Las Vegas is largely defined by its ability to defy expectations, and recent forecasts predicting a decline in its appeal to younger travelers are no exception. Contrary to these gloomy predictions, which suggest that an aging core visitor base might render the city’s 150,000 hotel rooms less appealing to new generations, the reality is strikingly different. According to the Las Vegas Convention and Visitors Authority’s 2023 Las Vegas Visitor Profile Study, the city is witnessing a significant demographic shift, with a growing influx of younger tourists now forming the majority of its visitors. This trend, once again, highlights the enduring allure and adaptability of Las Vegas as a premier travel destination.
The demographics are compelling and unambiguous. Gen Z visitors (ages 12 to 27), who are just entering their main spending years, already comprise 8.2 percent of all Las Vegas visitors surveyed. Millennials (ages 28 to 43) account for 45.2 percent of all visitor trips, and Gen Xers (ages 44 to 59) account for 33.0 percent. Baby Boomers (ages 60 to 78) and older visitors represent the remaining 13.6 percent. This generational mix underscores the city’s broad appeal across age groups, with particular growth in younger visitors.
Perhaps more importantly, these young visitors are increasingly shaping the future of Las Vegas tourism. Last year, Las Vegas attracted more than 40 million visitors. Of those surveyed, 16.2 percent were first timers. Although this is a decline from last year, nearly half (45 percent) of the first timers were aged 21 to 34. Factor in the 21 percent of repeat visitors surveyed who are in the same age group, and we observe a notable rise compared to older demographic groups. This trend underscores the city’s growing appeal to younger generations, who are poised to sustain Las Vegas’s tourism industry well into the future.
In terms of activities, the younger demographic is reshaping Las Vegas’s appeal beyond its traditional gaming roots. Interestingly, while 76 percent of first-time visitors surveyed engage in gambling—a rate comparable to older demographics—their participation in broader entertainment options is notably higher. Data show that 39 percent of first-time visitors attended live entertainment events. Though they tend to be younger and have a lower income, the data shows they stay longer, do more, and spend more.
Las Vegas has masterfully adapted its offerings to captivate a younger, more diverse audience. As part of this strategy, the city has witnessed a noticeable increase in entertainment spending, with experience-seeking visitors now allocating roughly $300 per trip for entertainment activities. Central to this transformation are landmark developments such as Allegiant Stadium and T-Mobile Arena, which not only host the Raiders and the Vegas Golden Knights, but also serve as venues for blockbuster concerts and other sporting events that attract massive crowds. Furthermore, the Sphere stands as a testament to innovation in entertainment, offering unprecedented concert experiences that have set a new industry standard. Complementing these are groundbreaking venues such as Circa Resort, which redefines the sports betting experience, and Area 15, which offers one-of-a-kind immersive attractions. These venues are reimagining the Las Vegas experience and, in doing so, cementing the city’s reputation as a versatile destination that transcends traditional gaming and entertainment.
As Las Vegas continues to evolve, the insights provided by the 2023 Visitor Profile Study are invaluable. They not only dispel the myths of an aging visitor base, but they also underscore the city’s enduring appeal to a new generation and type of traveler. With its vibrant nightlife, expanding entertainment options and cutting-edge facilities, Las Vegas remains a top destination poised for future growth, continually proving that it can meet and surpass the expectations of a diverse and dynamic global audience.
Members of the editorial and news staff of the Las Vegas Review-Journal were not involved in the creation of this content.