Las Vegas is pulling in punters like never before, but they’re spending their money very differently than they used to. Fresh data from the Las Vegas Convention and Visitors Authority shows sports fans are the new VIPs on the Strip, outspending regular visitors across nearly every category while the cost of a Vegas trip remains the number one gripe.

The 2025 Visitor Profile report reveals some properly interesting trends. Nine out of ten visitors have been to Sin City before, a record high that shows just how sticky Vegas has become. The flip side? First-timers dropped from 20% in 2021 to only 10% last year.

Vegas is preaching to the converted these days.

More than half of repeat visitors come back within two years, which tells you everything about how the city’s got under people’s skin.

Spending Patterns Tell Two Different Stories

Overall spending tells a tale of two cities. Traditional consumption is down, with food, drink, and shopping budgets all shrinking in 2025 as visitors feel the pinch. But spending on sporting events nearly doubled, and attractions spending climbed as well. People want experiences, not another T-shirt.

Despite the moaning about costs, satisfaction scores jumped massively. Some 87% of visitors reported being very satisfied with their trips, up from just 54% in 2024. Credit where it’s due, properties have been offering discounted rooms and experiences after visitor numbers softened, and it seems to be working. People are noticing.

Sports Fans Are the Golden Geese

The sports strategy is paying dividends. About 13% of visitors caught a sporting event during their 2025 stays, up from 10% the year before. These customers are absolute gold for the casinos. They spend more on everything, stay longer, travel in bigger groups, and they come back. The investments in NFL, NHL, and Formula 1 are clearly attracting exactly the crowd Vegas wants.

Gaming Habits Getting More Focused

More people are having a punt, with 81% gambling in 2025 versus 76% in 2021. The average gaming budget hit $858, which is healthy. But here’s the interesting bit: visitors are sticking to fewer venues. They played at an average of 1.7 casinos in 2025 compared to 2.2 in 2022.

The integrated resort model is working. Get them in, keep them in.

Younger, Richer, Less Traditional

The Vegas visitor is getting younger and wealthier. Average age dropped to 41.2 years, and 44% now earn at least $150,000. Meanwhile, 38% of visitors are unmarried, a massive shift from a decade ago when Vegas was still seen as primarily a couples’ destination.

Gen Z makes up 7% of visitors now, but they’re a different breed. Only 70% gamble, compared to 82% of Millennials. Instead, they’re hitting nightclubs, concerts, and immersive experiences. The casinos will need to adapt their offering as this lot grows, no question.

The Influencer Effect Cuts Both Ways

Social media is driving some serious spending. About 12% of visitors consulted influencers when planning their trips, and these people splash the cash. Their average shopping spend was $510 versus $182 for everyone else.

The catch? They’re harder to please. Only 73% reported being very satisfied, compared to 90% among other visitors. When you’ve been watching perfectly curated content from someone’s #VegasBaby highlights reel, reality can disappoint. That’s a challenge properties will need to think about as influencer marketing becomes more prevalent.

Ten Year Transformation

The decade-long comparison really drives home how much has changed. Across nearly all age groups, visitors are more likely to gamble, visit downtown, and cram more people per room. They’re also far less likely to be married. Among 21-29 year olds, just 16% were married in 2025 compared to 36% in 2015.

Vegas has always reinvented itself, but this data shows the transformation is accelerating. The city that once marketed itself to married couples and convention-goers is now pulling in younger, wealthier singles who want sports, shows, and Instagram moments.

The gambling is still there, of course. It’s just one part of a much bigger entertainment package.