Las Vegas Reports Increase in International Visitors

The number of international visitors to Las Vegas has risen over the past few years, even as total visitation has declined, according to figures from the Las Vegas Convention and Visitors Authority. In 2007, Las Vegas had 39.2 million visitors, including 4.7 million international visitors (12 percent of the total). In 2008, the total visitor count dropped to 37.5 million, but the international number jumped by 900,000 for an increase to 15 percent of the total visitor count.

“International visitors plan their trip in advance, stay longer, and spend twice as much money as a domestic visitor,” said John Bischoff, the LVCVA’s vice president of international brand strategy at a recent meeting of the Las Vegas Hospitality Association.

The increase in foreign visitors is largely the result of the LVCVA’s international branding efforts. Bischoff joined the LVCVA a year and a half ago to develop the company’s international sales division. In the 1990s, the LVCVA had eight international sales offices. In 2007, the LVCVA board of directors adopted a global strategy.

And in 2008, the LVCVA approved 12 offices representing 75 countries around the world. Prior to the new brand division, the LVCVA focused on the leisure market for foreign visitation. Today, each foreign office also employs a person devoted to MICE (meeting, incentive, conference and events).

The LVCVA’s strategic vision is a three-tier approach. The first tier is Canada, Mexico and the United Kingdom, which account for 70 percent of the international market, although that percentage is declining. The second tier, which accounts for 20 percent and is rising, is the European Union, Australia/New Zealand/Southeast Asia, South America and Russia/Eastern Europe. The third tier consists of the emerging markets of China, Russia, India and Brazil.

The LVCVA also is working to get more direct flights to Las Vegas and has met with much international success, especially in the United Kingdom, from where Virgin Atlantic currently offers nine weekly direct flights. Beginning Oct. 26, British Airways will debut daily direct flights, adding 7,500 more seats monthly.