Chinese Casino Tourism Market in New Zealand

Chinese Casino Tourism Market in New Zealand

Chinese Gambling Market Overview

China’s gambling market is vast and diverse, ranging from traditional games like Mahjong and Pai Gow to state-run lotteries and the glitzy world of casinos. In recent years, the market has expanded significantly, with a notable focus on casino gaming, sports betting, and online gambling platforms. This has positioned the market as one of the world’s largest gambling hubs.

Gambling is generally prohibited in Mainland China

While some forms of gambling are permitted and regulated, others remain strictly prohibited. Lotteries are legal and state-run, while casino gambling is largely confined to the Special Administrative Region of Macau. Understanding the intricacies of these regulations is essential 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.

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, 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. 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. Macau have some of the most beautiful and best casinos in the world.

New Zealand: A great landscape for casino tourism

New Zealand has a thriving casino tourism industry, with the country’s natural beauty and adventure tourism attractions serving as a major draw for international visitors. Tourism is now New Zealand’s largest export market, and China is the second-largest source of tourists to New Zealand. The makeup of group and independent Chinese tourists has been shifting along with changing expectations and preferences. The 2019 Year of Tourism with China presented an opportunity to discuss how New Zealand can grow this market sustainably. A big percentage of the revenue at the land based casinos in New Zealand comes from tourists and as China is the second biggest tourist group it would make sense to work hard to attract more Chinese tourists to these Venues. According to, the online casino business in New Zealand is growing rapidly which makes attracting more people to the land based casinos even more important.

SkyCity Queenstown

Gambling Preferences of Chinese Tourists

Chinese tourists love gambling and casinos, but they also enjoy other activities such as shopping, dining, and shows. They prefer lively places with many activities happening around them, and just playing slot machines or table games is not enough for them. A study found that different groups of Chinese tourists react differently to different types of entertainment, and some groups should be made special offers.

To attract new Chinese gamblers, a program has been created to help these players have more fun while boosting the money earned by gaming places from this group of people: The High-Spend Chinese Tourists. Understanding what these guests prefer can make or break the success of a casino in getting them through the doors. It’s not just about gambling, but also about giving the best experience possible so guests will keep coming back for more.

Casinos can cater to Chinese tourists by offering a variety of entertainment options, such as shopping, dining, and shows. They can also provide special offers to different groups of Chinese tourists based on their preferences. For example, some tourists may prefer to gamble on holidays while others may prefer weekends.

What are the most preferred games among Chinese people?

Chinese tourists have a diverse range of preferences when it comes to gambling. However, there are several key trends and preferences that are commonly observed among them.

Table Games

Table games such as baccarat, blackjack, roulette, and poker are popular among Chinese tourists due to their social nature and strategic appeal. These games are often played in groups, making them a fun and engaging social activity.

Slot Machines

Themed and progressive jackpot slot machines are also popular among Chinese tourists, as they offer excitement and the potential for significant payouts. These machines are often brightly colored and feature popular themes, such as TV shows and movies.

VIP and High-Stakes Gaming

Many Chinese tourists are drawn to VIP and high-stakes gaming areas within casinos, seeking prestige and exclusivity. These areas often offer private rooms, personalized service, and higher betting limits.


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. This game is often played in groups and requires strategic thinking and skill.

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. For example, the number eight is considered lucky in Chinese culture, so games that involve this number may be more popular among Chinese tourists.

Importance of Shopping and Spending in Chinese Tourism

Chinese tourists love to shop and spend money on fine items, with luxury brands being particularly popular. Offering prime shopping destinations can be a winning strategy for casinos looking to attract these price-savvy consumers from China. While gambling is an important part of the experience, it is not the only factor, and casinos that offer high-end shopping experiences are more likely to appeal to Chinese tourists.

Strategies to Attract Chinese Tourists to New Zealand Casinos

Chinese tourists make up a significant portion of the global tourism market, and New Zealand casinos can benefit from attracting them to their establishments. The following strategies can help casinos in New Zealand to attract Chinese tourists:

Develop a Chinese Website with Focus on Casino Tourism

Developing a website in the Chinese language can be an effective way to attract Chinese tourists to New Zealand casinos. The website should have both English and Chinese versions to cater to a wider audience. To ensure that the website is user-friendly, the design should be clean, and the content should be clear and simple. It should include colorful photos of the casino and its games, along with stories from happy customers. All necessary details, such as location, hours, contact information, and special offers, should be included. The website should also be mobile-friendly, as most visitors will view it on their mobile devices.

Utilize Search Engine Optimization (SEO) for Chinese Platforms

To attract Chinese tourists to New Zealand casinos through Baidu SEO, conducting thorough keyword research to understand their search habits is essential. The website content should be translated into Mandarin, highlight essential information, and ensure mobile-friendliness. Hosting the site within China can boost its visibility, and building backlinks from reputable Chinese websites enhances its authority. Chinese social media platforms like WeChat and Weibo can be utilized to engage with potential visitors. Listing the casino in local directories and regularly updating content, including blogs and event announcements, can help maintain a strong online presence. Continuously monitoring and adjusting the strategy based on analytics can help remain competitive.

Use Baidu PPC and Paid Ad Links/Banners

Baidu PPC and paid ad links/banners can be used as part of the marketing strategy for Chinese tourists. Setting up a PayPerClick advertising campaign on Baidu is key for targeting the Chinese audience. Focusing on the travel industry in the ads, promoting the casino to Chinese tourists, and increasing visibility on Baidu’s search engine by using their Paid Advertising service can help get the casino seen more often. The ads should show up not just on Baidu’s search pages but also on other websites that are important to the casino.

Understand Chinese Gambling Customs

Chinese tourists love going to casinos, and knowing how they like to gamble is essential to attract them to New Zealand casinos. The casino should be friendly to the Chinese culture, and spaces where they can enjoy private games should be made available. VIP gambling sectors are a huge thing in China, and treating high spenders to VIP services makes the casino a place they love being at while on trips out of China. Offering lots of betting options that make big wins possible is also essential.

Offering Personalized Experiences and VIP Services

Marketing a casino to Chinese tourists is easier when they feel special. Offering personalized experiences and VIP services is one way to do that. Getting to know their likes and dislikes is essential in providing tailored experiences that they will enjoy. They prefer unique and exclusive services, so adding special table games or slot machines just for them can help. Listening to what they say about the casino on social media or review sites after their visit can help improve services and draw in more patrons over time. Being mindful of cultural differences is also essential, as Chinese tourists’ values matter a lot while marketing the casino to them.

Creating Tailored Marketing Campaigns for Different Age Groups and Tourist Types

Crafting unique marketing plans is essential, and 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. Younger tourists might want fun games and vibrant nightlife, while older visitors could look for more traditional, relaxed settings. Adjusting the campaign to make sense to both groups is essential. Understanding their income and lifestyle is also important, as some tourists seek top services, while others are on smaller budgets and seek value for their money. Emphasizing gaming excitement in some promotions and the overall experience in others can help attract Chinese tourists who come to the casino for different reasons.

The evolution and new trends of China’s tourism industry

The evolution and new trends of China’s tourism industry

Chinese domestic and out bound tourism has witnessed a growth in the past 20 years. There are certain factors that have been influencing the growth of travelling and tourism industry in China. These three factors contribute to a great change.

China’s domestic tourism industry is working under the influence of the 3 Hs, i.e., high input, high risk, and high output pattern. Other factors like support of government also influences the trends in the industry.

Instead of long haul sightseeing and long trips, people are moving towards to take short and medium vacations in between. This has resulted into building of ReBAM or Recreational belt around metropolis. These kinds of projects are being developed by the government and key players of the tourism market to support these burgeoning trends: –

Cultural and sport tourism

Cultural tourism and sport tourism have been growing in China. The trio of sports, culture and tourism is producing marvellous results. Government is also supporting this new trend and recently it has promulgated the following for the expansion of the trio: –

  • Views on further expansion of consumption in the areas of tourism, cultural, sports, health, pension, education and training, etc.
  • Guidance on the development of sports tourism
  • Implementation plan of cultural tourism promotion project in the period of the thirteenth five-year plan

Cultural and sport tourism

Establishing sophisticated rail systems for tourism

The mode of transportation determines the type of tourism. The revolution in the mode of transportation has played an important factor that affects the China’s tourism business. High-speed network of rail system increases the connectivity and saves the time for people in travelling.

The average of railways running in a year has increased from 2018 to 29,000 kilometers. It is more than the world’s 2/3rd running rail mileage. According to the 2018 High-speed Rail Travel Consumption Report, the booking for high-speed railways in increasing at a static rate of 25% each year. Railways, as a mode of communication are reliable, safe, personalised, and convenient.

Internet + Tourism” promotes the new development of tourism

The government has issued Opinions on Further Promoting Tourism Investment and Consumption to revamp the tourism industry with technology and the internet. It was done to promote and enhance the development of the 13th five year National Tourism Informatization Plan conducted by the National Tourism Administration for the development of smart tourism where most of the things are automated.

Good policies will promote the development of tourism

With the belt and road strategy, 515 plan and tourism for all plan, government had been reinvigorating the plan. Many other policies affect the vacation days in which people can plan their holidays as per the Regulation on Public Holidays for National Annual Festivals and Memorial Days.