Las Vegas Launches New Branding for Convention Sector
The campaign follows 15 years of IMEX America, which brought 185,000 visitors to the valley.
Updated on Oct. 21, 2026 in Casino
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Tourism officials are marking 15 years of hosting IMEX America as the city moves to pivot its marketing strategy toward a new campaign. The milestone highlights the ongoing role of the meetings and conventions industry in the local resort-based economy.
Why it matters
Conventions remain a primary engine for Southern Nevada, driving $17.1 billion in economic output for the region in 2025 alone. City leaders are banking on this sector to sustain employment and resort-corridor revenues as they roll out their new brand platform.
IMEX America has drawn 185,000 participants over its 15-year tenure in the valley, contributing $360 million to the local economy. In 2025, Las Vegas hosted 6 million convention attendees, who generated $17.1 billion in total economic output.
The players
LVCVA
The Las Vegas Convention and Visitors Authority acts as the region's primary tourism and marketing body.
Mandalay Bay Convention Center
This facility served as the host site for the 2026 IMEX America trade show.
The details
The LVCVA used the recent trade show at Mandalay Bay to celebrate the partnership and launch The Vegas Effect brand platform. This new initiative utilizes social and digital media campaigns to promote the region's convention capabilities. These efforts continue to support the valley's 15 million square feet of event space and 150,000 hotel rooms.
Timeline
2025: Las Vegas hosted 6 million convention attendees.
October 13-15, 2026: The IMEX America trade show took place at Mandalay Bay.
October 21, 2026: Industry leaders celebrated the 15-year anniversary of the partnership.
Beyond the Strip
This focus on long-term convention branding follows a pattern set by the Las Vegas Convention Center expansion in securing the region's market share for large-scale events. It extends that physical investment into a new strategy aimed at shifting the city's global professional image.
Residents should expect ongoing heavy traffic volumes around the resort corridor as the city continues its aggressive schedule of convention-driven events. Commuters near the Strip and the airport should account for these recurring spikes in regional visitation.
The takeaway
The sustained growth of the convention sector confirms its role as a bedrock of our local economy. Watch for how the new brand platform influences upcoming hotel booking trends and mid-week resort occupancy numbers in the coming quarter.
Further reading
For more on the regional resort industry, visit the Casino section.
More information
Find further details on city marketing and convention statistics at the LVCVA official website.
Source note: This article includes information reported by EXHIBITOR Online.
Live Poll
Should local governments prioritize attracting large conventions to boost the local economy?
