News Summary

Las Vegas has introduced a $35 million marketing campaign named ‘Welcome to Fabulous Las Vegas’ to address declining tourism rates and high pricing concerns. Launched by the LVCVA, this initiative aims to revitalize interest in the city amidst a 7.3% drop in visitation. The campaign features a one-minute advertisement showcasing Las Vegas attractions and plans to enhance visitor experiences, despite mixed reactions from the public regarding pricing and service quality. The LVCVA encourages local businesses to improve value and aims to attract diverse visitor demographics.

Las Vegas Launches $35 Million “Welcome to Fabulous Las Vegas” Campaign Amid Declining Tourism and Rising Criticism of High Prices

Las Vegas has unveiled a new $35 million marketing campaign aimed at revitalizing tourism as visitation numbers drop. The campaign, titled “Welcome to Fabulous Las Vegas,” was launched on September 5, 2025, by the Las Vegas Convention and Visitors Authority (LVCVA). It comes as the area sees a 7.3% decline in visitation rates this year, equating to approximately 1.5 million fewer visitors compared to the previous year.

The new initiative seeks to combat negative perceptions surrounding high prices in the city, particularly on the Strip, where visitors have voiced concerns about costs, including $26 water bottles and surprise hotel fees. The campaign is promoted as an “ultimate escape at an unbeatable value” and first aired during primetime NFL games.

The campaign features a one-minute advertisement showcasing a bored office worker who is magically transported to Las Vegas, exploring various attractions, including the Fremont Street Experience. The advertisement includes a new song from artist Eryn Allen Kane and debuted during a highly-viewed football match between the Dallas Cowboys and the Philadelphia Eagles.

To generate buzz, several iconic Las Vegas landmarks will turn purple for one hour, with the famous “Welcome to Fabulous Las Vegas” sign glowing purple for a full 24 hours. Additionally, major billboards will promote the campaign in prominent locations, such as Times Square in New York City and Sunset Boulevard in Los Angeles.

The LVCVA also plans to announce special offers and experiences linked to the campaign in the upcoming weeks. Some of the initial promotions include complimentary Champagne at the Bellagio and fine dining surprises for visitors.

In response to growing visitor complaints regarding pricing and service quality, the LVCVA is encouraging local properties to offer enhanced value-based services and amenities. Nonetheless, despite a significant drop in tourist numbers, Clark County has maintained stable gaming revenue year-over-year, suggesting that some sectors remain resilient amidst challenges.

Local tourism officials attribute the decline in visitation rates to various factors, including a slowdown in international tourism and rising concerns about the high cost of activities and accommodations. Recent surveys have indicated a shift in visitor demographics, prompting a need for operators to adjust their pricing strategies in line with changing consumer expectations.

Early reactions to the new campaign have received a mixed response on social media. Many users have criticized it for failing to address pressing issues surrounding high costs and perceived value for visitors. Critics argue that the campaign does not accurately reflect the iconic attractions or address potential dissatisfaction with current service quality in Las Vegas.

The LVCVA is also investing in improving visitor experiences at Harry Reid International Airport. Planned enhancements include upgrades to the rideshare pick-up area and improved waiting areas for travelers, aiming to streamline the airport experience for tourists.

Additionally, the LVCVA intends to promote Las Vegas at Allegiant Stadium, creating an opportunity for fans to engage with the city as a desirable destination. The promotion will utilize the tunnel entrance frequently used by Raiders players, aiming to connect sports events with local tourism efforts.

Experts, including Andrew Woods, director of UNLV’s Center for Business and Economic Research, have suggested that Las Vegas could benefit from adopting pricing models similar to those in the cruise industry, which guarantee transparency and help manage visitor expectations. The ongoing “Trump slump,” referenced by some local Democrats, has also been identified as a contributor to declining international visitation, stemming from geopolitical tensions and economic predictability.

The “Welcome to Fabulous Las Vegas” campaign signifies the LVCVA’s renewed commitment to enhancing the hospitality experience and positioning Las Vegas as an appealing destination for various budgets while addressing the evolving landscape of customer satisfaction.

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Additional Resources

• Review Journal: Las Vegas Still Doesn’t Get It
• Wikipedia: Tourism in Las Vegas
• California Globe: Las Vegas Isn’t Dead
• Google Search: Las Vegas tourism 2025
• Ad Age: Welcome to Fabulous Las Vegas
• Google Scholar: Las Vegas tourism economic impact
• The Nevada Independent: Vegas Tourism Leaders
• Encyclopedia Britannica: Las Vegas
• CNBC: MGM Resorts CEO on Las Vegas Slump
• Google News: Las Vegas advertising campaigns

Author: STAFF HERE LAS VEGAS WRITER

LAS VEGAS STAFF WRITER The LAS VEGAS STAFF WRITER represents the experienced team at HERELasVegas.com, your go-to source for actionable local news and information in Las Vegas, Clark County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Electric Daisy Carnival, World Series of Poker, and Consumer Electronics Show. Our coverage extends to key organizations like the Las Vegas Chamber of Commerce and Three Square Food Bank, plus leading businesses in hospitality and entertainment that power the local economy such as MGM Resorts International, Caesars Entertainment, and Las Vegas Sands. As part of the broader HERE network, we provide comprehensive, credible insights into Nevada's dynamic landscape.