Wellness tourism moved squarely from niche to mainstream, with 84% of Americans now ranking it as a travel priority. Amidst this rise, the United States drinking rate is at a 90-year low, and just 54% of American adults say they consume alcohol. As consumer sentiment on alcohol and health shifts, Las Vegas highlights a different side of its personality.

Vegas sees opportunity in wellness travel, a welcome trend amidst an overall decline in tourism. Visitor numbers have been down year over year for nine straight months. The city has been buffeted by strained household budgets and a steep decline in Canadian visitors to the U.S. Local investment in wellness offerings continues unabated.

A new kind of fabulous

With alcohol consumption at historic lows and wellness spending growing at a h

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