MGTO unveils MOP27 million campaign to attract international tourists

The Macao Government Tourism Office (MGTO) has unveiled an international promotional campaign to revitalize tourism and attract global visitors.

Launched yesterday, the “Experience Macao Limited Edition” campaign partners with the city’s six gaming operators to blend an online interactive game with exclusive travel experiences, highlighting the best of Macau.

During an online-offline press conference at the Macao Grand Prix Museum yesterday, the bureau announced that the campaign is part of MGTO’s broader strategy of “going global, bringing in,” which emphasizes market diversification.

In the first half of the year, MGTO officials visited several countries in Northeast and Southeast Asia to promote Macau as a premier travel destination.

The second half of the year will see intensified efforts as the campaign rolls out, featuring a daily online quiz game where participants can win exclusive prizes, including hotel stays and round-trip airfares to Macau.

“Our goal is to invigorate tourism and economic development by tapping into international markets and showcasing the unique experiences Macau has to offer,” said Maria Helena de Senna Fernandes, director of MGTO.

The official said this project is a new bid to directly target consumers through both online and offline methods, with a view to expanding Macau’s customer base.

The MGTO director said the campaign’s total budget is MOP26.9 million, with MOP2.9 million coming from the government and the remaining MOP24 million being borne by the six gaming concessionaires.

She also expressed her hope that the number of international tourists in 2025 will approach the 3 million-mark seen in 2019.

The authorities will continue to promote and participate in tourism exhibitions in the global market to attract international tourists.

Exclusive prizes up for grabs

The “Experience Macao Limited Edition” campaign invites international visitors to engage with Macau’s culture and attractions through an interactive online game.

Participants can register on the campaign’s website and answer three questions about Macau each day.

Correct answers enter participants into a lucky draw for a chance to win one of 100 exclusive travel experiences, which include stays at top hotels, visits to UNESCO World Heritage sites, and dining at the finest Michelin-starred restaurants.

In addition to the 100 prizes, there is a special incentive for social media engagement.

The winner of the most popular Instagram post, tagged with the specified official campaign hashtags, will receive a 30-day Ultimate Experience Macao Limited Edition Prize, which includes extensive travel perks and activities throughout the city.

Promotion Through K-Pop

A notable highlight of the campaign is its collaboration with Cho Mi-yeon, a member of the popular K-pop girl group (G)I-DLE.

Mi-yeon visited Macau several weeks ago to film the music video, featuring iconic landmarks aiming to attract a younger audience and generate buzz on social media for this campaign.

The promotional campaign will use a multichannel approach, engaging audiences through various platforms, including social media, online advertisements, and collaborations with influencers and key opinion leaders outside mainland China (KOLs). Nadia Shaw

Gov’t aims for 33 million visitors this year

Speaking on the sidelines of the event, Fernandes revealed the number of tourists this summer exceeded expectations, with the average daily number of tourists exceeding 100,000. Over the past weekend, the average daily tourist count was 160,000.

Fernandes is confident the total passenger volume this year could reach the target of 33 million, with hopes for even higher numbers.

She said the composition of tourists will gradually change, and the authorities will step up efforts to attract international tourists next year.

Regarding group tourists during the summer vacation, Fernandes stated that data is still being compiled. However, reports from travel agencies indicate an increase in group visitors. She believes this uptick is linked to the Macao Week promotional activities organized by the bureau in mainland China to attract group tourists to Macau.

The official added that several major events and activities, including activities organized by cultural, sports and integrated resort and leisure enterprises, are planned for the second half of the year, which are expected to continue drawing tourists.