American homosexuals are one of the world's most attractive leisure travel submarkets as a result of their $65 billion in annual expenditures. Las Vegas, like many other cities, aims to redirect a larger number of this group to its casinos. In the case of Las Vegas, promotion among gays and lesbians requires a special approach.

They started by printing ads in three popular gay publications, as well as in some other non-gay magazines. One of the favorite promises for gay getaways is that visitors will enjoy a numerous gay community. However, in the case of Las Vegas, the promise is just the opposite: to enjoy the attractions that appeal to everyone else.

Reports on surveys show that U.S. gays and lesbians spend about $65 billion dollars on travel per year, what means more than $5000 dollars per person on vacations. Of those asked, ninety-eight percent preferred a “gay-friendly” destination, among which Las Vegas turned out to be their second favorite.
As the Oscars showed through this year’s Academy Awards, the gay community is becoming more and more valued and recognized. The popularity of films such as the gay cowboy love story “Brokeback Mountain”, the biographical movie about the gay writer “Capote” and the nomination of Felicity Huffman for her portrayal of a preoperative transsexual in “Transamerica” probe this fact.

Moving on, Las Vegas’ marketing efforts are also aiming for other demographic categories. Hispanics and black travelers have been targets of Las Vegas marketing efforts for approximately five years and, furthermore, a new campaign targeting Asian-Americans is being planned.