Las Vegas is projected to lose 7,5% of its visitors by 2025 and is betting on sports for recovery.
The Las Vegas Convention and Visitors Authority (LVCVA) has projected a 7,5% decrease in tourist flow to the American city during 2025. The local tourism authority attributed the decline to changes in travel patterns, economic instability, and shifting political conditions. In response, Las Vegas is intensifying investments in major sports leagues, musical performances, and international events.
The city, historically linked to casinos and nightlife, is focusing its efforts on an offering that prioritizes experiences. According to a report by Euronews Travel , the NFL, Formula 1, ice hockey, and major concerts are part of the annual calendar as central elements of the repositioning strategy for the tourist destination.
The strategic transformation began in 2017, when Las Vegas received its first major professional sports franchise, the Vegas Golden Knights ice hockey team . In 2020, the Las Vegas Raiders of the NFL arrived , along with the inauguration of Allegiant Stadium , with a capacity of 65 people.
The Golden Knights won the NHL's Stanley Cup in 2023, in the team's sixth season. Ice hockey has proven to be a success story for the city.
The sports calendar boosts tourism.
The Super Bowl was played in Las Vegas for the first time in 2024. The city received over 330 visitors. The event generated an economic impact exceeding one billion dollars.
“Las Vegas has always been known as the wedding capital of the world and the entertainment capital of the world,” said Fletch Brunelle, vice president of marketing for LVCVA, in a statement to Euronews Travel . “Now, with sports gaining so much importance… we are transforming ourselves into the sports capital of the world.”
Las Vegas will host Super Bowl LXIII in 2029 at Allegiant Stadium . The confirmation came this week.
Regarding the NFL's presence in the city, Brunelle highlighted: "Where else would you like to go to see your team play?" and added: "Often there's almost a 50-50 split between home and visiting fans, and from a tourism perspective, that's excellent."
Brunelle stated that there is “a good increase” in bookings related to key match dates. “Fans want to come and be part of the action,” he said. “And even without a ticket, they can come and have a great time.”
The Oakland A’s are preparing to move to Las Vegas. A new 32-seat stadium is scheduled to open in 2028. In addition to the team's 81 regular season baseball games, the venue will be used for other sporting and entertainment events.
The Formula 1 Las Vegas Grand Prix has become one of the most media-covered races on the calendar. The competition combines sport and spectacle along the iconic Strip.
Las Vegas will benefit from its proximity to the 2026 FIFA World Cup matches in Los Angeles, San Francisco, and Seattle. This location is expected to influence tourist travel patterns.
Sphere establishes itself as a global attraction.
The Sphere opened in September 2023. The space has become one of the most talked-about attractions in the city.
“It’s impossible to ignore the Sphere ,” Brunelle declared. “It has truly been a global phenomenon, due to the iconic nature of the building and the way they manage to activate the exosphere. It’s an extraordinary asset for the destination.”
From hosting U2's inaugural residency to upcoming concerts by global bands like Metallica, the venue has been making headlines around the world. There are reports that replicas may be built in cities like Abu Dhabi and Tokyo.
At Sphere , the Eagles perform until April 11th. No Doubt are in residence from May 6th to June 13th. The Backstreet Boys perform from July 16th to August 22nd.
The venue also features The Wizard of Oz , a 4D experience that uses the interior screen to present the 1939 film.
The 2026 entertainment calendar includes performances by Ed Sheeran, Foo Fighters , and Bruno Mars. The South Korean group BTS will bring dates from their world tour to Allegiant Stadium in May.
Business strategy seeks accessibility
MGM Resorts International has launched packages starting at $330 (€286,37), plus tax, for two nights for two people at the Luxor Hotel & Casino and the Excalibur Hotel & Casino . The offer includes accommodation, meals, entertainment, parking, and resort fees in a single price paid upfront.
Regarding the issue of accessibility, Brunelle concluded: "Destinations have to create special value so that people continue to find ways to go and enjoy their holidays."
