China Casino tourism market: Macau

China Casino Tourism Market: How To Promote A Casino To Chinese Tourists?

Looking to tap into the thriving Chinese tourist market for your casino business? You’re certainly not alone in that game! As it turns out, China’s casino tourism boasts some eye-opening numbers — a staggering US$22.30 million gross gaming revenue by 2032 is on the betting table (from US$10.23 million in 2022).

In this blog post, I’m thrilled to share some key strategies and insights on attracting Chinese tourists right through your glitzy doors. Ready to play for those high stakes? Let’s roll!

Key Takeaways

  • Use a Chinese-language website and social media to talk to potential casino guests.
  • Partner with travel agencies in China. They can help bring large groups of tourists to your casino.
  • Work with famous people from China. They can tell their fans about your casino.
  • Understand the likes and dislikes of Chinese tourists. Provide VIP services just for them.

Chinese Gambling Market Overview

China’s gambling landscape is incredibly diverse, encompassing a wide range of activities that span the traditional to the contemporary. From ancient games like Mahjong and Pai Gow to state-run lotteries and the glitzy world of casinos, China offers a rich tapestry of gambling options that cater to various tastes and preferences.

In recent years, it has experienced remarkable expansion, with a notable focus on casino gaming, sports betting, and online gambling platforms. The market’s sheer scale positions it as one of the world’s most significant gambling hubs.

Source: Nikkei Asia

Gambling is generally prohibited in Mainland China

While some forms of gambling are permitted and regulated, others remain strictly prohibited. For instance, lotteries are state-run and legal, while casino gambling is largely confined to the Special Administrative Region of Macau. Understanding the intricacies of these regulations is paramount for both operators and enthusiasts.

Online gambling popularity: a digital revolution

The advent of the internet has ushered in a digital gambling revolution in China. Online gambling platforms, including sports betting, poker, and virtual casinos, have gained immense popularity among tech-savvy Chinese consumers.

This trend is driven by the convenience and accessibility of online gambling, allowing individuals to participate from the comfort of their homes or on the go via mobile devices. Most importantly, online gambling, in contrast to the casino sector, is legal in China and is not facing any of China’s anti-gambling campaigns.

The $24 Billion Online Casino Boom China Is Struggling to Halt - Bloomberg

Macau: the new casino capital of the world

No discussion of the Chinese gambling market would be complete without acknowledging Macau’s meteoric rise as the world’s premier casino city. Located just a stone’s throw from Hong Kong, Macau has transformed into a glittering enclave of luxury resorts and high-stakes gaming.

The city’s gaming revenue is earned mainly thanks to Chinese tourists, and outpacing even the famed Las Vegas Sands. Macau’s success has been driven by its unique status as a Special Administrative Region with its regulations, attracting both local and international operators.

When it comes to the main Macau casino operators, Sands China is a definite leader, followed by Galaxy Entertainment Group LTD and other Macau’s casino operators listed below:

Macao bets on a new future as China cracks down on gambling - Nikkei Asia
Source: Nikkei Asia

Macau’s development as a global gambling destination reflects the Chinese gambling market’s ever-changing dynamics. Its gaming industry has evolved from a regional attraction to a global phenomenon, enticing visitors from around the world. The city’s skyline is adorned with iconic casino resorts, making it a must-visit destination for those seeking unparalleled gaming experiences.

Gambling preferences of Chinese tourists

Chinese people love gambling and love casinos. They like the thrill of games and winning money. Many Chinese casino visitors are not just gamblers, but also lovers of shopping, dining, shows, and other fun stuff at the casino.

They enjoy being in a lively place with many activities happening all around them. Just playing slot machines or table games is not enough for them!

In fact, there was a study that looked closely into how Chinese tourists behave inside a casino based on who they were – their age, job, where they lived – and when they liked going to casinos – holidays or weekends? This study found that some groups should be made special offers as they react differently to different types of entertainment.

What’s more exciting? An idea was born: A program only for new Chinese gamblers! This program would help these players have more fun while boosting the money earned by gaming places from this group of people: The High-Spend Chinese Tourists!

Now you see – understanding what these guests prefer can make or break your success in getting them through those gleaming glass doors! And remember – it’s not just about gambling; it’s about giving the best experience possible so your guests will keep coming back for more.

China's ban on gambling is a cash gift to the rest of Asia

What are the most preferred games among Chinese people?

While individual preferences can vary significantly, several key trends and preferences are commonly observed among Chinese tourists:

  • Table Games: Chinese tourists often enjoy table games like baccarat, blackjack, roulette, and poker in casinos due to their social nature and strategic appeal.
  • Slot Machines: Themed and progressive jackpot slot machines are popular among Chinese tourists for their excitement and potential for significant payouts.
  • VIP and High-Stakes Gaming: Many Chinese tourists are drawn to VIP and high-stakes gaming areas within casinos, seeking prestige and exclusivity.
  • Mahjong: The traditional Chinese tile-based game Mahjong is favored by some Chinese tourists, and casinos in certain regions offer Mahjong tables to cater to this preference.
  • Cultural and Superstition Considerations: Chinese tourists may base their gambling choices on cultural beliefs and superstitions, such as lucky numbers, which can influence their game selections.
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Chinese traditional Mahjong game

Importance of shopping and spending in Chinese tourism

Chinese travelers love to shop. They like duty-free shopping and spending a lot of money on fine items. Many Chinese tourists favor luxury brands. These travelers are key to the growth of casino tourism.

It is not just about gambling for them, they enjoy shopping too! This makes them special in the world of casinos. Every casino should keep this in mind when trying to attract these price-savvy consumers from China.

Offering prime shopping destinations could be part of the winning strategy.

Strategies to Attract Chinese Tourists to Casinos

Whether you want to attract Chinese people to your online gambling site, or invite them to your casino destination, here are the steps you should take into consideration:

Develop a Chinese website

Starting a Chinese website can be a big step to draw in more Chinese tourists. Here’s how you can do it:

  1. First, pick a name for your site that is easy for Chinese visitors to say and write.
  2. Make sure your casino’s website has both English and Chinese versions.
  3. Use clear, simple words on the Chinese page to describe your casino.
  4. Put up many colorful photos of your casino and its games.
  5. Don’t forget to share stories from happy customers using their own words.
  6. Add all needed details about location, hours, contact info, and any special offers.
  7. Be sure to keep the website’s design clean and easy to use.
  8. Finally, check it all works well on mobile devices as this is how most visitors will view it.
China casino tourism market: website

Utilize search engine optimization (SEO) for Chinese platforms

To attract Chinese tourists to your casino through Baidu SEO, follow a strategic approach. Begin by conducting thorough keyword research to understand their search habits. Optimize your website content by translating it into Mandarin, highlighting essential information, and ensuring mobile-friendliness.

Hosting your site within China can boost its visibility, and building backlinks from reputable Chinese websites enhances your authority. Utilize Chinese social media platforms like WeChat and Weibo to engage with potential visitors.

Listing your casino in local directories and regularly updating your content, including blogs and event announcements, can help maintain a strong online presence. Continuously monitor and adjust your strategy based on analytics to remain competitive.

Use Baidu PPC and paid ad links/banners

We apply Baidu PPC and paid ad links/banners as part of our marketing strategy for Chinese tourists. Here’s how we do it:

  1. We start with setting up a PayPerClick advertising campaign on Baidu. This step is key for targeting our Chinese audience.
  2. We focus on the travel industry in the ads, making sure they promote the casino to Chinese tourists.
  3. We aim to increase our visibility on Baidu’s search engine by using their Paid Advertising service. It gets us seen more often.
  4. Our ads show up not just on Baidu’s search pages, but also on other websites that are important to us. That way, more people spot them.

Engage on Chinese social media platforms

Leveraging Chinese social media platforms is a powerful strategy to attract Chinese tourists to your casino. Create official accounts on WeChat and Weibo to share promotions, events, and engaging content. Utilize Xiaohongshu for lifestyle-related content and Douyin for short videos.

Craft content that highlights unique casino experiences and engage with followers actively. Consider paid advertising and collaborations with influential figures. Keep your content fresh and analyze performance to refine your strategy. These platforms offer a direct route to engage with Chinese tourists and generate excitement about your casino.

Understand Chinese gambling customs

Chinese tourists love going to casinos. It is part of their fun when on a trip. But, knowing how they like to gamble matters a lot. The way we do things in our casino should be friendly to the Chinese culture.

For instance, number 4 sounds like ‘death’ for them so it’s bad luck! So, say no to anything with four in your casino if you want more Chinese customers. Also red and yellow please them as these colors carry good fortune for them!

Making spaces where they can enjoy private games also draws more of them. VIP gambling sector is a huge thing in China. Plus, treating high spenders to VIP services makes a casino the place they love being at while on trips out of China.

Inside the Macau Casino VIP Room
One of Macau’s casino VIP rooms

It’s not just fun that drives Chinese folks into casinos; displaying wealth is part of their motives too since this boosts esteem before others back home! Therefore we need lots of betting options that make big wins possible!

Offering personalized experiences and VIP services

Marketing a casino to Chinese tourists is easier when you make them feel special. Offering personalized experiences and VIP services is one way to do that.

First, get to know their likes and dislikes. This helps in providing tailored experiences that they will enjoy. They prefer unique and exclusive services. Try adding special table games or slot machines just for them.

Listen to what they say about your casino on social media or review sites after their visit. This behavioral analysis can help improve services and draw in more patrons over time.

Be mindful of cultural differences – Chinese tourist’s values matter a lot while marketing your casino to them. Cultural shock might occur if they see “uncivilized behavior”. Always strive to maintain high standards of service to avoid any discomfort.*

Providing convenient payment options for Chinese tourists

China’s tourists love simple ways to pay. As a casino management employee, make sure your casino gives them that ease. How? Use payment methods they know and trust from home. Offer options like WeChat Pay or Alipay to enhance their casino experience.

These choices are familiar and easy for them to use. This step cuts down on stress when it’s time to enjoy gaming or shopping at the venue. So, keep in mind: easy payments mean smiling Chinese visitors ready to bet big at your tables!

Creating tailored marketing campaigns for different age groups and tourist types

I know the power of crafting unique marketing plans. Not every person in China wants the same thing. A simple, one-size-fits-all plan may not work well. It’s important to reach different age groups and traveler types.

Think about their age

Younger tourists might want fun games and vibrant nightlife. Older visitors could look for more traditional, relaxed settings. Adjust your campaign to make sense to both groups.

Check their income

We have rich tourists who expect top services. There are also those on smaller budgets who seek value for their money. Tailor your messages for each group’s lifestyle.

Understand travel motivations

Some Chinese tourists come to your casino for gaming alone; others just want an exotic trip with a bit of gambling added. Emphasize gaming excitement in some promotions, and the overall experience in others.

Does a tourist prefer live shows or private game rooms? Try to learn this before they walk through your door, then tailor your messages to their interests.


Promoting a casino to Chinese tourists is not just about games. It’s also about knowing their likes and needs. Make use of digital tools like Baidu SEO and Weibo social media for better reach.

With the right strategy, you can make mainland Chinese travelers love your casino!

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