The government of Macau and China are foreseeing a different future for popular gambling destination, Macau, by turning it into a family friendly tourist getaway.
One of Macau's greatest attractions is the infamous Fish Bowl. It is a circular shopping complex not only famous for casino gambling but also for the prostitution that openly goes on there.
While customers make or lose money at the roll of a dice, they have the privilege to delight themselves with the plethora of escort services. The services are openly advertised through business cards strewn all around popular tourist attractions.
While casinos in Macau have been gathering massive revenue through gambling, recently profits have fallen off by almost two-thirds. The reason for this shift in profits is a crackdown part of the anti-corruption movement in China. The targets have been government officials and other high-rollers.
The government of Macau is hoping to compensate for this loss of revenue by attracting more tourists from the mass market. Casinos and hotels are now focusing on developing more non-gaming related amenities.
The famous Galaxy resorts is developing a studio city complex based on theme Hollywood. One of the major attractions is going to be a Ferris wheel in the shape of number eight. There will also be a jungle river along with batman rides and a magic theater.
The company has already shelled our huge piles of money in securing Hollywood stalwarts, Leonardo DiCaprio and Robert De Niro to advertise its upcoming attractions.
Hotel managers and investors are both equally optimistic about the bright prospects of turning Macau into a family-friendly destination.
However, batman rides and magic theater might not suffice in doing the trick. “Zaia,” a flagship show run by the Venetian casino and resorts, had to close down business because of a major lack in footfall.
A 2014 CSLA report showed the average time tourists spent in Macau is 1.8 nights. This was in stark contrast to the 3.2 days the average tourist would spend in Las Vegas.
In order to successfully turn Macau into a family friendly destination, businesses will somehow have to alter this key consumer behavior.
