The Las Vegas tourism decline appears to be coming to an end, and Sin City is gearing up for a big rebound in 2026.
Industry experts from the University of Nevada, Las Vegas (UNLV) project the city will host more than 40 million visitors next year, up by a million from this year. However, this number is still shy of the more than 42 million annual visitors recorded before the pandemic.
The forecasted uptick follows 2025's slower growth, attributed to broader economic challenges. But with strong forces driving its resurgence, Las Vegas is set to make a grand comeback.
“Absent a new wave of a coronavirus variant, a major financial crisis leading to a significant recession, assuming the war in Ukraine will not widen in scale, and the financial system remains stable, the southern Nevada economy and local tourism sector will experience a mild contraction in much economic activity in the rest of 2025 and in 2026 and 2027” the report said.
“Last year, visitor volume, gross gaming revenue, hotel occupancy, and employment followed similar patterns of rebound from the pandemic recession in 2022 and slowing in that growth in 2023, as well as further reductions in growth, and even negative growth, in 2025, 2026, and 2027. Of these three variables, only visitor volume shows year-over-year growth, and only in 2026. All other forecast changes are negative over the forecast horizon”.
What Will Help End the Las Vegas Tourism Decline?
“Economic growth will continue, but to sustain it, we must invest in long-term planning that supports workforce development, innovation, and infrastructure that supports sectors beyond just leisure and hospitality” said Andrew Woods, the center’s director.
So, what sectors will drive the growth?
Professional Sports Boom: Sports are becoming a major attraction. High-profile teams such as the Las Vegas Raiders (football) and the Vegas Golden Knights (hockey), along with major events, are drawing new visitors to town. These events fuel economic activity year-round, impacting everything from hotels to eateries and shops.
Value-Packed Resorts: Resorts have fine-tuned their strategies to meet changing traveler preferences. With more flexible pricing and enhanced value offerings, visitors are enticed to stay longer and spend more on diverse experiences beyond gaming.
Expanded Entertainment Options: Las Vegas no longer relies solely on gambling to attract visitors. Upscale dining, diverse live performances, expansive shopping areas, and unique attractions cater to a wider audience.
Las Vegas resorts have raised rates in recent years, but market feedback and declining leisure demand have prompted several major operators to "price correct" and offer more reasonable and competitive rates for rooms, dining, and amenities.
What Trends and Challenges Does Las Vegas Face in 2026?
While visitor numbers are set to go up, the Las Vegas tourism decline is still expected to impact gaming revenue, which may dip by up to 3% in 2026. Baccarat has been a major driver on casino floors in 2025, but it remains to be seen whether that trend will continue.
This suggests tourists are diversifying their spending beyond the casino floors. Meanwhile, conventions and trade shows remain essential in maintaining visitor traffic and supporting local businesses, even if hotel occupancy stays somewhat flat.
International tourism is also seeing a boost, thanks in part to a weaker U.S. dollar making travel more attractive for Europeans. Nevertheless, global economic and political factors could influence this sector's growth.
Sports: A New Magnet for Tourists
The Las Vegas tourism decline is not affecting the city’s sports fans. Vegas is becoming a sports hub, drawing crowds for a wide range of events.
The influence of these attractions is far-reaching, offering long-term gains in visitor numbers and creating jobs linked to sports events.
Resort Innovations for 2026
Flexible Pricing: Enticing offers and competitive rates are now the norm as resorts aim to attract more visitors. Programs like Caesars Entertainment's promotions and the LVCVA's "Fabulous Five-Day Sale" have proven successful, showing significant increases in room bookings. The Las Vegas Convention and Visitors Association also built a campaign around the famous Las Vegas sign, in an attempt to spur vistiation.
Bundled Experiences: Resorts are creatively packaging experiences, adding perks like early check-ins, dining credits, and event passes. Event-themed bundles, like those for EDC Las Vegas, enhance guest experiences with exclusive perks.
Broader Reach: Focused on appealing to both locals and out-of-town visitors, resorts are offering accessible pricing and more personalized services.
The Road Ahead in Las Vegas
For 2026, in an effort to end the Las Vegas tourism decline, the city hopes to maintain its allure amid modest projections for occupancy and gaming revenues.
The focus on value will be a guiding theme, amplified by sales campaigns, partnerships, and unique resort experiences aimed at standing out in a crowded leisure market.
To sum it up, Las Vegas in 2026 promises dynamic experiences with attractive pricing, expanded deals, and innovative entertainment options, ensuring its place as an exciting destination for a wide range of travelers.
