Here’s the good news: if you’re a tourist, Vegas is suddenly trying really hard to like you again.

We (Vegas!) lost about 7 million visitors last year, pushing tourism numbers back to early-2000s levels. And no, that’s not a rounding error. That’s a full-on “what the hell are we doing?” moment.

So what’s the plan?

Simple.
2026 is going to be a loss leader.

Free rooms. Cheap drinks. Food specials that look suspiciously like 2009. Anything to get people back on planes and to remind them to put Vegas back on the vacation list. (Happy Ending with your beer sir?) Please. Pretty please.

And honestly? If you’re a visitor, this is fantastic.

Vegas Is Discounting First and Asking Questions Later

Every casino operator I know is pulling out all the stops. This isn’t subtle. This isn’t strategic. This is acquisition at any cost.

Midweek rates are collapsing. Promotions are stacking. And the message is clear:

“Just come. Stay a while. Spend something. We’ll figure out the rest later.”

Foreign tourists are getting especially aggressive offers. Circa Las Vegas is openly targeting Canadians with $500 in free slot play and 1:1 currency parity, your Canadian dollar spends like a U.S. dollar.

For context, the last time the Canadian dollar was actually on par with the U.S. dollar was 2007. Before that? 1976.

Vegas isn’t predicting exchange rates.
Vegas is saying, “We don’t care. Just get here.”

The Funny Part? The Value Casinos Are Winning

Here’s the irony.

The places doing best right now aren’t reinventing themselves. They’re the ones that never abandoned value in the first place.

Ellis Island Casino

Ellis Island has always been a value destination. Always. They didn’t chase luxury pricing, they didn’t pretend to be something they’re not, and now they’re finishing a full casino floor remodel in February.

While others are scrambling to discount, Ellis Island just looks… prepared.

Palms Casino Resort

Palms, one of Casino Quest’s destination partners, currently has six working craps tables, with two dedicated $5 tables, and strong rumors they’re adding two more.

That matters. You don’t add low-limit live tables unless you want people on your floor. Real people. Not just screenshots of high-limit rooms on Instagram.

Palace Station and Station Casinos

Station Casinos are leaning hard into value:

• Aggressive room promotions

• $3 beers

• $3 margaritas

• $5.99 burger meals

• And a new Casino Quest discount rate coming soon

That’s not an accident. That’s listening.

The Problem Nobody Wants to Talk About: Margins vs Brand

Here’s where this gets uncomfortable.

Vegas is racing to the bottom on price, not rebuilding its brand.

Discounting fixes occupancy.
It does not fix experience.

Lower margins mean:

• More automation

• Fewer experienced dealers

• Fewer human interactions

• A floor that feels cheaper, even when it’s busy

You can’t spreadsheet your way into loyalty.

Vegas was built on personalities, energy, and moments. Right now, it’s trying to solve a branding problem with a pricing algorithm.

Meanwhile… Someone Is Paying Attention

This is where Casino Quest lives.

While casinos are focused on price wars, we’re focused on:

• Community

• Experience

• Education

• Giving gamblers a reason to feel connected again

We’re doing the heavy lifting, building players, not just foot traffic, and honestly hoping someone on the casino side eventually looks up and says:

“Wait… those people over there?
They’re the gamblers.”

HELLO out there.
Is anyone watching?

Because the tourists are back for value right now.
But the gamblers? They’re looking for something more than a cheap room and a plastic cup.

When Vegas remembers that again, the race to the bottom can finally stop.

Until then… enjoy the deals.