The Macao Government Tourism Office (MGTO) released the second-phase review of the Macao Tourism Industry Development Master Plan, unveiling a total of 74 action plans, including 20 new initiatives.
The updated plan addresses changing global economic conditions and sets a strategic path for sustainable tourism growth.
According to MGTO, all action plans are already underway.
Sports, culture, and gastronomy leading
MGTO stated in the review that sports, culture, and gastronomy have made an impact through events such as the co-hosting of the 15th National Games alongside Guangdong and Hong Kong, which marked a major milestone.
Cultural highlights included the International Parade and the International Art Biennale 2025, as well as a new training program for young performing artists and film and TV production incentives that continue to bolster both the creative sector and tourism.
In addition, the “tourism + gastronomy” push gained momentum through the International Cities of Gastronomy Fest and a partnership with a mainland lifestyle platform to promote Macau’s street food culture.
Meanwhile, IP-driven tourism found success with crossovers featuring Sanrio characters and POP MART, drawing younger travelers.
Innovative programs like the “Expertinctive Shops Subsidy Program” and “concerts + community spending offers” fueled the first-store economy, coffee culture tourism, and nighttime experiences, linking tourism directly with local community businesses.
Service quality and smart systems upgraded
The same report revealed that, to enhance service standards, joint training programs on AI applications and service etiquette were launched, and the profession of educational tourism instructor was added to the Macao Occupational Skills Recognition System.
Additionally, regional collaboration with the Greater Bay Area expanded, including a “one exam, multiple qualifications” system for tourism professionals, a new travel agency and tour guide law effective 2026, and support from industry briefing sessions.
To support the entertainment sector’s progression, the ‘Enjoy Macao’ ticketing platform went live, and outdoor concert venues hosted international acts with reinforced crowd and traffic management plans. At the same time, concessionaires’ non-gaming investments were regularly reviewed.
Marketing and Smart tech boost tourism
The tourism authorities also intensified promotions through partnerships with airlines, online travel agencies, and banks, leading to roadshow events in Tokyo, Seoul, Bangkok, Lisbon, Jakarta, and Kuala Lumpur, with new efforts targeting Middle Eastern and Muslim markets.
The review also revealed that social media engagement reached 10.62 million followers across 28 official accounts through campaigns like “Enchanting Macao” and “CreatorWeek Macao 2025,” which attracted international influencers and young travelers to the region.
Moreover, partnerships with Douyin and Xiaohongshu boosted e-commerce, while local SMEs received support for WeChat storefronts offering “order in Macau, delivery in mainland China.”
A “Smart Travel to Macao with One Click” platform was launched in collaboration with Amap, and the sixth phase of the “Eyes in the Sky” surveillance system began, to provide convenience and security for visitors.
International recognition and regional cooperation
On recognition, Macau was named “Preferred Destination” by the European Travel Agents’ and Tour Operators’ Associations and received a PATA Grand Award in Marketing.
The city also ranked fifth in the Muslim women-friendly category of the Global Muslim Travel Index and first in China’s outbound tourist satisfaction index for 2024.
On regional cooperation, the signing of business integrity agreements with Zhuhai and Zhongshan, and with joint initiatives with Hengqin, including the Macao-Hengqin Camping Fair and the first Global AI Machines and Electronics Expo, were highlights.
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