Las Vegas tourism bounces back, but growth slows amid calls for more ambitious strategy

Las Vegas has seen a steady recovery in tourism since the pandemic slump of 2020, with visitation reaching 41.7 million in 2024, according to new data presented to the Las Vegas Convention and Visitors Authority (LVCVA). However, the pace of growth is slowing, and some critics argue the city is falling short of its full potential.

The latest figures, analyzed by Jeremy Aguero of the LVCVA Research Center, underscore tourism’s continued dominance in the regional economy. Total visitor spending hit $55.1 billion last year — an average of $1,322 per person — up significantly from 2020, when the city welcomed just 19 million visitors after a 78-day shutdown of resorts during the spring.

Visitation to Las Vegas has grown steadily since 2020’s COVID-addled year to reach 41.7 million visitors in 2024, Aguero told board members. “But the pace of visitation growth has declined over the past three years.”

Tourism now supports an estimated $87.7 billion in annual economic output, or about half of Southern Nevada’s gross domestic product. The sector directly employs 252,610 workers — roughly one in five members of the local workforce — while an additional 132,000 jobs are indirectly tied to the industry.

Annual payrolls linked to tourism include $14.6 billion in direct wages and $21.3 billion in indirect earnings, much of which is reinvested locally through consumer spending, according to the report.

The convention segment remains a key driver of revenue. Conventioneers spend on average $1,681 per trip, outpacing the $1,262 spent by leisure travelers. Spending by conventioneers in Las Vegas is generally greater than what leisure travelers spend in other destinations, Aguero noted.

With a $600 million modernization of the Las Vegas Convention Center nearing completion, officials are optimistic about strong convention attendance in 2025, bolstered by forecasts from major trade show organizers.

Still, not everyone was impressed. During public comment, longtime LVCVA critic Ed Uehling said he was disappointed that its strategies haven’t grown visitation at a better pace, suggesting the city should be drawing twice as many tourists.