USA Stunning 2025 Holiday Travel Survey: How Americans Are Navigating Family Expectations, Costs, and Long-Distance Trips for Thanksgiving and Christmas

As the 2025 holiday season approaches, a recent survey conducted by Upgraded Points has revealed valuable insights into American travelers’ plans for the holidays. With more than 2,300 U.S. adults surveyed, the study explores travel distances, preferred transportation modes, financial constraints, and personal motivations influencing holiday travel. The results highlight how a combination of budget considerations, family obligations, and work commitments are shaping how, when, and where people travel between Thanksgiving and New Year’s.

The findings also show that while home for the holidays remains a tradition for many, a significant number of Americans are opting for long-haul trips, especially around Christmas, with certain states seeing more holiday travelers than others. Travelers are navigating logistical hurdles, such as high travel costs and busy airports, which has influenced their choices for driving or flying.

This survey offers a snapshot of the evolving travel habits and challenges that Americans face as they balance family traditions, the cost of travel, and the desire to reconnect with loved ones during the festive season.

Key Findings from Upgraded Points’ 2025 Holiday Travel Survey:

• Travel Destinations: A significant portion of travelers will journey across states, with many opting to travel 50+ miles for Thanksgiving and longer trips for Christmas.
• Modes of Travel: 74% of Americans plan to avoid flying, with 26% opting to fly at least once. 14% of travelers will drive specifically to avoid the stress of airports.
• Budget Constraints: 21% of respondents will skip holiday travel due to high costs, and 20% are cutting down on gifts to afford trips.
• Family and Work Commitments: 44% of Americans feel obligated to travel, while 42% prefer taking a vacation instead of visiting family. 12% cite work responsibilities as a reason to stay home.

Which U.S. States Have the Most Holiday Travelers?

According to the survey, Ohio leads the pack with 62% of residents planning to travel for the holidays, followed by Connecticut at 58%, and Texas at 56.1%. Other states with high travel rates include Iowa, Washington, and Virginia, all with at least 54% of residents planning to hit the road or board a plane for the holidays. These trends reflect regional shifts in travel patterns and the growing desire for more flexible travel options.

On the flip side, Nevada has the highest percentage of residents staying home during the holidays, with 72.7% opting for a quieter season. Other states with a higher tendency to stay home include Utah, Hawaii, and Michigan, where over 65% of respondents plan to skip holiday travel.

How Far Will Americans Travel for the Holidays in 2025?

The survey reveals that many Americans are preparing for long journeys. Colorado residents top the list of long-distance travelers, with 24.5% planning to travel 500 miles or more. Other states with significant shares of long-distance travelers include Arizona (20.8%), Missouri (19.2%), and Massachusetts (18.0%). These long-haul trips often come with substantial time commitments, as 20% of travelers in these regions expect to spend 10 hours or more en route to their holiday destinations.

This shift towards longer travel distances underscores the growing trend of Americans venturing farther to celebrate the holidays, reflecting the importance of family and shared traditions despite the costs and time involved.

A Shift Towards Driving Over Flying: Why Americans Are Avoiding Airports

With 74% of survey participants indicating they will not be flying this holiday season, it’s clear that driving is becoming the preferred mode of transportation. Many travelers cite airport stress, delays, and the overall inconvenience of flying as reasons to opt for road trips instead. The fear of long lines at security checkpoints and the rising costs of airfares are major deterrents, making the car an increasingly popular choice, particularly for those planning shorter trips.

Interestingly, 14% of Americans specifically plan to drive long distances to avoid airport hassle, reflecting a growing desire for more control over the travel experience. On the other hand, 26% of Americans will still choose to fly at least once, often for longer trips or for destinations that are impractical to reach by car.

Cost-Effective Travel: Budgeting for the Holidays

High travel costs are one of the most significant barriers to holiday travel this year. The survey indicates that 21% of Americans are choosing to skip travel altogether because of the cost, while 20% are cutting down on gifts to make travel more affordable. Nearly 30% of respondents expect to spend $1,000 or more on travel expenses, which includes airfare, hotels, and other associated costs.

In response to these financial constraints, many Americans are adjusting their travel plans to fit within their budgets. Some are opting for shorter trips, while others are exploring alternatives to air travel to save money. This shift in priorities suggests that travelers are becoming more conscious of the financial impact of the holiday season and are making efforts to balance family traditions with financial realities.

Family vs. Vacation: What’s Driving Holiday Travel Decisions

The survey reveals a divide in holiday travel motivations. 44% of Americans say they feel obligated to travel home for the holidays, with family obligations often taking precedence over personal preferences. However, 42% of respondents indicate they would rather take a vacation instead of visiting family, showing a growing preference for relaxation or exploration rather than traditional family gatherings.

This split highlights how Americans are navigating the tension between family expectations and personal desires during the holidays. As work commitments also play a role, 12% of Americans will stay home due to their job responsibilities, further complicating the decision to travel.

Conclusion: Holiday Travel in 2025 – The Balancing Act Between Tradition and Practicality

The findings from Upgraded Points’ survey reveal that holiday travel in 2025 is as much about logistics as it is about emotion. As Americans juggle the financial, personal, and emotional aspects of travel, many are opting for more manageable trips to preserve family traditions while avoiding the stress and costs associated with the busy holiday season. With flexible travel options, better planning, and smart budgeting, this year’s holiday travel season is shaping up to be a mix of old traditions and new adaptations.

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Riviera Travel and IMG Join Forces to Provide US Travelers with Custom Insurance Plans for Luxury River Cruises and Exclusive Land Tours

International Medical Group (IMG) has announced an exciting new partnership with Riviera Travel, a renowned leader in ultra-premium river cruises, ocean yacht voyages, and global land tours. This collaboration is designed to offer enhanced travel insurance solutions to U.S. residents booking with Riviera Travel, further elevating the experience for travelers seeking peace of mind during their journeys. With over 40 years of experience in the travel industry, Riviera Travel offers unforgettable travel experiences on Europe’s most iconic rivers, including the Danube, Rhine, and Seine, as well as luxury ocean voyages and bespoke land tours.

Through this partnership, IMG will provide a range of travel insurance and health safety products specifically tailored for Riviera Travel’s U.S. clientele. This announcement comes after IMG launched the iTravelInsured Choice Cruise plan, designed to cater specifically to cruise travelers, ensuring that their trips are safeguarded from unexpected disruptions such as port closures, water level fluctuations, and other unique risks associated with cruising. The collaboration strengthens IMG’s position as a leading provider of travel and health safety services for global travelers.

As the travel insurance industry continues to evolve, IMG’s partnership with Riviera Travel represents an important step forward in providing high-quality, customizable insurance solutions for both land and cruise travelers. This exciting new venture demonstrates IMG’s dedication to protecting the health and safety of travelers in a dynamic, ever-changing global landscape.

Key Highlights of IMG’s Partnership with Riviera Travel:

• Partnership Details: IMG has partnered with Riviera Travel to offer tailored travel insurance solutions to U.S. travelers.
• Specialized Insurance Plans: IMG’s iTravelInsured Choice Cruise plan includes enhanced benefits, such as coverage for port closures, excessive water levels, and other cruise-related disruptions.
• Riviera Travel: A leader in ultra-premium river cruising and luxury global tours for over 40 years, offering unique experiences on Europe’s most scenic waterways and beyond.
• Travel Destinations: Travelers can explore iconic European rivers like the Danube, Rhine, Seine, Douro, and many others, as well as embark on luxurious yacht and land tours globally.
• Expansion of Services: The partnership reinforces IMG’s commitment to providing comprehensive insurance coverage for global travelers, especially those seeking the luxury cruise and land tour experience.

IMG and Riviera Travel: A Perfect Partnership for U.S. Travelers

Riviera Travel, based in the UK, has built a strong reputation over the years for providing premium travel experiences. Offering more than just river cruises, the company’s expertise extends to ocean yacht voyages and luxury land tours, all designed to create memorable travel experiences. With this new partnership, U.S. travelers booking with Riviera Travel will now have access to IMG’s world-class travel insurance products, ensuring that their trips are not only luxurious but also safe and secure.

Grant Hayes, Global Head of Travel at IMG, expressed excitement about the collaboration, emphasizing that working with a market-leading travel provider like Riviera Travel highlights the value of IMG’s travel and health safety solutions for today’s travelers. The agreement will offer insurance coverage for both traditional and more specialized travel experiences, ensuring that travelers are protected no matter where their journeys take them.

IMG’s iTravelInsured Choice Cruise Plan: A New Standard for Cruise Insurance

IMG’s new iTravelInsured Choice Cruise plan is tailored specifically for cruise travelers. The plan provides enhanced benefits that cover cruise-specific issues, including excessive water levels, port closures, and other interruptions that may occur during a cruise. By offering a comprehensive range of insurance solutions, IMG ensures that travelers can embark on their journeys with confidence, knowing they are covered for a variety of unforeseen events.

The partnership with Riviera Travel expands on this commitment by providing these enhanced travel insurance options to those embarking on luxury river cruises, ocean voyages, and land tours. The iTravelInsured Choice Cruise plan adds an extra layer of security for those booking with Riviera Travel, making it easier for travelers to enjoy their vacations without worrying about potential disruptions or travel-related issues.

Comprehensive Insurance Solutions for All Types of Travel

While Riviera Travel is best known for its luxurious river cruises, the company also offers an array of travel experiences that cater to a diverse range of interests and preferences. From relaxing cruises on the Danube to immersive land tours in Asia, Riviera Travel provides unforgettable experiences across the globe. With this in mind, IMG has designed its insurance products to be flexible and adaptable, offering travelers the protection they need no matter the destination.

Through this partnership, IMG and Riviera Travel ensure that U.S. travelers can enjoy their vacations with the peace of mind that comes from knowing they are well-covered. Whether they are cruising along Europe’s iconic waterways, exploring remote destinations on a luxury yacht, or experiencing new cultures on a global land tour, travelers will have access to comprehensive insurance solutions that protect against a wide range of travel risks.

Why This Partnership Matters to U.S. Travelers

This partnership between IMG and Riviera Travel represents a significant step forward for U.S. travelers who are seeking premium, secure, and customized travel experiences. The partnership will allow travelers to choose from a variety of flexible insurance plans that offer protection for everything from medical emergencies to trip cancellations. With the growing demand for luxury cruises and premium travel experiences, the collaboration between these two industry leaders brings the best of both worlds together—luxurious travel experiences and comprehensive travel safety solutions.

Riviera Travel’s reputation for offering exceptional river cruises and luxury tours perfectly complements IMG’s dedication to offering travelers reliable, high-quality insurance solutions. As travelers continue to seek out unique and luxurious adventures, this partnership ensures they have the safety and peace of mind to explore the world without worry.

Riviera Travel’s Expertise and Commitment to Quality

For over 40 years, Riviera Travel has been a pioneer in the luxury travel sector, offering unparalleled experiences aboard a fleet of custom-designed ships. Known for its exceptional customer service, knowledgeable cruise directors, and intimate travel experiences, Riviera Travel has built a loyal following among discerning travelers seeking high-quality journeys across Europe and beyond. By partnering with IMG, Riviera Travel is taking its commitment to guest satisfaction and travel excellence a step further, ensuring that its guests are protected by the best possible travel insurance coverage available.

Conclusion: A Partnership Built on Quality and Security

This new partnership between IMG and Riviera Travel represents a perfect synergy between luxury travel and safety. With this collaboration, travelers can expect the highest standards of service, from booking their luxurious river cruises to ensuring they are covered with comprehensive insurance solutions. Whether you’re cruising along Europe’s most iconic rivers or embarking on a global tour, IMG and Riviera Travel are here to provide you with the ultimate travel experience, offering both unparalleled luxury and peace of mind.

For travelers booking with Riviera Travel, the addition of IMG’s travel insurance solutions ensures that every aspect of their trip is covered, from health and medical needs to unexpected travel disruptions. This partnership marks an important milestone for both companies as they work together to provide travelers with the best possible experiences on the water, on land, and beyond.

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Embark on an Adventure in Belize: Nature, History, and Culture Come Together

Though Belize flies under the radar for many as a travel destination, it has garnered a reputation for adventure tourism as of late. Thanks to the breathtaking wildlife, diverse culture, and stunning natural beauty of Belize, those who are passionate about nature and adventure will be equally thrilled by the snorkelling, hiking, and culture immersion that the country has to offer.

Perhaps the most thrilling aspect of Belize is the chance to experience the country’s thriving ecosystems. There is a plethora of activities that are as adventurous as they are natural, like the tropical rainforests and stunning coral reefs, the country is famous. There are a multitude of reasons that make Belize a prime destination for eco-tourism and outdoor adventure, the most alluring of which is the country’s diverse ecosystems and relatively small size.

Snorkelling and Lobster Hunting in Moho Caye

In the southern region of Belize, Moho Caye is famous for providing an experience like none other. A twenty-five-minute small boat ride from the Placencia Peninsula will land you on an island that is a dream come true to those who want to experience the real sea-to-spoon concept. Lobster hunting, as a part of the Shrimpers BBQ which is served on the island, is an experience in snorkelling in the exceptionally clear water that surrounds the island.

Under the guidance of CEB’s Akeem Williams and other local experts, travelers deeply immerse themselves in Belize’s marine life and the culture of the indigenous Garifuna.
The Garifuna, who have a strong attachment with the ocean and a rich heritage of storytelling, recount tales of the life-giving reefs that surround them. These tours provide opportunities to culturally engage while diving, lobster hunting, and partaking in a delicious meal of freshly caught seafood.

Placencia: A Relaxed Coastal Destination

Most travellers, prior to reaching Moho Caye, pass through Placencia Peninsula, a chilled coastal town in the south of Belize. This coastal town, with its vibrant dips and dunes of sand and serenity, is famous for its beaches and slow rhythm of life. Placencia has been called the starting point of adventure tourism in this region. A Tropic Air flight from Belize City takes a quick 20 minutes, while by road, it takes 5 hours winding through forest and citrus.

The mesmerising nature of Placencia is due to its serene beaches and welcoming inhabitants, as well as the proximity of the Belize Barrier Reef, the Silk Cayes, and the Monkey River. Placencia is ideal for travelers who wish to unwind amidst a natural environment and serves as a base for numerous Belize excursions. Placencia has a range of lodgings from beachfront resorts to eco-lodges. Placencia has a relatively untrammelled wilderness so is ideal for tourists interested in relaxation and adventure.

Sustainable Travel and Adventure Tourism

Belize has emerged in recent years as a leader in sustainable travel and eco-tourism. This is due to the efforts of the country to conserve its diverse ecosystems, like the barrier reef and the diverse ecosystems of the surrounding land and sea. Active eco tourism has facilitated the development of responsible tourism in Belize is known for today. Tourists can partake in numerous activities like wildlife tours, and reef conservation, which all help to enhance the conservation of the country.

Adventure travelers can explore another delightful attraction, that of snorkeling and diving Belize’s Barrier Reef and its vibrant underwater world of colorful corals, diverse marine life, and underwater caves. It is a UNESCO World Heritage Site, which speaks volumes of its value. Suffice to say, it is well preserved, as evidenced by the efforts of the tour operators, conservation organisations, and the local communities.

As is the case with the reef, Belize’s focus on sustainability is evident in its hospitality industry, with various hotels and resorts adopting energy-efficient eco-friendly policies. These include waste reduction and positive support for local communities. Visitors to Belize are encouraged to practice responsible tourism by patronising hotels and partaking in activities that do not conflict with environmental and social sustainability practices.

Cultural Experiences with the Garifuna People

Belize is not all about nature. The Afro-Indigenous Garifuna people, and the descendants of the local communities that thrived in the nation centuries ago, offer a wealth of rich culture. All of which features dazzling and rich history, along with captivating music, splendid dance, and tasty cuisine. All of which makes up a vital part of Belize’s identity.

Garifuna culture is illustrated during workshops like drum, recipe, and dance, and in deep immersion on cultural study tours, which detail the history and customs of the people. Instructing on the stories of the grandparents is usually the dance and drum guides. Captivating narratives are told about the essence of the people’s cuisine, and the integral part the Garifuna’s ethnicity plays in the history of the cultural mosaic of people of Belize.

Garifuna culture is illustrated during workshops like drum, recipe, and dance, and in deep immersion on cultural study tours which detail the history and people. Instructing on the stories of the grandparents is usually the dance and drum guides. Captivating narratives are told about the essence of the people’s cuisine, and the integral part the Garifuna’s ethnicity plays in the history of the cultural mosaic of Belize.

Outdoor Activities Besides the Beach

Those in quest of new activities which diverge from the ocean will be excited by the choices Belize offers. Inland, the country extends inviting lush jungle, hidden caves, and spectacular waterfalls. Trekking in the Cockscomb Basin Wildlife Sanctuary, soaring above the tree tops on a zip line strung across the rainforest, and tubing in the caves over ancient underground rivers are but a few of the myriad exciting choices for adventurers.

Chiquibul Forest and Mountain Pine Ridge contain Belize’s many national parks and wildlife reserves. Here, visitors may appreciate the local animals, as well as birds and other indigenous wildlife, while immersing themselves in the wilderness.

Access and Travel Suggestions

Goldson International Airport at Belize City is the main international gateway connecting the country to the rest of the world. Visitors may arrange domestic flights to popular destinations such as Placencia and other Belizean hot spots. For those who prefer to explore on their own, Belize offers public transportation, shuttle services, and rental cars.

Belize Is Waiting With An Exciting Adventure

With the second-largest barrier reef in the world, Belize certainly offers her visitors numerous opportunities for adventure tourism, and for all not limited to, adventurers, admirers of the wild, and those who appreciate rich traditions alike. Most emphasize on the fact that Belize is very very head-on on sustainable preservation and protection of the rich tourism resources of Central America.

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High Surf Advisory Issued For Carolina, US Along With Rip Tides And Coastal Flooding: Here’s What Tourists Need To Know

Starting October 27 until October 30, Hatteras Island, Carolina has been experiencing large breaking waves, rip tides and coastal flooding in shallow areas. National Weather Service (NWS) has done a good job in warning against such dangerously emerging conditions on new Hatteras. Hatteras’ exotic coasts have been attracting hordes of tourists for decades now. This High Surf Advisory comes along with new restrictions being placed on tourists, such as controlling where they can surf. This Advisory goes for Hatteras residents and tourists, as they are also in harms way.

Coastal Flooding and Surf Hazards: What You Need to Know

For visitors planning trips to Hatteras Island, the NWS has outlined two primary threats:

1. Coastal Flood Warning: Expect 2 to 3 feet of flooding above ground level in low-lying areas, especially near shorelines and tidal waterways. This flood warning is set to last until 8 PM EDT on Wednesday, October 30.
2. High Surf Advisory: Breaking waves ranging from 10 to 15 feet are anticipated in the surf zone. This advisory will remain in effect until 2 AM EDT on Thursday, October 30. Large waves pose a significant risk for swimmers and surfers, with dangerous shore breaks and hazardous beach conditions.

Additionally, the Beach Hazards Statement warns of rip currents, which are expected to be strongest a couple of hours before and after low tide (around 6 AM and 7:30 PM on Tuesday, October 28).

Affected Areas and Key Tourist Destinations

Hatteras Island, located on North Carolina’s Outer Banks, is a popular destination for beachgoers and adventure seekers alike. Famous for its natural beauty and serene atmosphere, it also attracts surfers, fishermen, and tourists interested in exploring the Cape Hatteras National Seashore and other local attractions.

However, during this storm event, many of these key spots may face disruptions due to hazardous weather conditions:

• Cape Hatteras National Seashore: Visitors should be cautious, as parts of this beautiful coastline may experience flooding, erosion, and dangerous surf.
• Hatteras Lighthouse: Although it remains a top tourist attraction, areas around the lighthouse may be affected by coastal flooding.
• Ocracoke Island: Accessible from Hatteras by ferry, this island may also be impacted by high surf and flooding conditions.

What Tourists Should Do to Stay Safe

The NWS has issued several important safety protocols for tourists and residents. The first recommendation is to avoid the water. Due to the dangerous conditions, even the most experienced swimmers are advised to stay out of the surf. In particular, rip currents can be deadly. If you are caught in one, remember to:

• Remain calm.
• Swim parallel to the shoreline to break free from the current.
• If you feel tired, float or tread water until help arrives.

For those visiting the beach, the shore break, a sudden wave that crashes directly on the sand, can be extremely hazardous. To prevent neck and back injuries, it’s essential to keep your hands in front of you when in breaking waves. Experts strongly urge swimmers to stay alert and protect themselves at all times.

Flooding and Road Closures: Plan Ahead

Flooding in low-lying areas may lead to road closures. The NWS cautions against attempting to drive around barricades or through water of unknown depth. If you must travel, ensure you are prepared for road disruptions. Keep in mind that some homes, businesses, and infrastructure near the coast may experience significant inundation.

A Message to Visitors: Protect Yourself and Plan Accordingly

Tourists heading to Hatteras Island for outdoor activities, surfing, or beach vacations should reconsider their plans or take extra precautions. The combination of high surf, dangerous rip currents, and flooding means that the island’s beaches could be unsafe, particularly for those unfamiliar with these natural dangers.

While some areas may remain open for sightseeing, the most popular activities, beach swimming and surfing, are strongly discouraged during the advisory period. Always check the latest updates from the NWS for real-time alerts and ensure your accommodations are fully informed about the weather.

Prioritize Safety and Make Adequate Preparations

As for other visitors to Hatteras Island, this High Surf Advisory should to emphasize the stark reality of the risks involved to anyone (and especially this particular group) during the most violent times of the year.Day-trippers and visitors to the Outer Banks sharnder go through the available weather reports thoroughly and reports coming from other noted agencies such as the NWS. Understand the fact that the stormy weather might cause temporary disruptions. Proper foresight can assist would-be visitors in accomplishing game plans, which would include safety as a paramount goal. Protect your residential property, abandon zones of perilously wobbly surf, and do not worayabout the attitude of nature.

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Las Vegas Faces Declining Tourism in US, But New Promotional Campaign Can Supercharge Travel Industry

Las Vegas faces declining tourism in the US, with hotel occupancy and room rates dropping for several months in a row. Despite these setbacks, the city is launching a new promotional campaign aimed at supercharging the travel industry. The “Welcome to Fabulous Las Vegas” campaign focuses on evoking nostalgia and emotional connections to remind potential visitors of the city’s iconic appeal. By tapping into the sentiment of past experiences, this campaign aims to reinvigorate Las Vegas’ tourism sector and attract more visitors. With a strategic focus on highlighting the city’s unforgettable experiences, from resorts to entertainment, the new campaign seeks to combat the decline in tourism and boost the local economy. While the road to recovery may take time, Las Vegas is betting on this emotional and targeted approach to overcome the challenges facing the tourism industry and restore its position as a leading destination.

Las Vegas has been experiencing a decline in hotel occupancy for seven straight months, with some experts wondering if this trend will continue. Despite these challenges, the city is launching a new campaign to bring tourists back. The “Welcome to Fabulous Las Vegas” campaign aims to evoke nostalgia and emotional connections with visitors. But with changing tourism dynamics and rising costs, only time will tell if this strategy will succeed in attracting tourists back to the city that once symbolised ultimate entertainment and escape.

Declining Hotel Occupancy: A Sign of the Times for Las Vegas

Las Vegas has faced a continuous dip in hotel occupancy, with data from CoStar showing that the city has experienced a year-over-year decline for seven consecutive months, with preliminary figures for September forecasting an eighth straight month of decline. The September occupancy rate is down 7.2% compared to the same period in 2024. While the city saw a steep decline in June with a 14.5% drop, it continues to face challenges as it struggles to regain its former peak. This trend contrasts sharply with the national hotel occupancy market, which has remained steady.

Despite these setbacks, Las Vegas is attempting to regain its footing with a new campaign aimed at attracting tourists. The city’s hotel occupancy struggles reflect a shift in both domestic and international tourist behaviour. The trend highlights that the city’s tourism landscape may need a new, more compelling approach to appeal to modern travellers.

Changing Consumer Habits: Budget-Conscious Domestic Tourists

Andrew Woods, Director of the Center for Business and Economic Research at the University of Nevada, explains that domestic tourists are becoming more budget-conscious. This shift is one of the key factors driving the lower visitations to Las Vegas. Although people are still travelling, they are more selective about where they spend their discretionary income. Las Vegas, with its rising prices and perception of being less affordable than destinations like Orlando or Honolulu, has been impacted by this change in consumer behaviour.

As consumers increasingly look for more affordable vacation options, Las Vegas may have to rethink its pricing strategy and market communication. By addressing these new priorities and making the city more affordable for tourists, Las Vegas could reverse the recent decline in visitation and regain its status as a go-to tourist destination.

Canadian Tourism Declines: A Key Challenge for Vegas

Another contributing factor to Las Vegas’ recent dip in tourism is the decrease in Canadian visitors. Canadian tourism to Las Vegas has fallen by 19.1% year-to-date, with Canadians traditionally representing around 12% of the city’s international visitors. The decline can be attributed to external factors beyond Las Vegas’ control, such as the economic fallout from the trade war and global political tensions.

With international tourism accounting for a significant portion of its visitor base, Las Vegas must address this challenge by creating stronger international marketing efforts. As Canadian tourism continues to drop, Las Vegas will need to diversify its tourism base and attract visitors from other regions to mitigate the impact of the downturn from this important market.

A “Fabulous” Campaign to Rekindle the Magic of Vegas

In response to the ongoing downturn, Las Vegas is leaning heavily on nostalgia with its new “Welcome to Fabulous Las Vegas” campaign. This emotional approach seeks to reconnect potential visitors with the city’s glory days, when Vegas was known as the ultimate escape and entertainment hub. The campaign draws on powerful emotional triggers, reminding people of past trips to the city and highlighting the unforgettable experiences Vegas offers.

Amanda Belarmino, Ph.D., Associate Professor of Hospitality at the University of Nevada, highlights the effectiveness of nostalgia in tourism marketing. When tourists associate a destination with personal memories and emotional connections, they are often less price-sensitive. This emotional appeal could prove critical in drawing visitors back to Las Vegas and reviving its once-thriving tourism sector.

The “Fabulous 5-Day” Sale: A Strategic Move to Boost Bookings

To further capitalise on the nostalgia-driven campaign, the Las Vegas Convention and Visitors Authority (LVCVA) launched the “Fabulous 5-Day” sale in September. This event, which offered discounts on resorts, restaurants, and entertainment, is aimed at encouraging visitors to return to the city. The LVCVA reported that the sale was successful, driving “7.5 times more booking interest than Black Friday and Cyber Monday combined.”

This city-wide sale represents a strategic move to remind tourists that Las Vegas still offers exceptional experiences at every price point. Despite the ongoing declines in occupancy, the success of the sale shows that there is still strong interest in the destination when the right promotional offers are in place. As part of a broader strategy, Las Vegas aims to re-establish itself as the ultimate destination for unforgettable experiences, regardless of budget.

Tech Innovations and Automation: Las Vegas Reinvents the Visitor Experience

In addition to marketing efforts, Las Vegas is embracing technology to redefine the visitor experience. From AI-powered smart radios to RFID-enabled chips and digital wallet payments, the city is incorporating cutting-edge technology to enhance guest services and streamline operations. Relay CEO Chris Chuang likens these advancements to moving from “the flip phone experience to the iPhone,” illustrating the significant technological upgrades underway.

These technological advancements aim to improve the guest experience by providing seamless interactions, improving safety protocols, and allowing visitors to engage with the city in innovative ways. However, this shift towards automation also raises concerns about the potential for job displacement in the hospitality industry. Despite these concerns, the hope is that these technological upgrades will help modernise Las Vegas and appeal to younger visitors who expect a more tech-forward experience.

Can Las Vegas Reinvent Itself and Overcome the Challenges?

Despite the current tourism downturn, it is premature to label Las Vegas’ situation as a full-blown crisis. The city’s core economic driver—gaming—continues to perform strongly. In August 2025, Clark County casinos earned $1.03 billion in gaming revenue, marking an increase of 5.3% from the previous year. This consistent revenue stream suggests that while visitation has softened, the city’s gaming market remains robust.

Moreover, event-driven and convention travel continues to show growth, which is a positive sign for the future. As Andrew Woods points out, Las Vegas has seen solid revenue from these high-margin segments, indicating that the city’s fundamental economic health remains strong despite declining tourist numbers. These developments suggest that Las Vegas may be undergoing a shift in behaviour rather than experiencing a full-scale downturn.

Time Will Tell If Las Vegas Can Bounce Back

As Las Vegas struggles with declining hotel occupancy and changing tourism patterns, its response through targeted campaigns and technological innovation highlights a city that’s adapting to new realities. The “Welcome to Fabulous Las Vegas” campaign and strategic sales events have shown that there is still demand for the city’s unique offerings. However, only time will tell if these efforts will be enough to restore the city’s tourism numbers to pre-2025 levels. With its strong gaming revenue and growing convention business, Las Vegas remains resilient, but it will need to continue adapting to changing consumer preferences if it is to fully recover.

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