Poker Writer
The 2025 Las Vegas visitor profile study revealed several changes among Las Vegas visitors, with the increase in repeat visitors and the rise of high-income earners being the most notable. The Las Vegas Convention and Visitors Authority conducted the study through in-person interviews and online surveys. It is an ongoing survey that began in 1975.
The total number of interviews done was 5,409. Interviews happened around Vegas casinos, hotels, and at the Harry Reid International Airport.
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Why Are Repeat Visitors on the Rise?
One of the standout results from the 2025 profile study was the number of repeat visitors to Vegas compared to recent years. In 2025, only 10% of visitors were making their first-ever trip to Vegas, down from 14% in 2024 and from the high 24% number in 2022.
One explanation for the 2022 number is that people were just starting to travel again after the COVID pandemic and were looking for fun destinations. Vegas became an attractive spot for people looking to blow off steam following the stress of the pandemic years.
An increase the cost of a Vegas trip has likely been one of the main reasons for the rise in repeat visitors. People who have been to Vegas before are more likely to forgive price increases if they enjoyed their prior trip. While first-time visitors may be turned off by the recent narratives that Vegas is dying.
Also, the rapid legalization of sports betting and gambling around the country in recent years has decreased the incentive to go to Vegas for the sole purpose of betting on sports that may have appealed to first-time visitors in the past.
Sin City Exceeding Expectations
For those who did visit Vegas in 2025, the experience often exceeded their expectations. Sixty percent of visitors said the Vegas trip exceeded expectations, more than the 54% who said so in 2024. Going back to 2022, only 41% of Vegas visitors said the trip exceeded expectations.
This could once again relate to the more negative narratives surrounding a trip to Vegas. Visitors may enter with lower expectations based on hearsay and leave the trip enjoying themselves more than they anticipated.
More High-Income Visitors
One of the biggest differences noted in the 2025 study was the increase in the number of high-income visitors. Forty-four percent of visitors in 2025 had an annual salary of $150,000 or more, which was a staggering increase from 25% in 2024 and just 14% in 2021.
Just a handful of years ago, in 2021, the data showed that 65% of visitors had salaries between $20,000 and $100,000. But in 2025, just 23% fell into that same category, with 75% making six-figures or more.
These numbers show a clear trend: Vegas is becoming more of a luxury destination than the budget destination it was traditionally known for. Non-gaming luxury in particular has increased in recent years. High-end luxury hotels, exclusive clubs, and world-renowned restaurants are becoming par for the course across the Strip.
More Spending on Sporting Events
Spending on sporting events, shows, and entertainment increased in 2025 as visitors were more willing to spend money on experiences in Vegas. Meanwhile, spending on food, drink, and shopping decreased from their 2024 peaks.
While the percentage of visitors who attended a sporting event in Vegas remained relatively steady at 5%, the amount of money those visitors spent at sporting events increased. That is indicative of rising ticket prices, but also shows that the Vegas pro sports teams are becoming a more planned destination for some Vegas visitors.
More are willing to travel far distances, specifically for sports, as the Golden Knights, Raiders, and Aces become more entrenched in Vegas culture. The Vegas Athletics will join that list in 2026, and momentum is building for NBA expansion. Las Vegas is considered a strong favorite there, along with Seattle.
