MACAU - Baha Mar is targeting around 25,000 well-heeled tourists each year from Asia and hopes gaming will account for up to one-third of its total business.
The $3.5 billion mega resort, slated to be completed in western New Providence by December 2014, intends to leverage its well-known corporate roots. Baha Mar is being financed by the Export-Import Bank of China and constructed by China Construction America.
Executives said that a direct flight from China could be in the cards once a "critical mass" of interest has been established. Until then, a strong effort will be made to funnel Asian tourists through Canadian or U.S. connections.
"Our first goal is to develop connectivity," said Robert "Sandy" Sands, senior vice president of administration and external relations. "Until we develop a critical mass, directs flights are not feasible. It will take a period of time."
The top Baha Mar executive identified Los Angeles, Dallas, New York, Toronto and Vancouver as key stopovers before carrying on to Nassau. While most tourists will likely come from North America, Asia and indeed Latin America are seen as a profitable "diversification" of the tourism draw.
Asian tourists tend to be more dedicated gamblers, stay for longer periods of time and spend larger amounts of cash per visit, according to Sands. Those attributes are a recipe for success when it comes to the gaming product.
The resort already runs a Hong Kong office. Therefore, marketing and the establishment of "junket operators" will be crucial to enticing the Asian market. Junket operators essentially manage the affairs and travel arrangements of high-net-worth gamblers.
"Do not underestimate the power of the Asian gambler, it is not about quantity, but about quality," Sands added.
Pete Wu, senior vice president of international casino marketing and alliances for Baha Mar, called 25,000 high-end Asian tourists "enormous".
However, top of the agenda for Wu is a more simple task: Helping Asian tourists find The Bahamas on a map.
"Where is The Bahamas? How long is the flight? These are the first steps. So we're trying to educate the consumer," he explained.
Linked with the rise of Asian tourists will be a major push by Baha Mar officials to raise the bar of service. One of the primary reasons for a large delegation to Macau is to demonstrate the high level of service in this mecca of gaming.
Resort executives are joined by Obie Wilchcombe, the minister of tourism, for the G2E Asia 2013 exhibition, the largest casino event in the world.
"I would say service is our biggest opportunity. I feel we can rise to the occasion and get it done," Sands told Guardian Business. "Recruiting the right Bahamian, and giving him or her the right exposure, we can accomplish these goals."
Over the coming days, the Baha Mar delegation will continue to hammer home these principles and make their presence known at the G2E Asia 2013 convention. The tour comes to a crescendo on Wednesday when Baha Mar is sponsoring a special lunch at the Venetian Expo Center.
Guardian Business understands that Sarkis Izmirlian, the CEO of Baha Mar, is expected to make an important speech concerning the mega resort's casino product.

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