Online travel insurance customers may be among those flocking to the casino capital of the world - attracted by its ability to cater for a wide variety of budgets.
Figures published by the Las Vegas Convention and Visitors Authority reveal UK holidaymakers account for the city's largest proportion of overseas visitors.
Cathy Tull, the authority's senior vice president of marketing, said British tourists also make up the third largest segment of overall international travel, just behind Canada and Mexico.
She noted that Las Vegas has a great deal to offer Britons, whether they be big spenders or more budget-conscious travellers.
"Access to the top chefs and restaurants, superb entertainment, relaxing spas and unparalleled shopping is within a 3.5 mile corridor," added Ms Tull.
In response to this increase in demand, British Airways recently became the first UK airline to launch a direct service to Las Vegas from London Heathrow.
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