Increased air access has helped push the annual number of UK travellers to Las Vegas up by almost 40% to 182,156 in the year to September.
Figures show that direct passenger arrivals from UK carriers into Las Vegas grew by 39% from 130,810, out-performing the predicted growth of 30% for the full year.
The rise is due largely to new direct flights added by British Airways in October 2009.
Virgin Atlantic, which has operated a direct service from London to Las Vegas for ten years, also saw passenger numbers rise 4% between May and September 2010 compared to the previous year.
Air access from the UK will expand next year as Virgin Atlantic introduces flights from Manchester in April and BA increases capacity by 18% from the summer.
The UK remains the number one source of overseas travellers to Las Vegas, spurred on by an increasingly favourable exchange rate and a growing awareness of the desert city’s non-gaming attractions, according to the Las Vegas Convention & Visitors Authority.
The figures emerged as the city prepares to will reach a milestone of 150,000 hotel rooms with the opening of the 2,995-room Cosmopolitan on December 15.
Las Vegas already claims to be the record-holder for the largest number of rooms in a single US destination and achieves occupancy levels above 80%.
The Cosmopolitan will consist of two 50-storey towers overlooking the heart of the Las Vegas Strip, with three swimming pools, a spa, nightclub, casino and 12 restaurants, cafes and buffets.