No one dares to argue that Australia is one of the most beautiful and amazing countries in the world, best-known for its endless sandy beaches, iconic Sydney Opera House, Great Barrier Reef, which is one of Australia’s best-known natural wonders visible from space, aboriginal art, kangaroos, and koalas. What is missing here? It is no secret that gambling industry is also closely linked to Australia’s national identity.
Australia’s gambling addiction
London-based industry researcher from Gambling Capital conducted a research, which showed that Australia’s gambling loss per person was $1.279 in 2014. This data proves that Australians lose more money per person on gambling than every other nation such as Singapore (second place, after Australia), US, Ireland, Finland, New Zealand, etc.
In 2011-12, Australians have lost over $20 billion on gambling. Australian gambling revenue is expected to grow and reach A$6 billion by 2020! According to Australian research company IBISWorld, the development of three new high-end casino resorts on the territory will result in rapid gambling revenue growth.
Chinese tourists in Australia
For instance, in 2013 and 2014, respectively, China was the second largest inbound market for tourist arrivals, while Chinese visitors were the biggest spenders in Australia, according to the Tourism Australia. Tourism Australia also forecasts that Chinese arrivals will be increasing over 10 percent each year.
What Chinese tourists really like about Australia?
The survey shows that the main purpose of their visits is holidays. According to this survey, tourists from China look for natural beauty and wildlife, interesting attractions to try, food and wine. They also tend to consider Australia’s safe and secure destination.
The fact that Chinese visitors are terrific spenders and lured by casinos more than koalas can shock, but what they really love about Australia is endless shopping, casinos with free spins and other gambling facilities available not only in the largest casino resorts in Sydney or Melbourne but also in numerous restaurants and pubs. Gambling in Australia is now available almost everywhere.
Forget the Great Barrier Reef and Uluru. Forget koalas, Australia’s national animals as well, – Australia isn’t promoting cultural or eco-tourism to China.
Australia is pushing itself as a sought-after destination for the super-rich and high rollers, indeed. It is likely glitzy casinos with a wide selection of games, fine-dining restaurants, 5-star hotels, and luxury boutiques attract Chinese tourists more than its cultural and natural heritage.
What Australia loves most about Chinese tourists?
Tourism plays an essential role in most countries’ economics, and Australia isn’t an exception. Australia is aware of China’s rising spending power and looking for new ways to attract more tourists and more money.
There’s a plenty of room for casino developers that seek to develop new integrated casino resorts to promote the country to Chinese tourists who love attractions such as gambling and don’t save money on it.
Encouraged by the success of such countries as Singapore and Macau, Australia seeks to become one of the world’s top gambling destinations and even overcome Macau’s gambling industry!
International tourists who do not go to the casinos spend considerably less money than those who go gambling. The truth is that a non-gambler spends around $2600 during the visit, while the average expenditure per casino-goer is around $4900!
Watching the increasing flow of Chinese tourists, Australia’s government supports the idea of constructing new casino resorts, while private businesses invest in the gambling industry. Both players encourage casino-tourism to obtain advantages such as employment opportunities, enhancement of urban environments, tourism, transport sector, and revenues for the country. Of course, the main aim of casinos is money.
In order to promote and encourage casino-tourism, entertainment developers concentrate on developing luxurious casinos with 6-star hotels, excellent restaurants, golf courses, and attractions such as water and light shows, theatre and shopping facilities that are targeted directly at Chinese tourists, while existing casino operators make significant investments in refurbishment.
James Packer, Australia‘s billionaire and the owner of Crown’s Resorts and the 6-star casino hotel to be completed by 2019, says that his main target is rich Asians.
Australia’s survey showed that about A$1 billion of Packer’s Crown Resorts’ A$2.8 billion revenue during 2013-14 came mainly from China. That says a lot about Chinese tourists and their habits while staying in Australia.