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Concerts emerge as primary non-gaming driver for tourist volume in Macau

February 8, 2024 Macau Industry Updates

The largest non-gaming activity that attracts tourists to Macau is concerts, according to Ryan Ho Hong Wai, a researcher at Macao Polytechnic University’s Center for Gaming and Tourism Studies. Since the border reopened in January of last year, there has been this transformation.

Ho claims that the number of tourists, hotel bookings, and restaurant reservations in Macau has increased as a result of performances. Notably, a top official from the city said that Macau will develop into a “City of Performing Arts” in the government’s 2024 strategy presentation.

The prosperity of these concerts has increased corporate confidence, and six gaming concessionaires are now offering MOP108.7 billion ($13.5 billion) for non-gaming events in 2024 as a consequence of the new gaming concession that was introduced in 2023.

Given that the majority of Macau’s integrated resorts have performance spaces like arenas, stadiums, and theaters, concerts are said to be the non-gambling expenditure that generates profits the quickest. As a result, there’s an innate need to find fresh amusement.

The expert points out that although concerts could increase Macau’s gaming revenue directly, it’s important to comprehend the many marketing strategies used by casino concessionaires. For instance, holding smaller-scale performances at on-site locations like the Studio City Event Center has helped to boost F&B and hotel room revenues.

But there are several issues, particularly with transportation and border crossings. While integrated resort locations may not provide significant challenges, working with border crossing and transportation authorities is essential to resolving any potential issues.

Notwithstanding these drawbacks, concerts are seen to be a key factor in raising Macau’s profile and luring tourists. Their significance in Macau’s tourist sector has been evident as they have significantly raised hotel occupancy and visitor spending.

Original story by: Asia Gaming Brief