Bargain-filled Laughlin draws visitors as Las Vegas tourism softens

Laughlin, a small Nevada casino town about 100 miles south of the Las Vegas Strip, is seeing a surge in visitors drawn by lower room rates, fewer fees and restored guest perks as Las Vegas experiences year-to-date declines in tourism, according to industry and local officials.

Data from the Las Vegas Convention and Visitors Authority show Laughlin welcomed about 859,000 visitors from the start of the year through July, a roughly 6% increase compared with the same period a year earlier. By contrast, the LVCVA reported Las Vegas recorded about 22.6 million visitors through July, a decline of approximately 8% — about 2 million fewer visits — from the prior year. LVCVA figures through August indicated Las Vegas tourism was down further, with broader measures showing single-digit declines in visits.

Laughlin, which has about 8,000 permanent residents and traditionally attracts roughly 2 million visitors annually for gambling, water sports, shows and local events, advertises a stretch of eight hotel-casinos along the Colorado River. Some properties in Laughlin list room rates far below typical Las Vegas Strip pricing; for example, Laughlin River Lodge advertised rates starting near $70 and Edgewater Casino Resort listed some rates under $30 in online promotions.

Local managers and tourism operators say the town’s appeal also rests on amenities that have been reduced or monetized on the Strip. ‘‘You get a lot of bang for your buck here,’’ Diana Fuchs, marketing and entertainment director for the Riverside Resort in Laughlin, told the Las Vegas Review-Journal. Laughlin properties commonly promote complimentary services such as free Wi-Fi and parking and offer tiered rewards programs that accumulate points redeemable for slot play, comps and cash back.

Industry veterans and frequent visitors have criticized some Las Vegas operators for adding fees and cutting complimentary services that once encouraged repeat business. Aaron Perez, a hospitality veteran who has organized events in Las Vegas for 16 years, said he believes many benefits that once drew returning customers have been removed and replaced with fees. ‘‘The comp culture that once brought people back to Vegas is diminished or gone, and instead the Strip has kind of been pricing out their bread-and-butter visitors in favor of trying to only cater to the top one percent,’’ Perez said.

Perez cited examples of high in-hotel prices and extra charges, recounting a friend’s recent stay at a major Strip property where a Diet Coke cost $15 and a bottled water $26. Other travelers and local small-business owners described steep prices for food and drinks; Trevor Chiodini, co-owner of London Bridge Jet Boat Tours in Laughlin, said a rum and coke in Las Vegas recently cost him $17 and described the experience as ‘‘fee after fee after fee.’’

Laughlin casino websites highlight rewards, local discounts and value-priced dining and entertainment as selling points. Operators say affordable room rates and lower ancillary costs are persuading both regional residents and day-trippers to choose Laughlin for short getaways.

Las Vegas remains larger by visitor volume and revenue, and Strip operators point to ongoing investment in major resorts, entertainment and conventions. But the shift in some customers’ preferences underscores the sensitivity of leisure travel to perceived value, especially as travelers weigh accommodation and on-site costs.

LVCVA officials and casino industry analysts say the market will continue to evolve as operators balance premium offerings with the expectations of regular gaming customers. For now, Laughlin’s uptick offers a case study in how lower fees and restored perks can redirect discretionary tourism dollars within a single state market.