Cost is still an issue
The Las Vegas Convention and Visitors Authority (LVCVA) has released its 2025 Visitor Profile report, offering noteworthy insights into the city. The results show a record high in people returning to Sin City after an initial visit, with nine in ten visitors having been there before.
The concerning trend was that first-timers dropped from 20% in 2021 to only 10% last year. This shows how loyal people have become to the destination, while also highlighting the issues in attracting new visitors. More than half of repeat visitors return within two years, a very strong retention rate.
food, drink, and shopping spend all dropping in 2025
Cost remains the number one complaint. The cost-of-living crisis was reflected in per-trip spending, with food, drink, and shopping spend all dropping in 2025.
However, spending on sporting events almost doubled, and people also increased their spending on attractions. This shows an increasing trend toward spending on experiences rather than traditional consumption.
Apart from that, 87% of people said they were “very satisfied” with their visits, which is a significant increase from 54% in 2024. Properties have been responding to concerns about pricing by offering discounted rooms and experiences, following a visitor shortfall.
Sports a big hit
More people are also gambling during their visits, with 81% doing so in 2025 compared to 76% in 2021. The average gaming budget was almost $858. However, people are gambling at fewer venues. Visitors played at an average of 1.7 casinos in 2025 versus 2.2 in 2022. This suggests that they are staying within integrated resort ecosystems and not venturing too far outside.
As Las Vegas continues to embrace major sporting events and attract professional franchises, more people are watching events during their stays. 13% of visitors did so in 2025 compared to 10% the previous year.
These customers are particularly high value. They spend more across nearly every category, stay longer, travel in bigger groups, and are more likely to return. Efforts to bring an NFL and NHL franchise to the city – as well the annual Formula 1 race – seem to be working.
Visitor demographics
The makeup of people visiting Las Vegas is also changing. The average age fell to 41.2, with 44% now earning at least $150,000. The proportion of unmarried people visiting is 38%.
Gen Z represents 7% of visitors and is only 70% likely to gamble, compared with 82% of Millennials. They spend more time in nightclubs, concerts, and immersive experiences.
Influencers are also guiding visitors. About 12% of people consulted influencers for trip planning. This group spends significantly more; for example, their average shopping spend was $510 versus $182 for others.
However, they reported lower satisfaction levels. 73% were very satisfied, compared with 90% among other visitors. This could reflect inflated expectations set by curated influencer content.
The ten-year comparison also stands out. Across nearly all age groups, visitors are more likely to gamble, visit downtown, and travel with more people per room. They are also far less likely to be married. Among visitors aged 21-29 in 2015, 36% were married, compared to just 16% in 2025.
