• by Danielle Oster , Yesterday

Las Vegas’ new tourism campaign from the Las Vegas Convention and Visitors Authority (LVCVA) leans into the city’s long-running and widely recognized welcome sign, which has greeted some 1.5 billion visitors over the years, according to LVCVA.

The “Welcome to Fabulous Las Vegas” campaign echoes the language on that neon-lit welcome greeting introduced in 1959, while going all-in on “fabulous.” The spot debuted with an ad during last week’s first NFL game of the season between the Dallas Cowboys and Philadelphia Eagles.

In the 60-second airing, a woman faces the drab everyday realities of office work, when suddenly her desk transforms into a piano and she’s transported to iconic Las Vegas destinations including Circus Circus Hotel & Casino, Fremont Street Experience, The Orleans Hotel & Casino, and The Venetian Resort Las Vegas. The spot is set to the song “Welcome to Fabulous,” performed by GrammyAward-winning singer Eryn Allen Kane and produced by Grammy-nominated producer and songwriter Dave Sitek.

“Fabulous’ isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise,” said LVCVA CEO Steve Hill, calling the campaign a “renewed promise” to provide “fabulous experiences for every visitor, at every price point.”

The campaign includes OOH and experiential activations rolling out over the coming weeks, as well as a series of partnerships and special offers. OOH elements include a 3D billboard in Times Square, which creates the illusion of breaking through the digital screen. An upcoming activation in Los Angeles on September 15 will feature a large billboard blinking “Welcome to Fabulous Las Vegas” and “Come to Fabulous Las Vegas.”

There will also be a “Fabulous Pickups” activation on September 12, greeting visitors at Terminal 1 in Harry Reid International Airport with music, colorful lighting and seating, and a neon “selfie wall” to boost social media engagement. At select moments, this will include live performances and DJs hosted at the terminal.

During the Las Vegas Raiders’ first home game at Allegiant Stadium on September 15, the campaign’s “Fabulous Tunnel Walk” activation will transform the dingy hallway into a high-energy backdrop.

“Welcome to Fabulous Las Vegas” arrives amidst a tourism decline for the city. Visitor volume was down 7.3% for the year compared to 2024, as of July 30, according to LVCVA’s year-to-date summary. While that includes an 11.9% decline for February partially explainable by the city hosting the Super Bowl in 2024, it also includes an 11.3% dip in June, and year-over-year visitor volume declines for each month of the year thus far.

An overall decline in international travel to the U.S. is also a likely contributing factor, with the U.S. economy on pace to lose about $12.5 billion due to lost spending from such travelers, according to the World Travel & Tourism Council.

This new campaign emphasizes Las Vegas’ attractions beyond gambling to boost visitor volume, as noted by Michon Martin, CEO of LVCVA’s longtime agency of record R&R Partners, in a statement.

“Just as we did over two decades ago with the ‘What Happens Here, Stays Here’ campaign, we’ve learned from extensive research and most importantly, we’ve listened to the wants and needs of our visitors.”