Las Vegas Launches New Campaign to Boost Tourism
Las Vegas has launched a new tourism campaign designed to reignite interest in the city as visitor numbers remain below last year's totals. The Las Vegas Convention and Visitors Authority (LVCVA) introduced the campaign by placing its most iconic landmark, the "Welcome to Fabulous Las Vegas" sign, at the center of the effort. The sign, which has greeted travelers since 1959, is being used to showcase the city as a destination with experiences to fit all budgets and preferences.
LISTEN TO THIS ARTICLE:The initiative began with a 60-second commercial that aired during the NFL season opener on September 4, marking the official start of the promotional rollout. The ad portrays an office worker drawn into the energy of the city, set to Grammy Award winner Eryn Allen Kane's performance of the campaign song "Welcome to Fabulous."
Related: Vegas Casino Layoffs on the Rise amid Revenue DeclineThe commercial will be featured across television, digital platforms, and outdoor displays as part of a broad push to highlight Las Vegas' appeal to a global audience.
To complement the campaign's debut, resort tents, electronic citywide signs and local landmarks displayed the "Fabulous" message simultaneously for an hour on launch day. Beyond Nevada, the campaign extended into high-profile advertising spaces, including a 3D billboard in New York's Times Square and a placement on Los Angeles' Sunset Boulevard beginning September 15. These displays are designed to reinforce the brand message in markets with large numbers of potential visitors.
The promotional effort is also being extended into the travel experience at Harry Reid International Airport. Beginning September 12, the Terminal 1 rideshare pickup area is being transformed into what the LVCVA has named "Fabulous Pickups."
The redesigned area will include festive lighting, lounge seating, live music, and a neon self-expression wall aimed at encouraging travelers to take photos. Periodic live performances are also planned for passengers waiting for rides, adding another point of engagement with the Las Vegas brand immediately upon arrival.
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The LVCVA described the campaign as an effort to reestablish Las Vegas as the premier destination for visitors at a time when the city is seeing an overall decline in tourist numbers. Official data indicates that visitation has fallen by about 8% compared to the previous year, prompting both the tourism authority and major resort operators to intensify promotional efforts.
MGM Resorts International CEO Bill Hornbuckle addressed the concerns on Thursday, stating that while visitation is down, the fundamentals of the Las Vegas market remain strong. Speaking at the Bank of America Securities 2025 Gaming and Lodging Conference in New York City, Hornbuckle acknowledged that business at MGM's high-end resorts, including Bellagio, Aria, and Cosmopolitan, continues to perform well but at levels below the exceptionally strong years of 2023 and 2024.
Hornbuckle rejected the notion circulating on social media that Las Vegas visitors are being overcharged. He emphasized that the industry remains optimistic for improvement through the fall and into 2026 as new campaigns, events and promotions shift perceptions about the city's affordability and value.
He also pointed to the LVCVA's ongoing promotional efforts, including campaigns in Canada and the newly launched national advertising initiative, as steps being taken to bring more travelers back to Las Vegas.
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