MACAU 20 years 28
Asia first choice for mass, but VIPs venturing further It’s difficult to enter a tourist hotspot in Asia without observing signs written in simplified Chinese, or a street vendor shouting greetings in Mandarin a testament to the influence that Chinese outbound tourism has had in Asia.
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tatistics from the China Outbound “customized travel,” according to Dr. Wolfgang Tourism Research Institute (COTRI) Arlt, founder and director of COTRI. Customized travel, as opposed to the wellshow that China is expected to see around 180 million border crossing known “package tours,” typically involves a in 2019, a figure which is expected to hit 400 smaller private group with a greater say over chosen itinerary and activities. Forced shopping million by 2030. While this is a promising statistic as a and typical sightseeing spots are not common whole, experts believe that Asian countries, in items on these itineraries, and “experiences” have particular, will need to step up their game if become the main objective of travel. For integrated resort operators in Asia, they want to keep their slice of the pie. In the past, the majority of outbound travel this means offering their Chinese customers has been to the Greater China region, which something unique, genuinely local, and experience-rich, say experts. includes Hong Kong, Macau, and Taiwan. “There is increasing travel for experiences,” Prof. Glenn McCartney from the University adds McCartney, pointing of Macau said this has out that Malta and Ireland been due to a level of have become popular “familiarity” to the tourists’ recently as these locations home country that these This profile of were used for the filming destinations offer. Chinese traveler of HBO’s Game of Thrones According to the TV series. professor, this market places more This profile of Chisegment has been attractimportance on nese traveler places more ed to countries that are importance on quality proficient in Mandarin quality and value and value for money, (or Cantonese), that for money, rather rather than quantity and support familiar paycheap prices, added Dr. ment methods, such as than quantity and Wolfgang. Alipay and WeChat, and cheap prices. “They are more and that offer food they are more interested in new, familiar with. authentic offers based on “There is a large local culture and nature Chinese outbound travel segment that still travels [based] on levels of if provided and communicated in the right way, through the right channels.” familiarity,” said McCartney. Some of the proposed integrated resort However, COTRI has seen a shift, especially from the wealthier segment of Chinese tourists, concepts for Japan appear to be headed in the right direction. who have been venturing off the beaten path. Tribal gaming operator Mohegan Gaming “First and second-tier city residents, who make up the majority of Chinese outbound & Entertainment recently revealed the concept travelers, are generally moving away from for their Hokkaido IR project in Tomakomai, popular destinations in favor of more novel, promising horse-riding, cross-country skiing, and other outdoor activities as part of their offerings. less-visited locations.” Melco Resorts & Entertainment’s Morpheus This type of tourist is becoming more sophisticated and selective about their travel Hotel tower in Macau, designed by the famous experiences - which has led to the birth of architect Zaha Hadid, which opened in June
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Asia Gaming Briefings | December 2019
2018, was built with the intention of becoming a tourist attraction of its own. During its opening, Melco CEO Lawrence Ho said the building was designed as a landmark that would be seen as “uniquely Macau.” However, the right products in the right place are not the only requirements to satisfy demanding Chinese tourists, say experts. Seamless travel experiences and “China-ready” destinations are key. On the technology front, this means the development of cashless payment systems. “Prior to the emergence of mobile payment apps in China, the country was primarily a cash-based society. However today, apps like Alipay and WeChat are transforming China into a cashless society where transactions are commonly carried out via the phone in your pocket,” said Dr. Wolfgang. “Yes, social media matters,” McCartney
