Currently, 13 percent of Las Vegas visitors come from outside the U.S., down from 18 percent before the Sept. 11 attack. With the shift to international image marketing, the city hopes to boost international visits to 15 percent of the total by 2010. The Las Vegas Convention and Visitors Authority tourism group's budget for international marketing is swelling from $12 million in 2006 to $17 million in 2008.
While Mexico, Canada and the U.K. are Las Vegas' primary international markets, the authority plans to roll out the image work in 2009-10 to secondary markets such as Germany, France, Japan, Korea, Australia and the emerging markets of China, Brazil and India.
In the U.S., the city's steamy slogan has helped boost the visitor count from 35.5 million in 2003, when it was introduced, to 38.9 million last year. And Vegas visitors are spending more than ever, with the average visitor shelling out $402 per person per visit in 2003 compared to $520 last year, per the tourism group.
The authority reports it is spending $131 million on marketing in the U.S. this year.