As former Las Vegas mayor and preeminent civic booster Oscar Goodman notes, “investment in entertainment remains paramount” to maintain global visitor appeal. Judging by the kaleidoscope of new attractions coming into the market—several over the top even by Vegas standards—it’s a priority the city has enthusiastically embraced.

Expected to open in late 2013, the LINQ is Caesars Entertainment’s new $550 million outdoor dining, retail and entertainment district in the heart of the Strip. Providing the wow factor is the High Roller, eclipsing both the London Eye and Singapore Flyer as the world’s largest observation wheel. Rotating once every half hour, the 550-foot-tall wheel features 28 glass-enclosed cabins, each accommodating 40 people.

This April, MGM Resorts International announced plans for its own entertainment district. Anchored by a new 20,000-seat arena, the project, targeted for completion by early 2014, will transform the Stripside facades of MGM’s New York-New York and Monte Carlo resorts into an outdoor plaza featuring new bars, eateries and retailers. Extending the new outdoor experience will be a public park leading to the arena.

There is much more. Complementing the billions going into new meetings, conventions and business infrastructure, major investment dollars are sending the city’s entertainment stock sky-high. From mega-watt nightclubs to exciting eateries to dazzling theatrical shows, the head-spinning new enticements hitting Vegas will assure its place as one the world’s top playgrounds.