Markets 
For decades, Las Vegas has been known for a simple mantra: “What happens here, stays here.” The slogan captured the spirit of a city that has had a reputation for being a playground of late nights and high stakes.
But while the neon-lit Strip still delivers on that promise, the destination’s identity is shifting. Today, Las Vegas’s tourism offering is evolving beyond its casinos and party reputation, and emerging as a global hub for major league sport, live music and events.
This repositioning comes at a pivotal moment for “Sin City”, as it responds to changing travel patterns and mounting economic pressures.
Reflecting a year shaped by “shifting travel dynamics, economic uncertainty, and evolving policy conditions”, according to the Las Vegas Convention and Visitors Authority (LVCVA), the city saw a 7.5% decrease in visitors in 2025. This represented one of the “more complex operating environments the destination has navigated outside of the pandemic period”.
With visitor numbers down and a “challenging environment” that’s impacting tourism in the US, Vegas is now betting big on a diverse offering to attract the experience-driven traveller, with NFL, Formula 1, ice hockey and live music concerts among the key staples on the annual calendar.
“Las Vegas has always been known as the wedding capital of the world and the entertainment capital of the world,” said Fletch Brunelle, vice president of marketing at the LVCVA, in an interview with Euronews Travel.
“Now, with sport being a very big component… we’re evolving into the sports capital of the world.”
A major league sporting transformation
At the heart of this shift is an expanding portfolio of teams and global sporting events. It’s been rapid work considering the city never had a major professional sports franchise until the Vegas Golden Knights ice hockey team launched in 2017.
The arrival of the Las Vegas Raiders in 2020 – and the opening of the 65,000-capacity Allegiant Stadium – marked a turning point, giving the city a world-class venue capable of hosting everything from NFL games to international football friendlies and blockbuster concerts.
Ice hockey has already proven a success story with the Golden Knights capturing the NHL’s Stanley Cup in 2023, in what was just their sixth season.
Next up is Major League Baseball. The Oakland A’s are set to relocate to Las Vegas, with a new 32,000-seat stadium scheduled to open in 2028. Aside from the 81 regular-season home games for the A’s, the venue will also be used for other sporting and entertainment events as well, Brunelle said.
Meanwhile, Las Vegas is also positioning itself for a potential NBA expansion, with the city widely seen as a front-runner for a future basketball franchise.
From F1 to the Super Bowl
What truly underlines the city’s ambitions is its events calendar. F1’s Las Vegas Grand Prix has quickly become one of the most high-profile races on the circuit, blending sport with spectacle along the iconic Strip.
And this week it was confirmed that Las Vegas will host Super Bowl LXIII in 2029 at the Allegiant Stadium. When the NFL’s showpiece fixture was held in Las Vegas for the first time in 2024, the city welcomed more than 330,000 visitors and generated an economic impact of more than $1 billion.
For LVCVA’s Brunelle, the appeal in having the NFL in Vegas lies not just in the matches themselves, but in the atmosphere they create. “Where else would you want to go see your team play?” he says. “It’s often a 50-50 mix of home and away fans – and from a tourism perspective, that’s fantastic.”
This strategy is already influencing travel behaviour. Las Vegas is benefiting from its proximity to major events across the western US, including the 2026 FIFA World Cup matches in cities such as Los Angeles, San Francisco and Seattle.
According to Brunelle, hotels and tour operators are already reporting a “nice bump” in bookings around key match dates. The city’s long-standing appeal as a viewing destination – where fans gather to watch events in sports bars, casinos and fan zones – remains a crucial part of its draw.
“Sports fans want to come and be a part of the action,” he says. “And if you don’t have a ticket, you can still go and really have a great time.”
Entertainment still reigns supreme
While sport is taking centre stage, Las Vegas is not abandoning its entertainment roots. The city has long hosted residencies for some of the world’s most famous acts and there’s concerts and shows to enjoy year-round.
In 2026, the biggest names on the calendar include Ed Sheeran, Foo Fighters and Bruno Mars. Meanwhile, the long-awaited return of K-pop mega-stars BTS will see world tour dates at the Allegiant Stadium in May.
Sin City is also home to a portfolio of world-class venues. The most talked-about attraction in recent times is the Sphere, which opened in September 2023.
From U2’s groundbreaking opening residency to upcoming performances by global acts like Metallica, the venue has made headlines around the world and there are reports that replicas could be built in cities such as Abu Dhabi and Tokyo.
“You can’t ignore the Sphere,” Brunelle says. “It has just been a global phenomenon when you think about the iconic nature of the building, the way they’re able to activate the exosphere. It is a tremendous asset for the destination.”
Residencies at the Sphere in 2026 include the Eagles, who are currently playing until 11 April, No Doubt from 6 May to 13 June, and the Backstreet Boys from 16 July to 22 August.
Another major attraction at the Sphere is The Wizard of Oz, a 4D experience which utilises the venue’s massive interior display for a reimagined viewing of the 1939 classic film.
New value-driven offering on the Strip
As part of efforts to reverse declining international visitor numbers, Las Vegas is rethinking its value proposition.
In a notable shift, MGM Resorts International has introduced an all-inclusive package on the Strip. The offer bundles accommodation, dining, entertainment, parking and resort fees into a single upfront price, starting at $330 (€286.37) plus tax for a two-night stay for two guests at Luxor Hotel & Casino and Excalibur Hotel & Casino.
Bookable with no blackout dates and available throughout the year, the initiative reflects a broader push to make Las Vegas more accessible amid rising travel costs.
Brunelle suggests this could signal a wider trend with affordability becoming a key factor shaping travel decisions. He says: “Destinations have to create special value so that people can still find a way to go and enjoy their holiday.”
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