Gambling is a traditional industry in Macao while exhibition an emerging industry，and both of which are important for the development of Macao economy. This paper analyzes general and structural effect of gambling and MICE industries from a comparative perspective with the gray relational analysis method，using the data of Macao for 2001-2015. The results show that the MICE industry and the gambling industry are both related to the overall effect and structure effect. Subsequently，this paper figures out the features of the main audiences of MICE industry and gambling industry through the web crawler resulted from Sina Weibo. Based on these features，advices are laid as follows. Firstly，develop exhibition industry via exploring youth，local，women and cultural markets. Secondly，moderate the progress of the gambling industry through maintaining the elderly market，attracting young and women markets and reducing language barriers. Finally，jointly promote the exhibition industry and the gambling industry.