LAS VEGAS (FOX5) — The newest tourism campaign to boost Las Vegas visitation leans on the worldwide appeal of an iconic tourism attraction: the “Welcome to Fabulous Las Vegas” sign.
Thursday evening across the Las Vegas Strip, electronic marquees for various resorts displayed the logo for the new “Welcome to Fabulous Las Vegas” campaign.
Clark County’s “Welcome” sign displayed purple lights to mark the occasion.
An inaugural commercial aired during Thursday night’s NFL game between the Dallas Cowboys and Philadelphia Eagles.
Electronic billboards also appeared across New York’s Times Square and Sunset Boulevard in Los Angeles.
“We always start with research, listening to our Las Vegas visitors: what we heard from them is how much that iconic ‘Welcome to Fabulous Las Vegas’ sign means to them. It’s known around the globe. That is our inspiration for the entirety of this campaign,” said Michon Martin, CEO of R&R Partners.
The Las Vegas Convention and Visitors Authority explained the multi-pronged mission of the latest campaign on the heels of a “slow summer” for tourism. Although three million people visited the Las Vegas Valley in July, visitation volume dropped 12% compared to July 2024.
Despite the downturn in foot traffic, gaming revenue remained up across Clark County for the months of June and July.
“You remember [the campaign] ‘What Happens Here, Stays Here.’ What we’re trying to do with this campaign is evoke emotion, evoke an authentic feel for Las Vegas,” said LVCVA CEO Steve Hill.
“The properties have seen a slower summer than they’ve wanted. They’ve seen some of the concerns that our customers have voiced over the past couple of months and they’re responding to that. And we’ve asked them to do that moving into this campaign. We think that’s important,” Hill said.
Starting Labor Day weekend, numerous resorts posted various promotions and packages to lure fall visitors with options that provide “value.”
FOX5 has reported on the range of factors contributing to declines: domestic tourism is down across the U.S. Visitation from Canada and Mexico has dropped dramatically due to unstable foreign relations. Social media posts have fueled backlash against high prices for drinks or other amenities.
“Each of the properties are looking at this in a different way. What this campaign’s about is providing experience for any budget– but in a way that each visitor, each customer that we have, feels like it was a ‘value’: the hospitality was at the level that they expect. They feel like it was time well spent, and money well spent and they’re looking forward to coming back,” Hill said.
Tourists will soon see activations for the “Fabulous” campaign in various places, starting with the Harry Reid International Airport, Martin said.
“We’re going to take over where Uber and Lyft picks everybody up. What we want is when our visitors come off that plane, you start to feel the Vegas magic,” Martin said.
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