Strengths

Image of Destination Good infrastructure Well established organisations 81% annual repeat visitors High USD contribution. High domestic tourism from close by states in America (50%). Loyalty to the destination (81% repeat visitors) Ability to provide a wealth of experiences Little elements of seasonality on tourism High competitive forces which encourage lower prices and greater quality

Weaknesses

Location of Las Vegas and natural resources to support the citys growth Gambling image restricted to limited market segments Difficulty in travelling from locations such as Europe (as Las Vegas is in far west of USA) Only 19% annual new visitors Over 21 alcohol laws deter 18-20 year old travellers Low threat of potential entrants could make the market stagnant or even decline.

Opportunities

Appealing to wider markets by adding attractions and changing image Maintaining repeat visitors and increasing new visitors Holidays which appeal to family audiences Taking advantage of new forms of technology to improve hotel design etc.

Threats

Development of other destinations around the world such as Dubai, Abu Dhabi and the East

Development of alternative gambling capitals such as Macau, China. Credit Crunch and rising oil prices may reduce visitors from abroad. Possible reduction in visitor volume Global terrorism and war Access to natural resources (water)