Committee outline plans for second half of 2025

Members of the Tourism Development Committee (CDT) gathered on Tuesday to discuss the orientation and guidelines for the future of the local tourism sector.

In the CDT’s first plenary meeting of this year, presided over by the Secretary for Economy and Finance and Committee chairperson, Anton Tai, members discussed the work done by the Macao Government Tourism Office (MGTO) during the first half (1H) of 2025 and the upcoming initiatives planned for the second half (2H).

Among the agenda discussions were the preparations for the second-phase review study on the Macao Tourism Industry Development Master Plan (Tourism Master Plan), which will be released in the second half of this year.

Last year, MGTO commissioned a research entity to conduct the second-phase review study on the implementation progress of the Tourism Master Plan.

The review includes an analysis of the current tourism situation and trends after the pandemic, the implementation progress of the action plans between 2021 and 2024, and proposed adjustments and strategic plans following the latest tourism landscape.

Six primary directions with new action plans

During the presentation by the research entity representatives, it was proposed that amendments and new action plans and objectives would be enforced in the six primary directions.

These amendments were aimed at promoting the diversification of the leisure tourism industry, expanding the diversity of visitor markets, deepening regional tourism integration, striving for sound and resilient tourism growth in steady progress, tourism product design and planning, and tourism innovation empowered by artificial intelligence (AI).

Diverse marketing campaigns to boost visitation

Regarding the work to be done in the 2H of this year and for destination marketing, MGTO has said it will be rolling out special offers tailored for international visitors on air tickets, cross-border transport services, hotel accommodation, dining, and entertainment, while gearing up for sales promotions domestically and overseas.

Plans are also underway to organize Macau Week in Wuhan, Hubei Province, and stage mega roadshows in Lisbon (Portugal), Jakarta (Indonesia), and Kuala Lumpur (Malaysia) in the latter half of this year.

Since June, various promotional initiatives tailored for different market segments have been launched, including MGTO’s mega event “Enchanting Macao,” which brought together 200 popular Douyin vloggers from the mainland. After that, in the fourth quarter (October to December), MGTO will host Asia’s premier international influencer event to position Macau as a glamorous city spotlighted by influencers.

More events will also take place in Macau in the second half of the year, including the already ongoing “2025 International Cities of Gastronomy Fest, Macao,” the 33rd Macao International Fireworks Display Contest, the Macao International Light Festival, and the 50th Congress of the Portuguese Association of Travel and Tourism Agencies.

The Office will also launch specialized subsidy programs for community activities. At the same time, the Macau Grand Prix Museum will partner with an internationally renowned motorsport tire brand to organize a special exhibition of racing tires.

15% visitor surge in 1H

In the meeting section dedicated to reviewing the first half of this year, the officials highlighted the significant 15% year-on-year increase in visitors between January and June.
According to provisional figures, Macau registered 19.223 million visitor arrivals cumulatively from January to June 2025, which is about 95% of the figure for 2019 (pre-pandemic).

In terms of international markets, Macau welcomed about 1.34 million international visitors in the same period, representing a year-on-year rise of nearly 15%.
Korea, the Philippines, and Indonesia rank among Macau’s top three international visitor markets.

In the meantime, the average hotel occupancy rate climbed by 5.8% to 89.8% in the first six months of 2025.

Enforcement of the new law in preparation

With the Law on the Operation of Travel Agencies and Tour Guide Profession set to take effect on February 1, 2026, MGTO is making several preparations and informing industry operators about the new law.

The Office also said it will maintain close communication with other member cities of the Joint Regulatory Alliance of the Tourism Market of 9+2 Cities in the Guangdong-Hong Kong-Macau Greater Bay Area (GBA) while inspecting the operations and establishments supervised and licensed by MGTO to ensure visitors’ rights and the quality of their travel experiences.

Tai clarified that gov’t strategy is unchanged

At the meeting, Secretary Tai noted that the government will continue to invest resources in optimizing the industrial structure and implementing measures following the “1 + 4” development strategy for adequate economic diversification to propel the development of the integrated tourism and leisure industries.

He also noted that the government will continue to be committed to building the Guangdong-Macau In-depth Cooperation Zone in Hengqin in a collaborative effort, engaging in developing the GBA, and strengthening exchange and collaboration with mainland provinces and municipalities.

Reaffirming the unchanged strategies, he also said he will continue to work to deepen international relations and be an effective link between China and Portuguese-speaking countries, highlighting Macau’s unique role in the country’s opening to the world.

Members offer suggestions to reshape tourism

Various committee members shared opinions and suggestions on topics such as invigorating the community economy through collaboration with IP characters or maritime resources, supporting the transformation and upgrading of ZAPE, and increasing transportation services in tourist districts.

They also discussed developing the nighttime community and concert-driven economies, introducing more international events into Macau, extending visitors’ stays, enhancing AI-related training, improving Macau’s image as a travel destination, and fostering the development of the GBA as a travel destination.

The government representatives listened to these opinions and suggestions, which they said were essential to guide local tourism development toward diversification and sustainability.