Sam Hou Fai seeks stronger tourism, trade ties with ASEAN

Sam Hou Fai with ASEAN Secretary-General Kao Kim Hourn

Chief Executive Sam Hou Fai is seeking to deepen Macau’s economic and tourism links with Southeast Asia, with talks in Jakarta this week focusing on trade, investment, tourism and broader business cooperation.

Sam met ASEAN Secretary-General Kao Kim Hourn on Wednesday during his visit to Indonesia, where he outlined opportunities for closer engagement between Macau and ASEAN member states.

The Chief Executive highlighted Macau’s position within the Guangdong-Hong Kong-Macao Greater Bay Area and the development of the Guangdong-Macao In-Depth Cooperation Zone in Hengqin. He encouraged ASEAN businesses to use the Macau-Hengqin platform to connect with the markets of mainland China and Southeast Asia.

According to the Government Information Bureau (GCS), Sam also pointed to the longstanding cultural and commercial ties between Macau and Southeast Asia, as well as the region’s importance as a source of international visitors. He said Macau hoped to participate in relevant China-ASEAN cooperation mechanisms and activities, subject to approval by the central government.

Kao welcomed Sam and the delegation of government officials and business representatives, saying there was “significant potential” for expanded cooperation in tourism, investment, trade and cultural exchanges. He also pointed to trade-matching and tourism and MICE platforms as potential channels for business partnerships.

The talks followed Sam’s meeting Tuesday evening with Indonesian Tourism Minister Widiyanti Putri Wardhana, which focused on expanding tourism links between Macau and Indonesia.

Sam Hou Fai with Indonesian Tourism Minister Widiyanti Putri Wardhana

Sam thanked Widiyanti for supporting the restoration of visa-free travel for Indonesian visitors to Macau, describing the measure as a potential boost to tourism cooperation. Indonesian visitor arrivals rose 13.6% year over year in 2025, making the country Macau’s third-largest international visitor market, according to the government.

Macau is also seeking to broaden its appeal to Muslim travelers. The government has encouraged hotels, restaurants and food producers to obtain halal certification, while introducing a Muslim Tourism Guide and Islamic culture training for tourism workers. Some hotels and restaurants have also added halal dining options and prayer facilities.

Sam said Macau would strengthen coordination between tourism authorities and airlines, develop new tourism products and seek additional visitor markets. He also proposed cooperation on cultural and tourism initiatives connected to the Maritime Silk Road.

The push for wider regional tourism links comes as Macau’s Vietnamese community seeks easier access for visitors and workers from Vietnam. Last week, Vietnamese Consul General Le Duc Hanh called for reduced visa requirements and a pilot visa-on-arrival program in major Vietnamese cities, citing the approximately 9,000 Vietnamese workers already in Macau.

Hanh said stronger travel links could support tourism and closer cooperation in areas including law enforcement and cultural exchanges.

Meanwhile, Sam also invited Indonesian cultural and performing arts organizations and exhibition organizers to take part in Macau’s international integrated tourism and cultural district, as the city seeks to expand beyond gaming and traditional tourism.

Both sides said they would continue developing projects under the Belt and Road Initiative and the China-Indonesia comprehensive strategic dialogue mechanism.

MGTO targets broader visitor base, new tourism products

Macau Government Tourism Office (MGTO) deputy director Jennifer Si Tou said Macau is accelerating efforts to diversify its visitor markets and tourism offerings under the city’s development plan.

Speaking on TDM Forum Wednesday, Si Tou said Macau is targeting average annual growth of 5% in international visitor arrivals over the next five years.

The strategy includes strengthening established markets in Southeast and Northeast Asia while expanding outreach to Portuguese- and Spanish-speaking countries, Europe and the United States. Muslim travelers are a particular focus.

Macau ranked 14th among Muslim-friendly destinations and fourth among Muslim-friendly accessible destinations this year, according to the bureau.

The official said the city was using marketing, industry training and improved facilities to strengthen its position in the Muslim travel market. The government is also encouraging businesses to expand halal dining and prayer facilities.

Other emerging segments include pet-friendly and educational tourism. Changes to food and beverage regulations in July created greater scope for businesses to allow pets on their premises, subject to requirements, while some shopping malls have introduced pet-friendly facilities and activities.

Educational tourism is also gaining traction. Macau’s Historic Centre, UNESCO Creative City of Gastronomy designation and cultural, educational and exhibition resources provide a foundation for study-tour programs.

According to data presented by the official, visits by mainland Chinese students on study tours rose about 20% year over year during the latest summer vacation. lv