Some say they long for the old magic of Vegas to return.
LAS VEGAS—Lately, Andy Zimmerman has seen a new type of visitor walking along the fabled Las Vegas Strip looking for the old Vegas magic.
He calls them “one-and-none.”
“They come to Vegas. They’re displeased with the cost. They’ll make one trip, and they won’t come back,” Zimmerman, chief financial officer for the Gold & Silver Pawn Shop in Las Vegas, told The Epoch Times.
Bright flashing signs still light up the heart of Las Vegas as they have for decades, but this year, their glow has not brought the usual crowds to the famous Strip.
Between January and October, more than 32 million people visited the city, a 7.6 percent drop from 2024, according to the Las Vegas Convention and Visitors Authority.
July dropped 12 percent year-over-year, marking the sharpest decline. That month, just over 3 million people visited—nearly half a million fewer than the previous July.
Zimmerman recalls a time when the city crackled with energy and its hotels and casinos were always full. Now, he finds that tourists are increasingly discouraged by the high cost of visiting the Strip in a tight economy.
With wallets tighter and hidden fees lurking at every turn, the city is becoming harder to sell to visitors at home and abroad, he said.
Las Vegas was “built on value,” Zimmerman said, and it was once a place where anyone, regardless of how much money they had, could visit and feel like a high roller.
Visitors now have to pay resort and parking fees, as well as additional charges for early check-in and basic services.
Local businessman Gill Hayon said visitors no longer feel they are getting good value for their money.
“Vegas was a town of comps [free goods and services],” he told The Epoch Times. “And if you were gambling, you were getting incentives to come in.”
“So there was value added. You could come here and have your dream vacation, no matter what budget you were on.”
Zimmerman said that since the COVID-19 pandemic, corporate pricing strategies at the big casino hotels have rewritten the rules of value on the Strip, and everyday tourists have begun to react to the higher prices.
“The hotels don’t do a good job of recognizing their customer base,” he said. “There are all kinds of added fees. The customers aren’t used to it.”
Not long ago, a breakfast buffet might cost $4.99 or less, and free meals and rooms were a familiar bonus. Today, if you find yourself longing for chicken parmesan at the legendary Flamingo Las Vegas hotel and casino, get ready to part with at least $51 before tip. A three-night stay that seems like a steal at $289.20 on Priceline suddenly swells to $342.20 after resort fees, parking, and taxes appear on the final bill.
“From what I’m hearing, [some hotels will] charge $8 or $10 for a bottle of water and similar items. It just upsets people,” said Zimmerman, who has lived in Las Vegas for 35 years.
The busy pawn shop where Zimmerman works is well known from the History Channel’s hit show “Pawn Stars.” However, Zimmerman said fame alone does not guarantee tourist foot traffic.
Meanwhile, although Jonathan Jossel, CEO of the Plaza Hotel and Casino, agrees that Las Vegas should make sure visitors feel they get good value for their money, he believes the media has overstated the drop in tourism.
“We saw record increases in tourism in the last few years after the pandemic,” Jossel told The Epoch Times via email. He added that record increases year after year aren’t sustainable.
“There’s a saying that trees don’t grow to the sky, and just because we aren’t experiencing record levels of tourism right now doesn’t mean Las Vegas is dead. In fact, the Plaza has been very busy this year,” Jossel said.
“We also need to give visitors a reason to come to Las Vegas for a vacation, not just for special events. Before Las Vegas had sports teams, F1 [Formula 1 racing], or headliner concerts, people came to Vegas to gamble, eat, drink, and have fun,” Jossel said.
In recent years, the city has worked to boost tourism and grow its economy by offering more than just gambling. New attractions and sporting events have played a big part.
In 2020, Las Vegas welcomed the NFL’s former Oakland Raiders, and the NHL’s Vegas Golden Knights started playing there in 2017.
From Dec. 4 to Dec. 13, Las Vegas was host to the Wrangler National Finals Rodeo for the 40th year, drawing thousands of visitors and generating millions in revenue.
While tourism on the Strip struggled in 2025, gaming revenues rose by $652.1 million, a 2 percent boost for the fiscal year, according to Gambling Insider, which also reported that gambling brought in $1.2 billion across Nevada, 5.5 percent more than the year before. Baccarat alone drew in more than $115 million in revenue.
By Allan Stein
