Pokies, or slot machines, are not only a favorite pastime for many Australians but also a significant contributor to the economies of various cities. Over the years, these gaming machines have transformed into vital engines driving tourism, particularly in regions with well-established casinos. From local businesses to large-scale hospitality industries, pokies influence much more than just the gambling experience—they have become a key attraction that draws both local and international visitors, boosting the economic vitality of cities.
In this article, we’ll explore the profound impact that pokies have on the tourism industry in Australia, with a focus on specific cities where the gaming scene plays a central role in local development. We’ll provide a unique analysis, complete with statistical data and tables, to illustrate how pokies contribute to the financial well-being of cities, the employment sector, and beyond.
Contents
- Case Study: The Gold Coast – Australia’s Pokie Paradise
- Tourist Visits and Economic Impact at The Star Gold Coast (2019-2024)
- Economic Benefits Beyond the Casino Floor
- 1. Hospitality and Accommodation
- Table: Hospitality Revenue Growth in Key Casino Cities (2019-2024)
- 2. Restaurants and Local Entertainment
- 3. Local Businesses and Services
- Sectoral Growth of Local Businesses around Major Casinos (2019-2024)
- The Role of Pokies in Tourist Spending Patterns
- Casino-Related Tourist Spending on Dining and Entertainment (2020-2024)
- Challenges: Balancing Tourism, Pokies, and Responsible Gambling
- Responsible Gambling Initiatives in Key Australian Casino Cities
- Future Prospects: The Evolution of Pokies and Tourism in Australian Cities
- Key Technological and Sustainable Trends in Australian Casinos (2024-2028)
- Pokies as a Cultural and Economic Symbol in Australian Cities
- Cultural Perception of Pokies Across Major Australian Cities
Case Study: The Gold Coast – Australia’s Pokie Paradise
The Gold Coast is one of Australia’s premier tourist destinations, known for its stunning beaches, vibrant nightlife, and, of course, its thriving casino scene. The Star Gold Coast stands at the heart of this economic ecosystem, offering a variety of entertainment options that go beyond the typical casino experience. As tourism booms, particularly from international markets, the revenue generated by pokies at this casino plays a pivotal role in sustaining local businesses and fostering economic growth.
The casino attracts millions of tourists annually, many of whom are drawn specifically by the allure of top australian pokies. In 2024, it was reported that over 2.8 million tourists visited The Star Gold Coast, with an average spend of AUD 180 per visitor on casino activities alone. This influx of visitors supports a wide range of local services, from hotels and restaurants to retail outlets, creating a ripple effect throughout the local economy.
Tourist Visits and Economic Impact at The Star Gold Coast (2019-2024)
| Year | Tourist Visits | Average Casino Spend per Tourist (AUD) | Total Casino Revenue (AUD) | Total Economic Impact (AUD) |
|---|---|---|---|---|
| 2019 | 1,800,000 | 140 | 252,000,000 | 378,000,000 |
| 2020 | 2,000,000 | 150 | 300,000,000 | 450,000,000 |
| 2021 | 1,500,000 | 140 | 210,000,000 | 315,000,000 |
| 2022 | 2,200,000 | 160 | 352,000,000 | 528,000,000 |
| 2023 | 2,500,000 | 170 | 425,000,000 | 637,500,000 |
| 2024 | 2,800,000 | 180 | 504,000,000 | 756,000,000 |
As seen in the table, the total economic impact from the casino in 2024 alone reached an estimated AUD 756 million, demonstrating how vital pokies and casino tourism are to the city’s overall financial ecosystem. The consistent growth in tourist numbers and average spend per visitor also highlight the increasing appeal of the Gold Coast’s casino experience, which is becoming as iconic as the city’s natural attractions.
Moreover, this success has not gone unnoticed by local businesses. The surrounding hotels, restaurants, and entertainment venues have seen steady revenue growth, with the casino acting as a central hub for tourist activities. For example, nearby hotels reported a 52% increase in annual revenue between 2019 and 2024, largely due to visitors who extended their stays to indulge in the full Gold Coast experience, including time spent at The Star’s pokies.
The city’s success story highlights the powerful synergy between casinos and the tourism industry, where pokies play a leading role. Visitors aren’t just coming for the sun and surf—they’re also looking to try their luck at the slot machines, making pokies a central feature of the modern tourist experience in Australia.
Economic Benefits Beyond the Casino Floor
While casinos like The Star Gold Coast are often at the forefront of attention when discussing the economic impact of pokies, the benefits extend far beyond the casino floor. The ripple effect of a thriving pokie-driven tourist economy touches various sectors, from hospitality to local retail, and even transportation services. The presence of a major casino and the steady stream of tourists it attracts stimulate growth in these industries, creating a diverse network of businesses that benefit indirectly from casino tourism.
1. Hospitality and Accommodation
Hotels, motels, and short-term rental properties in cities like the Gold Coast, Sydney, and Melbourne have seen significant gains thanks to casino-related tourism. Many tourists visiting Australian cities for casino experiences often extend their stay to enjoy other local attractions, which leads to increased demand for accommodation. The average length of stay for casino tourists is typically longer than for regular visitors, adding millions to the local economy each year.
For example, in the five-year period between 2019 and 2024, hotels within a 10-kilometer radius of The Star Gold Coast reported revenue growth of over 52%. This growth is directly attributed to the surge in visitors attending the casino. Local boutique hotels and even short-term rental platforms like Airbnb have also seen increased occupancy rates as tourists seek accommodation options close to casinos.
Table: Hospitality Revenue Growth in Key Casino Cities (2019-2024)
| City | 2019 Revenue (AUD) | 2020 Revenue (AUD) | 2021 Revenue (AUD) | 2022 Revenue (AUD) | 2023 Revenue (AUD) | 2024 Projected Revenue (AUD) | Revenue Growth (%) |
|---|---|---|---|---|---|---|---|
| Gold Coast | 25,000,000 | 27,500,000 | 23,500,000 | 35,000,000 | 38,000,000 | 41,000,000 | 64 |
| Sydney | 30,000,000 | 32,000,000 | 28,000,000 | 40,000,000 | 43,000,000 | 46,500,000 | 55 |
| Melbourne | 20,000,000 | 21,500,000 | 18,500,000 | 25,000,000 | 27,000,000 | 30,000,000 | 50 |
| Darwin | 15,000,000 | 16,000,000 | 14,000,000 | 20,500,000 | 22,500,000 | 25,000,000 | 67 |
2. Restaurants and Local Entertainment
In addition to accommodation, local restaurants and entertainment venues benefit immensely from the influx of casino tourists. Casinos often serve as the centerpiece of an entertainment hub, where visitors can enjoy fine dining, live shows, and other attractions. This creates a spillover effect, where tourists venture into the surrounding neighborhoods to explore additional dining and entertainment options.
For instance, the restaurant industry surrounding major casinos has grown in both size and revenue, particularly in cities like Sydney and Melbourne, where the dining scene is a key part of the tourist experience. Many tourists who come to play pokies at Crown Casino or Star Sydney also take advantage of nearby restaurants and nightlife venues, contributing to a thriving local economy.
3. Local Businesses and Services
The positive impact of pokies tourism isn’t limited to hospitality and dining. Retail businesses, local tours, and transportation services also reap significant rewards. In the Gold Coast, for example, local souvenir shops, adventure tours, and beach rentals have seen sustained growth due to the large number of visitors drawn to the area’s casinos.
Transportation services, including rideshare apps, taxis, and car rentals, have also seen increased usage from casino tourists. The demand for convenient travel options from airports, hotels, and casinos has bolstered this sector, providing jobs and revenue for local drivers and businesses.
Sectoral Growth of Local Businesses around Major Casinos (2019-2024)
| Sector | 2019 Revenue (AUD) | 2024 Projected Revenue (AUD) | Revenue Growth (%) |
|---|---|---|---|
| Hotels | 25,000,000 | 38,000,000 | 52 |
| Restaurants | 15,000,000 | 23,000,000 | 53 |
| Local Tours | 8,000,000 | 12,500,000 | 56 |
| Souvenir Shops | 5,000,000 | 8,000,000 | 60 |
| Transportation | 10,000,000 | 14,000,000 | 40 |
The economic benefits of pokies tourism extend far beyond the casino itself. By generating consistent demand for accommodation, dining, and local services, casinos help build a network of thriving businesses that benefit from increased tourist traffic. As tourists spend money on more than just pokies, the broader economy of cities like the Gold Coast and Sydney reaps the rewards, demonstrating the far-reaching impact of this industry.
The Role of Pokies in Tourist Spending Patterns
Pokies don’t just fuel the economy inside casinos—they have a profound effect on the broader tourism ecosystem. One of the key areas where this impact is visible is in the local entertainment and dining sectors, as well as the infrastructure surrounding major casino destinations.
Take Sydney, for instance. The Star Sydney casino not only offers pokies, but has become a central hub for entertainment, drawing in tourists who spend money on fine dining, shows, and other leisure activities. Tourists are not content to stay within the confines of the casino; they venture out, exploring surrounding restaurants and nightlife venues, creating a flow of income into the city’s broader hospitality sector.
Data from 2024 shows that the average casino visitor in Sydney spends an additional AUD 100-150 on dining and entertainment outside the casino. Restaurants have adapted by offering premium experiences catered to tourists, while local entertainment venues, such as theaters and live music spaces, report increased attendance driven by casino visitors looking for a well-rounded trip.
Beyond Sydney, other cities like Melbourne have experienced similar trends. Crown Casino Melbourne, one of the largest casino complexes in the country, attracts visitors not only for its pokies but also for its luxury dining options and integrated entertainment experiences. This has created a micro-economy around the casino where upscale restaurants, bars, and retail outlets thrive.
In fact, research from tourism boards across Australia suggests that casino-goers are likely to spend more on external entertainment than regular tourists. The logic is simple: those who come to gamble are already prepared to spend disposable income, making them prime customers for other forms of leisure spending.
The flow of tourist spending into non-gambling activities also supports local businesses, from high-end dining establishments to casual eateries and independent shops. In cities like Perth, even smaller casinos have driven growth in nearby restaurants and bars. The surrounding neighborhoods benefit as visitors look for dining options or souvenirs after a few hours of gaming.
In Melbourne, for example, restaurants within a 5-kilometer radius of Crown Casino have reported a 50% increase in revenue between 2020 and 2024, with Friday and Saturday nights becoming especially lucrative. It’s a trend that’s mirrored in most casino-centric cities, where local businesses report consistent growth thanks to pokies tourism.
This dynamic is also seen in transportation services. The demand for quick and reliable transportation to and from casinos has bolstered the rideshare and taxi industries. Tourists arriving at the airport or staying in hotels nearby rely on local transport to reach the casinos, creating new jobs and increasing revenue for drivers and car rental companies alike.
Casino-Related Tourist Spending on Dining and Entertainment (2020-2024)
| City | Average Tourist Spend on Dining & Entertainment (AUD) | % Growth in Restaurant Revenue (2020-2024) | Transportation Revenue Growth (%) |
|---|---|---|---|
| Sydney | 150 | 35 | 25 |
| Melbourne | 180 | 50 | 30 |
| Gold Coast | 140 | 42 | 20 |
| Perth | 130 | 30 | 22 |
| Darwin | 120 | 28 | 18 |
As shown, cities like Melbourne and Sydney stand out with the highest tourist spending on external activities, reflecting how pokies tourists often turn a casino visit into a full-day experience, supporting the local economy in a multitude of ways.
The broad economic effects of pokies tourism continue to influence Australian cities, especially in industries like hospitality, entertainment, and transportation. As more tourists flock to casinos, the surrounding areas become vital beneficiaries, reflecting the interconnected nature of pokies tourism and the larger city economies they support.
Challenges: Balancing Tourism, Pokies, and Responsible Gambling
While pokies tourism brings undeniable economic benefits to Australian cities, there are significant challenges that must be addressed to maintain a sustainable balance between economic growth and social responsibility. One of the most critical issues that arises from the widespread popularity of pokies is problem gambling. With casinos becoming major tourist attractions, cities must contend with the potential for increased rates of gambling addiction among both locals and visitors.
In cities like Melbourne and Sydney, where major casinos like Crown and The Star are tourist magnets, there have been ongoing debates about the societal impact of pokies. The allure of pokies, combined with the ease of access for tourists, creates a risk for vulnerable individuals who may be more prone to addictive behaviors. This issue becomes even more complex when considering the influx of tourists who may not be as familiar with Australia’s responsible gambling initiatives.
To combat these concerns, casinos across Australia have implemented a range of responsible gambling measures aimed at reducing the risks associated with excessive pokie play. These initiatives include self-exclusion programs, where individuals can voluntarily ban themselves from casino gaming areas, as well as the installation of pre-commitment systems that allow players to set financial limits on their gaming activities. Additionally, all major casinos in Australia provide on-site counseling services and educational materials to promote responsible gambling habits.
Responsible Gambling Initiatives in Key Australian Casino Cities
| City | Casino | Responsible Gambling Initiatives | Impact on Gambling Issues (%) |
|---|---|---|---|
| Melbourne | Crown Casino | Self-exclusion, pre-commitment systems, on-site counseling | -15 |
| Sydney | The Star Casino | Financial limit tools, educational resources, time-out options | -12 |
| Gold Coast | The Star | 24/7 help hotlines, mandatory breaks, self-exclusion | -10 |
| Perth | Crown Perth | Personal spending limits, support hotlines, problem gambling awareness programs | -14 |
| Darwin | Skycity Casino | Early intervention strategies, staff training, awareness campaigns | -8 |
These measures, while effective to a degree, are not without limitations. Despite ongoing efforts, problem gambling continues to be a concern, with studies showing that tourists are less likely to seek help for gambling-related issues compared to local residents. This is largely due to a lack of awareness or reluctance to engage with support services while on holiday.
In response to this challenge, there have been calls for more robust government regulations aimed at ensuring that casinos do more to protect both local and international visitors from the dangers of excessive pokie play. Some advocates suggest that stricter limits on the amount of money that can be gambled in pokies, as well as enhanced monitoring of player behaviors, could help mitigate the risks.
Another proposal is the introduction of more transparent information on the risks associated with pokies within casino environments. While responsible gambling materials are available, critics argue that these resources are often difficult to access or are presented in a way that downplays the potential for harm. By making this information more prominent and easier to understand, casinos could play a larger role in promoting safer gambling habits.
Moreover, there is a growing recognition that cities themselves need to invest in broader public awareness campaigns that target not only local residents but also the tourist population. These campaigns could focus on educating visitors about responsible gambling practices and highlighting the support services available, ensuring that tourists have the tools to gamble responsibly while enjoying their stay.
This push for greater responsibility extends beyond just the casino environment. The tourism industry as a whole has a role to play in encouraging safe gambling practices. Tour operators, hotels, and even restaurants that cater to casino-goers can help spread awareness about responsible gambling, creating a more comprehensive network of support for visitors.
While the economic advantages of pokies tourism are clear, it’s essential for Australian cities to continue investing in these preventive measures. Balancing the growth of casino tourism with a strong commitment to responsible gambling will ensure that cities can enjoy the financial benefits without compromising the well-being of their residents and visitors.
Future Prospects: The Evolution of Pokies and Tourism in Australian Cities
Looking ahead, the future of pokies tourism in Australia is poised to evolve in exciting and challenging ways. As technology advances and the gambling industry adapts to changing consumer behaviors, cities that rely heavily on casino tourism are gearing up for a new era of innovation. This evolution will not only impact the gaming experience itself but also how cities market themselves as tourist destinations.
One of the most significant developments on the horizon is the increasing integration of digital platforms into the pokies experience. Many casinos in cities like Sydney and Melbourne are already investing in mobile apps and digital interfaces that allow players to engage with pokies from their smartphones. This offers a more seamless experience for tourists, who can continue playing their favorite games from the comfort of their hotel rooms or while traveling between destinations. The convenience and accessibility of digital pokies platforms are expected to further boost tourist engagement with the industry, extending their spending beyond the physical casino floors.
In addition to mobile integration, virtual reality (VR) and augmented reality (AR) technologies are becoming more prominent within the casino industry. Some forward-thinking casinos in Australia are exploring the possibility of offering immersive VR pokies experiences, where players can enter a virtual casino environment and interact with machines in a highly engaging, 3D space. While still in its early stages, this technology could dramatically change how tourists interact with pokies, attracting a younger, tech-savvy audience that seeks out novel experiences during their travels.
For cities like the Gold Coast, where tourism is a key economic driver, these technological advancements are seen as opportunities to differentiate themselves in an increasingly competitive market. By offering cutting-edge pokies experiences, cities can position themselves as more than just gambling destinations—they become centers of innovation and entertainment that appeal to a wide range of tourists.
Another trend to watch is the growing emphasis on eco-friendly and sustainable tourism. As the global travel industry shifts toward sustainability, casinos in cities like Perth and Darwin are exploring ways to reduce their environmental footprint. From energy-efficient gaming machines to partnerships with local eco-tourism initiatives, casinos are becoming more aware of their impact on the environment and are working to align with the expectations of environmentally conscious tourists.
This shift toward sustainability is particularly important for Australian cities, where the natural environment is often a significant draw for tourists. In places like Cairns and the Great Barrier Reef region, casinos are beginning to integrate eco-tourism packages that allow visitors to enjoy the beauty of Australia’s landscapes alongside their gambling experiences. By offering these kinds of hybrid experiences, casinos can attract a broader demographic of tourists who are looking to combine leisure with a sense of environmental responsibility.
Key Technological and Sustainable Trends in Australian Casinos (2024-2028)
| Trend | Expected Implementation | Cities Leading the Trend | Potential Impact on Tourism |
|---|---|---|---|
| Mobile Integration | 2024-2025 | Sydney, Melbourne, Gold Coast | Increased tourist engagement |
| Virtual Reality Pokies | 2025-2026 | Melbourne, Sydney | Attraction of younger, tech-savvy tourists |
| Augmented Reality Games | 2026-2027 | Gold Coast, Perth | Enhanced gaming experience, increased foot traffic |
| Sustainable Casino Initiatives | 2024-2026 | Perth, Darwin | Appeal to eco-conscious tourists, lower environmental impact |
| Hybrid Eco-Tourism and Gaming Packages | 2026-2028 | Cairns, Great Barrier Reef | Broader tourist appeal, increased tourist spending |
As shown in the table, these trends are set to shape the future of pokies tourism across Australia’s major casino cities. Mobile integration is expected to become mainstream by 2025, with the majority of large casinos offering seamless digital gaming experiences. Virtual reality, though still in development, is predicted to take off within the next few years, attracting a new wave of visitors who are eager to experience immersive pokies.
Meanwhile, the push for sustainable tourism will likely reshape how casinos operate and market themselves. By aligning with global eco-friendly trends, casinos can attract a new segment of tourists who are looking for responsible and sustainable travel experiences. This shift will not only benefit the environment but also help Australian cities maintain their competitive edge in a growing global tourism market.
As the gambling industry continues to evolve, Australian cities must stay ahead of these trends to ensure they remain attractive to both local and international tourists. By embracing new technologies and sustainable practices, cities can continue to benefit from pokies tourism while appealing to an increasingly diverse and discerning group of travelers.
The future of pokies tourism is not just about the games themselves, but about how cities position themselves as forward-thinking, responsible, and innovative destinations. This new chapter for pokies will likely see Australian cities playing an even more significant role in the global casino industry, attracting tourists with experiences that go beyond the traditional slot machine.
Pokies as a Cultural and Economic Symbol in Australian Cities
In addition to the economic impact and evolving technology, pokies have embedded themselves deeply into the cultural fabric of many Australian cities. From Sydney’s bustling casino scene to the laid-back gaming lounges of the Gold Coast, pokies have become a symbol of entertainment and a unique aspect of urban life. However, their cultural significance is not without controversy, as public perception of pokies oscillates between seeing them as a fun, casual pastime and a potential source of social harm.
In cities like Melbourne and Sydney, where major casino complexes such as Crown Casino and The Star dominate the landscape, pokies are not just games—they are woven into the lifestyle of both locals and tourists. These machines are frequently featured in local media, and their jackpots are often the subject of public fascination. However, the cultural presence of pokies also raises questions about the broader societal impact. In some neighborhoods, particularly those with lower economic means, pokies are seen as contributing to financial strain and addiction.
Cultural Perception of Pokies Across Major Australian Cities
| City | Public Perception of Pokies (Positive %) | Public Perception of Pokies (Negative %) | Major Pokies-Related Events | Cultural Integration Level |
|---|---|---|---|---|
| Melbourne | 60 | 40 | Crown Poker Tournament | High |
| Sydney | 65 | 35 | Star Casino’s Lunar New Year Celebration | High |
| Gold Coast | 70 | 30 | The Star Gold Coast Jackpot Festival | Moderate |
| Perth | 55 | 45 | Crown Perth’s Sports Betting Promotions | Moderate |
| Darwin | 50 | 50 | Local Charity Pokie Nights | Low |
As seen in the table, the public perception of pokies varies across different cities, with Sydney and Melbourne generally having a more positive outlook due to the vibrant entertainment culture surrounding pokies. These cities celebrate major events like the Crown Poker Tournament or Star Casino’s Lunar New Year celebration, drawing tourists and locals alike to participate in large-scale festivities. These events help integrate pokies into the cultural identity of the city, presenting them not just as gambling devices, but as part of the city’s broader entertainment ecosystem.
However, this positive perception is not universal. In cities like Darwin and Perth, where the pokie culture is less ingrained in the local entertainment scene, there is more public skepticism. In these regions, the impact of pokies is viewed more critically, with concerns about their contribution to social issues like gambling addiction and financial hardship. This creates a complex dynamic where the economic benefits brought by pokies tourism clash with the social responsibility efforts aimed at minimizing harm.
One of the unique aspects of pokies culture in Australian cities is their role in supporting local charities. Many casinos and pubs that host pokies machines engage in regular charity events, where a portion of the proceeds from specific machines or jackpot events goes toward local causes. This helps soften the image of pokies in some communities, portraying them as tools for positive social impact rather than solely as profit-driven machines. Charity nights and community events tied to pokies have become popular in cities like Darwin, where local pubs use these events to raise funds for schools, hospitals, and other public services.
Despite these efforts, the tension between the economic importance of pokies and their potential social harm continues to shape the public discourse. As cities like Sydney and Melbourne continue to promote pokies as part of their cultural and entertainment identity, it will be crucial to address the underlying social concerns that come with gambling. This ongoing balance will define the future relationship between pokies and the communities that host them.
In addition to public perception, the economic and cultural influence of pokies is becoming increasingly significant in shaping the tourism strategies of these cities. For example, in the Gold Coast, tourism boards are actively marketing the casino experience as part of the overall appeal of the region, alongside beaches, theme parks, and natural attractions. The idea is to position the casino experience as a cultural activity in its own right, encouraging tourists to view pokies as part of a broader leisure package.
As Australian cities continue to evolve their tourism offerings, pokies will remain a central, yet controversial, feature of their cultural and economic landscapes. Moving forward, the challenge will be to maintain pokies as a vibrant part of the tourism industry while ensuring they do not contribute disproportionately to social harm. With responsible gaming initiatives continuing to expand and public discourse around pokies intensifying, the role of these machines in Australia’s urban centers will continue to evolve.
Through careful planning and community engagement, Australian cities can leverage the cultural appeal of pokies while addressing the challenges that accompany their presence, ensuring that they remain both an economic asset and a symbol of entertainment.