LAS VEGAS (KLAS) Declining tourist numbers to Las Vegas have grabbed nationwide attention, and the Las Vegas Convention and Visitors Authority is launching a national advertising campaign to lure visitors back.

The “Welcome to Fabulous Las Vegas” campaign is listening to the “wants and needs of our visitors,” said Michon Marton, CEO of R&R Partners, the LVCVA’s advertising agency.

A 60-second television commercial will launch during Thursday’s NFL season opener between the Dallas Cowboys and Philadelphia Eagles. The commercial shows an office worker wishing for a break from the day-to-day doldrums. During the commercial, several famous Las Vegas locations are shown.

The commercial is meant to entice visitors to Las Vegas. You can watch the full commercial here.

Las Vegas visitor numbers have declined over several months, dropping by 12% in July. Hotel occupancy is down 7.6% from July 2024. The drop was attributed to people staying home to save money and fewer international travelers.

“This is an investment in the future of Las Vegas and a recovery from the slowdown we had this summer, but it’s a long-term commitment,” Steve Hill, LVCVA president and CEO said. “Las Vegas was built on hospitality, and this campaign is our renewed promise that as our city grows, our foundation remains unchanged: we are committed to providing fabulous experiences for every visitor, at every price point.”

The inspiration for the campaign came from the iconic “Welcome to Las Vegas” sign that greets visitors who drive into Las Vegas and is also a popular stopping point to take pictures.

“‘Fabulous’ isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise,” Hill said.

Other aspects of the campaign include lighting up the “Welcome to Las Vegas” for 24 hours in purple on Thursday. Resorts and landmarks such as Fremont Street Experience will turn purple from 6:30 to 7:30 p.m., and marquees will feature the “Welcome to Las Vegas” message according to the LVCVA news release.

“You have the amazing downtown with Fremont Street, and then you have the entire Strip, so we wanted to show a little of everything, so our visitors know they can experience what they want to at any price point,” R&R Partners CEO Michon Marton said.

The campaign is also paying attention to customers who fly into Las Vegas by making some changes to the rideshare pickup zone in Terminal 1 at Harry Reid International Airport, by offering “Fabulous Pickups.” Starting Monday, September 12, the pickup zone will have colorful lighting, plush seating, a neon selfie wall, and occasional live performances.

On Monday, September 15, New York’s Times Square will debut a 3D anamorphic billboard about Las Vegas. There will also be a large billboard display on Sunset Boulevard in Los Angeles, urging people to “Come to Fabulous Las Vegas.”

“We don’t get to do branch launches all that often; we only do them every five or 10 years. We think the timing is right, we think the messaging is right,” Hill added. 

On September 15, during the Raiders’ first home game, there will be a “Fabulous Tunnel Walk” as the players enter the stadium.