on events to pull people in.
Surprisingly, the push rolls out even while latest visitor counts drop. But the seeds of the project were planted more than 18 months ago. The drop in foot traffic is noticed, of course, but the ads are meant to lock in Las Vegas’s place as a must-see. Leadership at the Las Vegas Convention and Visitors Authority (LVCVA), the group in charge of marketing the strip and surrounding area, says this is a long-term, next-step strategy rather than a quick fix.
In addition to the high-profile TV ad, which features an office worker escaping to Las Vegas, the LVCVA has launched a series of creative activations. One prominent feature is the transformation of Terminal 1 at Harry Reid Airport into a vibrant, neon-lit selfie zone called “Fabulous Pickups.” These activations are just the beginning, with monthly initiatives planned to keep the excitement around the city going throughout the year.
Although the “Welcome to Fabulous Las Vegas” campaign aims to position the city for the future, the LVCVA is also actively addressing immediate challenges by promoting value-focused messaging. With a drop in hotel bookings and revenue per available room (RevPAR) in the summer of 2025, the city’s tourism board has teamed up with local hotels and resorts to offer a variety of discounted packages. Many of these packages include perks like waived resort fees and free parking.
The city has also introduced a special platform on VisitLasVegas.com aimed at locals, called “Locals Unlocked Las Vegas.” This platform offers discounted stays, entertainment, and food and beverage deals exclusively for Nevada residents. These offers aim to encourage local “staycations” as a way to fill the tourism gap during the quieter months.
Beyond discounted rates, Las Vegas hotels are stepping up their customer service game. Resorts are offering unique touches such as free popsicles at the pool during weekends or complimentary glasses of champagne for guests waiting in long reception lines. These efforts are designed to create a more personal and memorable experience for travelers, in hopes of maintaining customer loyalty and encouraging repeat visits.
While domestic tourism remains a key driver for Las Vegas, international visitor numbers have significantly declined in 2025. Data from the U.S. International Air Travel Statistics revealed a consistent drop in overseas arrivals, especially from Canada. Historically, Canadian visitors represent a large portion of the city’s international tourism base. The downturn is attributed to strained relations between the U.S. and Canada, particularly due to political tensions stemming from past U.S. government policies.
Despite the challenges, the LVCVA is not backing down. Efforts to rekindle relationships with Canadian travelers are underway, with recent sales missions to Vancouver and plans to intensify marketing in Canada in the coming months.
For those considering a trip to Las Vegas, there is a renewed sense of optimism for the upcoming fall and winter months. A variety of events are set to take place in the coming weeks, including the much-anticipated Canelo Alvarez vs. Terence Crawford boxing match at Allegiant Stadium on September 13. Additionally, the return of Monday Night Football and other large-scale sporting events are expected to draw crowds back to the city.
With Las Vegas looking forward to the holiday season, the city is planning to ramp up its efforts to bring back visitors in time for the busiest months of the year. Tourism officials are optimistic that as the year progresses, there will be a steady improvement in hotel occupancy rates and overall visitor volume, especially as major events and the holiday spirit take hold.
While some challenges exist, Las Vegas is doubling down on its goal to be the go-to place for travelers, whether they’re planning their first or their fiftieth visit. By rolling out fresh budget-friendly deals, hosting eye-catching entertainment, and steering serious cash into long-lasting brand moves, the city is determined to climb out of the lull and keep its global spotlight hot.
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