From world-class sporting events to futuristic resorts, Las Vegas is looking to evolve from its party-town, "Sin City" gambling image into a destination that champions sports, tech innovation and experience-led travel.
At this year’s World Travel Market in London, Euronews Travel spoke to Fletch Brunelle, the vice president of marketing for the Las Vegas Convention and Visitors Authority, about what sets the city apart.
“Las Vegas wants to be seen as the destination to go for adult freedom. We've always been about being able to come to a place where you can be yourself,” Brunelle said.
The city’s hospitality scene is booming, and a new wave of luxury resorts is reshaping the skyline.
“Soon to come up in terms of new hotels opening would be, formerly the Mirage, that is being transformed to a Hard Rock Hotel right now, which you can actually see is coming out of the ground - a guitar-shaped tower. It will have 550 suites, and you actually get to stay in the tower that overlooks the Las Vegas Strip,” he explained.
With Allegiant Stadium hosting the 2024 Super Bowl and WrestleMania 41 earlier this year, and major events like March Madness and the NCAA championships drawing fans, Las Vegas is firmly establishing itself as a year-round destination for sports fans - with plans to attract 2026 World Cup visitors too.
Technology and innovation are also at the heart of the city.
“The city’s embracing AI and technology. The best example would be looking at the Sphere, Las Vegas. There is no other visual that you can see in Las Vegas from any place that really brings your attention,” Brunelle said.
But beyond the bright neon lights and chaos of the city, travellers can discover a quieter side of the desert. Red Rock Canyon and the Valley of Fire are drawing nature lovers with their surreal landscapes, stunning hiking routes and growing ecotourism projects.
“When you say Las Vegas, no matter where you're at, people's faces light up because they have what they think the image of Las Vegas is. So it's about being yourself and coming and enjoying adult freedom,” Brunelle concluded.
Check out the video above to learn more about what Las Vegas has to offer.