Las Vegas Looks Beyond Chinese High-Rollers

Chinese Arrivals To Las Vegas Rising 30 Percent Annually

Chinese New Year decorations at the Bellagio

With Las Vegas already a popular destination for Chinese tourists in the US, the Las Vegas Convention and Visitors Authority (LVCVA) is hoping to convince China that the city has more than just gambling to offer.

According to Renee Ho-Phang of BrandStory, which handles the LVCVA’s marketing efforts in China, Chinese arrivals in Las Vegas continue to rise at 30 percent annually. As not every one of these tourists hopes to spend all of his or her time on the gaming floor, the LVCVA is promoting newer segments like MICE (meetings, incentives, conventions and exhibitions) and luxury travel.

More than the MICE segment, arguably the most interesting segment for Las Vegas hoteliers, tour operators and retailers is luxury and experiential travel. As Ho-Phang told TTG Asia this week, “Chinese travellers have evolved. They now desire more luxurious and experiential holidays, and are increasingly inclined to stay at deluxe properties in Las Vegas such as Caesars Palace, MGM Grand Hotel & Casino and Wynn.”

Added Ho-Phang, the LVCVA is looking beyond the high-roller segment and towards the mass-market, increasing its marketing efforts around cultural events such as Chinese New Year celebrations. Earlier this year, more than 1,000 Chinese tourists visited Las Vegas during the Lunar New Year, and the LVCVA expects that number to grow 30 percent in 2013.

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