Expert warns Macau is ‘marketing itself wrongly’

On the topic, the Times spoke with an industry expert based in Bangkok and a frequent traveler and connoisseur of Macau.

The expert agreed to share his opinion on the condition that he would not be named, given his close ties to the industry and its stakeholders.

To the Times, commenting broadly on Macau diversifying its economy and moving away from the gaming industry, the expert said: “I think it’s a bad idea! Not that it’s a bad idea to diversify, but it’s a bad idea to present the diversification of the economy as being in opposition to the gaming industry. Macau is known worldwide for its casinos, which is its trademark. If you want to diversify, you need to diversify or, let’s say, grow new branches from the main pillars – in Macau’s case, from the single main pillar of gaming.”

He explained that the way diversification has been implemented appears disconnected from reality and, worse, seems to be undermining the main source of income for Macau residents.

“I have heard a lot about finance, traditional medicine, and all these things. I believe that, while this can paint a pretty picture in the context of China’s ideas and political views, it is and will remain residual. On the other hand, the idea of entertainment – this, yes, makes more sense and follows a well-known and tested concept existing in many parts of the world,” he said.

“The problem is, in my view, it has been badly conducted, and Macau has been marketing itself wrongly when it comes to the entertainment industry,” he added.
Building on this idea, the expert noted that over the past few years, Macau has merely copied elements from neighboring regions and replicated them locally.

“Like the light festival, a poor copy of what has been done for ages in Taiwan. Other elements were copied and pasted from Japan, Thailand, and Korea. Personally, I think Macau needs to stop doing this and find its own drive. Create Macau events instead of replicating China events, Hong Kong events, Korea events, etc.”

Regarding concerts and music festivals, the same expert believes it is time for local authorities to find the right approach rather than adopting a “random” series of experiments.

“In Thailand, we have many music festivals, particularly dedicated to electronic music, such as EDC, Wonderfruit, Tomorrowland, S20, and others. I do not think Macau should host these, but I do think the tourism authority should meet with some of the organizers of these highly popular festivals and ask them to design something unique and special for Macau, aligned with these concepts. I am sure they can do this. There is no shame in learning from the best and collaborating with top companies and people. That’s how we learn, that’s how we grow.”

Although less familiar with sports events, the same expert said, “It should not be that different,” remarking, “My opinion is simple: find the best in the business, ask them to help you, learn from them. Hire them as many times as needed. Of course, you cannot hire them once and expect everything to be sorted out. Keep going. The sooner you start, the faster you get to where you want to be.” RM