As it begins its recovery – and it will be a long one – from the worst mass shooting in modern US history, Las Vegas should feel confident it will remain one of America’s most well visited towns.
In the short term, there will obviously be a cloud over the city, and the hotel from where the shooting took place – Mandalay Bay – will forever likely be linked to the tragedy.
But tourism, a US$60 billion industry in the city and one that has risen to a reported 43 million international visitors in 2016, if it is affected, will return to normal.
“Las Vegas has so much going for it in terms of the diversity of entertainment and attractions,'” California-based travel industry analyst Henry Harteveldt of Atmosphere Research Group told USA Today in the aftermath of this week’s tragedy, in which 59 people were killed and many more injured.
“It is one of America's playgrounds. So the star is tarnished but it will be polished at some point again in the future.”
Mr Harteveldt also expects new security measures to be put in place at Strip hotels and resorts, however daunting that seems.
“The challenge with the Las Vegas casino hotels is they are so large and they have so many different points of entry that trying to create a security barrier ... makes it difficult to implement,” he said.
A testament to the city’s pull as a tourist destination, Las Vegas was only recently named North America’s Leading Destination – for the seventh consecutive year – at the World Travel Awards, beating out New York, Chicago, Miami and Maui among other high-profile spots.
The Las Vegas Strip, which was the site of the shooting, was also named the continent’s Leading Tourist Attraction for the fourth year in a row. Among the nominees it beat to the award were the Empire State Building, Grand Canyon and Niagara Falls.
If that wasn’t enough, the city also took out the gong for North America’s Leading Meetings & Conference (MICE) Destination, after winning the global award for the category last year.