Las Vegas tourism is showing tentative signs of recovery after a difficult year, with new data pointing to rising visitor numbers and hotel occupancy even as travelers continue to chafe at the city's increasingly high prices.
The city welcomed 2.7% more visitors in July compared with the same month last year, according to the Las Vegas Convention and Visitors Authority. That marks a partial rebound after visitation fell 12% in July 2025. Hotel occupancy in July rose 1.1 percentage points year over year to 77.2%, though convention attendance slipped 5.6%.
Las Vegas also topped Priceline's list of U.S. destinations with the biggest year-over-year increase in searches for September, beating out Orlando and New York. The search data suggests growing consumer interest heading into the fall.
Despite the encouraging figures, Las Vegas has yet to fully recover to its pre-pandemic tourism levels. In 2025, the city welcomed 38.5 million visitors, down 7.5% from 2024, according to the LVCVA. Visitor spending fell to $50.8 billion that year, down from $55.1 billion in 2024, according to a report presented to the LVCVA board.
LVCVA President and CEO Steve Hill told the Nevada Economic Forum earlier this month that annual visitor volume remains about 10% below the 42.5 million visitors recorded in 2019. One major factor is the decline in Canadian travelers, historically Las Vegas' largest international market. Canadian visitation is down about 30% from 2019 levels, Hill said, while airfare to and from Las Vegas has climbed more than 20% in recent months.
«We are still gradually losing leisure travelers,» Hill told the panel. «But right now our convention attendance is so strong that it is more than overcoming that number.»
The city's tourism profile is also shifting. Las Vegas visitors are getting wealthier, and fewer of them are in their 20s. In 2025, 75% of visitors earned $100,000 or more, according to the LVCVA, and 44% earned $150,000 or more. Meanwhile, visitation among tourists ages 21 to 29 has fallen more than 10% since 2022.
«Gaming was once the dominant revenue driver,» luxury-travel expert Whytney Rawls previously told Fox News Digital. «Today, a much larger share comes from premium room rates, luxury dining, nightlife, entertainment, retail, and large-scale events.»
Vegas has evolved to capitalize on booming luxury travel by increasingly catering to wealthy clientele, Rawls added. Lavish new restaurants, upgraded hospitality packages and high-profile events such as the Formula 1 Las Vegas Grand Prix illustrate the city's push toward premium experiences.
Live entertainment remains another major draw. The Sphere grossed $379 million on 1.7 million tickets sold in 2025, making it the world's highest-grossing arena for the year, according to Pollstar data.
The rebound comes amid frustration from tourists over the rising cost of visiting the city. A $26 minibar bottle of water at Aria, for example, sparked social-media outrage in 2025 after a guest's complaint was published by travel blog «View from the Wing» and picked up by the Las Vegas Review-Journal. It became a symbol of complaints that visitors were being nickel-and-dimed.
Whether the recent uptick in visitors and searches translates into a sustained recovery remains uncertain. The city continues to grapple with the loss of Canadian travelers, rising airfare and a leisure-travel base that is gradually shrinking, even as its convention business and luxury offerings grow stronger.