Here’s what we know: Tourism continues to struggle, with Las Vegas visitation down nearly 9% in September year-over-year, equating to 300,000 fewer people coming to town that month. Nevada’s gaming revenue, which has held strong most of the year, fell 2.2% in September, the first time dipping on the Las Vegas Strip since May. The federal government shutdown didn’t help, undermining consumer confidence across the country, canceling flights and stunting local employment and revenues.
Here’s what we need to figure out: How has the current tourism slump, with all its negative national headlines and social media toxicity, affected the perception of Las Vegas?
Gaming companies and the Las Vegas Convention and Visitors Authority (LVCVA) have spearheaded a significant marketing push to combat the ills of inflation, and casino officials have acknowledged pricing mistakes and noted improving operating trends. Fears of a recession are simmering, and while Las Vegas has proven resilient in the past, new and different economic and political factors are brewing uncertainty.
Has Vegas changed too much, or not enough? The Weekly has explored the issue with a panel of locals who deeply understand the destination’s unique economy, regularly interact with visitors, and appreciate the crucial details that lie beneath statistics and headlines. They are: Jan Jones Blackhurst, former Mayor of Las Vegas and board member of Caesars Entertainment and the LVCVA; Derek Stevens, owner of Downtown venues Circa Resort & Casino, The D, Golden Gate and the Downtown Las Vegas Events Center; Christine Maddela, media consultant, former broadcast journalist and founder of Storyville Road; and John Anthony, co-founder of Spaghetti on the Wall Hospitality and partner in one of the most popular restaurants in Las Vegas, Sparrow & Wolf.
It’s definitely more expensive to visit Las Vegas today than it was years ago, for a lot of different reasons, but has Vegas truly become less accessible? Is it no longer considered a value-oriented destination?
Jan Jones Blackhurst
Blackhurst: No, I think it’s still seen as a value-oriented destination, but the definition of value may have evolved from cheap prices to a myriad of experiences. Value is coming to Las Vegas and having five-star dining, having the across-the-board level of room experiences whether you want to stay Downtown or on the Strip, and having entertainment like nowhere else in the world. The value proposition is still as great, just in a different context.
Stevens: When you think about accessibility, there are two ways to get to Vegas, by car or by plane. When you take out an airline like Spirit that provides value-based pricing and wipe out a massive amount of flights, it has a big impact. Last month, the airport was down a little over 300,000 arrivals, and it was almost like the entire amount was because of Spirit. Those arrivals equate to a lot of room nights. There have been ups and downs with other airlines, but we’re very hopeful other airlines in that segment will expand and create new opportunities. One thing about the Vegas economy, something falters and something else comes in to fill the void. People that come in on airlines usually spend more time here than drivers, and then I think we’ve seen a reduction in the drive-in market as well.
The annual Electric Daisy Carnival music festivalat Las Vegas Motor Speedway
Maddela: Cost cannot be ignored, and it’s something that is not uniquely a Vegas problem, but certainly people do feel that when planning their trips. I do think there are ways to do Vegas at a variety of price points … and we have to make the case for where they can do that. And it’s difficult to have a clear picture when they’re inundated with so many different information streams. If you look at [social media] influencers, they paint a picture that looks really dire, but is it accurate? Not in all cases. They want to shine a light on the city but also want to get clicks. You have to look at everything with some level of nuance … and dig past TikTok and headlines.
Plenty of officials have pointed out that the online narrative is inaccurate and there are statistics to back that up. But that’s the thing about social media—it makes an impact, right or wrong. How much is it affecting tourism, and what can be done to combat misperceptions?
Maddela: A term I like to use is hyperbolic inflation. We have really leaned into hyperbole in all facets. It’s almost like it’s not enough for us to just look at facts, we need to see the craziest things, the biggest numbers or changes, anything that grabs our attention. That’s difficult to combat because you don’t become relevant or resonant unless you are riding the high highs and the low lows. But the way is to show, here’s who we are as a community, this is what Vegas offers. I do think the LVCVA has done a good job of marketing our destination and that’s their role, but it’s not a one size fits all. How do we tell different stories that don’t chase the hyperbole or chase transactions like waiving resort fees or parking fees for a limited time? What story are we telling to the traveler that loves the outdoors or loves to hike, or for people who may have had memorable experiences here or got married here or had girls’ trips? How can we articulate what we offer people beyond that tie to the dollar?
John Anthony
Anthony: My opinion is negative social media garners more clicks than positive unless you’re following something about dogs. [Laughs.] Even local influencers are [negative]. One that stood out, when casinos and resorts were offering that big week [Fabulous 5-Day Sale], some of those were outstanding deals. But every time I saw a post that was trending, it was poking holes in whatever the offer was. I think there are a few positive influencers out there but they’re not heard as readily. But people do pay attention to it. In our business, we take social media seriously and understand the power of it, because it helps drive people to make decisions.
Blackhurst: I think it’s affecting perception but not for all tourism. If you’re really watching your budget right now and reading how Vegas is horribly expensive, might you make another choice? Yes. Might you make no choice at all? Yes. One of the things I liked about the LVCVA’s new marketing of “Welcome to Fabulous Las Vegas,” if you really drill down, it effectively starts to dispute some of the social messaging happening online—really showcasing those values, telling you the right time to take your gondola ride, where to go to have fun and not have to spend a lot of money.
Derek Stevens
Stevens: People love to see carnage, but let’s measure this with some facts. The last three years, Nevada set records for gaming revenue. In the year ending June 30, 2025, it wasn’t the biggest year ever, just an exceptionally good year, coming off our best years. The “Vegas is dead” narrative is just factually overblown.
Sports events at bigger, newer venues have altered the Vegas experience. Do you think major league teams coming to Las Vegas has altered the perception of the destination for visitors? Do sports make Vegas less special in some way?
The Vegas Golden Knights at T-Mobile Arena
Stevens: I think it’s the opposite. Las Vegas has evolved because markets evolve. Gaming is not the reason why someone gets on a plane anymore. Vegas is a great place for business and conventions, and a great place to meet up because we have a great airport. Families that live all over the country have a great place to get together. Thanksgiving used to be one of the slowest weekends of the year, and it’s not like that now; we have sold-out Thanksgivings at Barry’s [restaurant at Circa] because it’s such a great place to get together. So for sports—and this really started when the Golden Knights came—all of a sudden it’s a destination for sports tourism and it’s been a tremendous evolution for Vegas. When the Knights play, we have a massive influx of fans coming from the other team, and some buy tickets to the game, but some come watch it at our place. Now you have that with the Raiders, too, and I think when the A’s come, that will be the most significant impact because they’ll play during four of the slowest six months of the year.
The Las Vegas Raiders at Allegiant Stadium
Anthony: It’s been a fantastic shift. If Vegas has ever done anything properly throughout history, it becomes what it needs to be for the guest. The things I hear more people getting excited about and coming here to experience are sports and the Sphere. The Sphere did so much revenue and brought in so many people, it’s been a huge game-changer, especially for that corridor of the Strip.
Blackhurst: Sports has given a lot of people a reason to come here who maybe weren’t doing that before. And it’s not only an incentive, but it’s about the stadiums. This is an argument we made supporting public funds for Allegiant Stadium, because people said stadiums don’t make money, and maybe not in Cleveland, but they do in Las Vegas. We never had a stadium that size. It’s the highest performing stadium in the country because it can bring in Taylor Swift, Beyoncé, the Rolling Stones and Paul McCartney. And one of the things that was so appealing in the A’s stadium is it’s a smaller size, between T-Mobile Arena and Allegiant, and it gives you another venue to program. It’s not just about sports, it’s about other entertainment options.
Is there a part of the Vegas experience you think needs more emphasis, something you’d tell the world if it was your job to promote the destination?
Christine Maddela
Maddela: I always think our heart and our community is something that gets left behind, and certainly something I think we should brag about. If you look at how our nonprofits are supported—underfunded compared to other states of similar size—and our volunteerism rates are some of the lowest, those things tell me that aspect of what we offer isn’t being shared enough. If you have thousands of people coming to a conference and want to get involved in our community, we can make that happen, we can be a destination where you can give back and get involved.
Blackhurst: I still sit on the LVCVA board, and I think we’re actually doing a very good job. We’ve got a little problem with some of our foreign tourists with politics making them mad, but I think over time that will come back. Can we be smarter about highlighting our many value propositions? Sure, and with the diversity of experiences when you’re coming to Las Vegas. If you want to learn about history, you can go to the Neon Museum or Mob Museum, or if you just want to sit by the pool and have a drink with an umbrella, you can do that. I think it’s just remembering who we are and making sure we’re really telling that story, not assuming people just know it. Las Vegas has always had the ability to land on its feet and there’s no question it will this time as well.
Anthony: If you asked me before this year, I would have said hospitality, but I know there is quite a bit of resources that go into showcasing food and beverage opportunities in Las Vegas, and that shows in bringing in The World’s 50 Best Restaurants. As of next year, we’ll be a Michelin Guide rated city again. I have always thought Vegas is exactly what you want it to be, as a tourist. You can stay up all night and party, or you might be more interested in rock climbing and beautiful mountains, or Formula 1 or a football game. Now you can come here for the arts community, visiting Meow Wolf and going to First Friday. It’s an ever-evolving city and it’s always going to find that next thing to bring people in. Not everything is going to work, but I think the casinos have realized that maybe it felt too corporate recently, and they’ll soften themselves up and welcome people back.
Stevens: Vegas is a hospitality town and that means you’ve got a lot of labor, and with inflation, prices have gone up. The key thing we have to do is continue to earn the reputation of world-class hospitality. If you’re staying in Hawaii or New York City at a Four Seasons, I don’t know if you’re complaining about the price if you’re having that extraordinary experience. Vegas has to roll out additional world-class hospitality so people don’t feel nickel-and-dimed. That’s the stuff that hurts. What Caesars is doing, what MGM is doing, what we are trying to do here, that’s a good thing, but reputations don’t change on a dime, it takes a little while. That’s what will get Vegas back on the forefront.
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