Las Vegas Visitor Report Shows High Satisfaction, Likelihood to Return

LVCVA data highlights changing visitor demographics and spending patterns in 2025.

Mar. 10, 2026 at 7:35pm

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According to the latest Las Vegas Visitor Profile study from the LVCVA Research Center, most tourists who visited Las Vegas in 2025 were satisfied with their stays and plan to return. The report provides insights into the changing demographics of Las Vegas visitors, with higher-income households making up a growing share of the tourist population.

Why it matters

The visitor profile data is crucial for Las Vegas casino resorts and the broader tourism industry to understand evolving visitor preferences and spending habits. This information allows them to tailor the guest experience and marketing efforts to keep visitors satisfied and encourage repeat visits, which is essential for the city's economic vitality.

The details

The 2025 Las Vegas Visitor Profile study found that 80% of visitors are likely to return to the city. However, the report also noted a shift in the income demographics of visitors, with those from households earning over $100,000 per year making up a larger share compared to previous years. LVCVA leadership attributed this trend to budget-conscious travelers prioritizing necessities over discretionary spending on vacations.

  • The 2025 Las Vegas Visitor Profile study was released in March 2026.

The players

LVCVA Research Center

The research division of the Las Vegas Convention and Visitors Authority, which conducts studies to profile the city's tourists and guide the tourism industry.

Kevin Bagger

Director of research for the Las Vegas Convention and Visitors Authority, who presented the findings of the 2025 visitor profile study.

Steve Hill

President and CEO of the Las Vegas Convention and Visitors Authority, who commented on the changing visitor demographics reflected in the report.

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What they’re saying

“Folks who are living on a budget are more concerned about their financial situation than they have been at almost any time over the past 80 years. And that is reflected in the decisions that they're making, understandably. So they are, we're a discretionary destination. And when those budget-conscious visitors are having to make a decision, they're choosing to understandably pay for the necessities in their life rather than the things that are more discretionary.”

— Steve Hill, President and CEO, Las Vegas Convention and Visitors Authority

The takeaway

The shifting demographics of Las Vegas visitors, with higher-income households making up a growing share, highlights the need for the tourism industry to adapt its offerings and marketing to cater to the evolving preferences and spending patterns of its target audience. This data-driven approach can help Las Vegas maintain its position as a premier vacation destination.