The entertainment capital of the world is looking to build on its position within the UK market by showcasing its growing calendar of major events and highlighting the most efficient ways for agents to help their clients get the most bang for their buck
Vice President of Marketing at the Las Vegas Convention and Visitors Authority, Fletch Brunelle, sat down with Travel Bulletin at WTM London to talk about the mutual love between British holidaymakers and Vegas.
“The UK is our number one overseas market and has been for many years,” Fletch said. “There’s always been an affinity for UK visitors in the destination. When you think about the entertainment, the variety of food and beverage, and the great outdoors that is within proximity to Las Vegas, there are just so many things for people from the UK to see and do.
“They just continue to love the destination, and the destination loves them back.”
A Vegas for every budget
With value for money an increasingly important factor for British travellers, the destination is eager to highlight the range of experiences available to fit every wallet.
“There are things to do that are low cost or no cost,” Fletch explained, pointing to attractions such as the Bellagio Fountains, the Fremont Street Experience and trips out to Red Rock Canyon and Hoover Dam.
For those looking to manage the overall cost of a holiday, hotel packages are another option, with many available through the trade and tour operators.
“Pricing has become a little bit more flexible. We know that after the pandemic, things have gone up, but there is a desire for many of the property groups to bring prices down and make it more attractive.”
The UK-based Las Vegas office works directly with the trade to deliver training sessions in order to help agents understand what is new in the destination, and how to match experiences to different budgets.
“It's making sure they understand the different things that are available. There are things that are more affordable, and then things for those that want to go and spend some money on a little bit more luxurious. That's available too.”
A reason to stay
Major sporting and entertainment events are increasingly acting as the starting point for trips, with visitors building longer stays around the experience that initially attracted them.
According to a study by MMGY, more than 30% of people choose a destination because of an event, making it an important opportunity for agents to create packages that extend beyond the headline occasion.
For Las Vegas, the annual Formula One race is set to remain a major fixture, following a new agreement that will keep the event in the city through to 2037. The race takes place on the weekend before Thanksgiving in the states.
Other major dates on the horizon include the 2029 Super Bowl and the return of the NRL season launch to Las Vegas in February 2027. Oasis are also expected to bring their tour to the city in August 2027.
New developments add to the appeal
Among the major developments in the pipeline for the destination is the striking new Hard Rock Hotel, which is scheduled to open in late 2027 on the former Mirage site.
The property will feature 3,600 rooms, including an all-suite guitar-shaped tower standing at 660ft. Located close to the Sphere, The Venetian and Wynn, the property is expected to become a prominent addition to the city's skyline.
“When you come into Las Vegas and see this [Hard Rock Hotel] in the centre of the Strip, it's really quite incredible in terms of what that will do to the skyline. It will be a phenomenal addition.” Fletch said.
Another significant addition will be the Las Vegas A's ballpark, which is planned to have 30,000 seats and sit opposite the MGM Grand. With 81 home games during the baseball season, running from March to September, it will provide another regular reason for sports fans to visit.
“It's also an area where we're going to have other events there,” Fletch said. “It will be a place where people can go and see and do other things, similar to what we've done with Allegiant Stadium.”
Food is another area the destination is keen to promote to British visitors. Michelin has returned to Las Vegas for the first time since 2009, with 24 restaurants recognised at various levels.
Direct flights remain key
Increased airlift continues to play an important role in the destination's UK growth strategy, as Fletch highlights the convenience of direct services from London.
There are currently 18 weekly flights from Heathrow to Las Vegas, alongside one-stop connections.
“Those non-stops really make it better for somebody on a leisure trip to be able to get there quickly and start to enjoy their vacation.
“Working with the tour operators in terms of accessibility to the air seats, combining it with the hotel rooms and attractions is so important.”
WTM London is taking place from November 3rd-5th, 2026, at the ExCel London
