MGTO’s mega-events account for 30% of tourism media coverage

Four-large scale cultural events organized by Macau’s tourism board accounted for over 30% of all media coverage on Macau tourism last year, according to an annual evaluation report.
Dubbed tourism “mega-events”, the four major events organized by the Macao Government Tourism Office (MGTO) last year were the Parade for Celebration of the Year of the Pig, the Macao Light Festival 2019, the 30th Macao International Fireworks Display Contest, and the 4th International Film Festival & Awards – Macao.
An annual evaluation on the tourism branding and media effectiveness of the mega-events found that all attained a high “level of awareness” and a very high “level of satisfaction” among the public.
In terms of media coverage, the International Film Festival was by far the most widely reported among the four events, with a total volume of 196,800 articles. It also gained the most traction on social media, with over 43.7 million interactions. The second-most popular event was the Fireworks Display Contest, which had media coverage of 32,200 articles and registered over 17.5 million social media interactions.
The findings of the report showed that media coverage came in greater proportion from the greater China region, accounting for as much as 93% in some categories. Comprising of mainland China, Taiwan and Hong Kong, the greater China region accounted for 92% of all visitor arrivals in 2019.
Based on the findings of the report, the MGTO has concluded that events held in the second half of the year attracted more media attention and discussion, which is considered a positive influence on Macau’s tourism branding. The tourism board therefore suggests the launching of events with programs that “resonate with traditional festivals vibrant with local characteristics,” so as to attract wider media coverage and discussion during the final months of the year.
Several large-scale sports and cultural events were cancelled or postponed in the first half of 2020 because of the coronavirus pandemic. The 31st Macao International Fireworks Display Contest, slated to be held this September and October, was cancelled earlier this month.