Tourism sector plans to tap opportunities from CE’s Europe tour

Sam Hou Fai meets with the Secretary-General of the United Nations World Tourism Organisation Shaikha Al Nuwais
during a visit to Madrid, Spain

Chief Executive Sam Hou Fai concluded his four-nation European tour on Sunday, calling it “highly fruitful,” as an industry representative pledged to capitalize on the visit to align with government policy, expand international visitor markets, and promote sustained growth in Macau’s tourism sector.

Sam, accompanied by a business delegation, visited Lisbon and Madrid, meeting with seven senior officials, including Portugal’s President, Parliament Speaker, Prime Minister, and Supreme Court President – achieving significant results in three key areas, the Government Information Bureau (GCS) said in a statement summarizing his first overseas trip.

A large-scale tourism promotion event was successfully held in Madrid, alongside in-depth exchanges with the UN World Tourism Organization Secretary-General, laying a solid foundation for high-quality tourism cooperation between the two sides.

Industry representative Cheong Kin Chung has praised the Chief Executive’s recent European tour as “significant,” promising that the sector will work to turn the trip’s cooperation agreements into “tangible projects.”

In a Chinese-language media interview, Cheong – who holds leadership roles in Macau’s hotel and tourism associations – said the industry would use the visit as a springboard to make Macau a core tourism hub for the wider Guangdong-Hong Kong-Macau Greater Bay Area.

However, he offered few specifics on how the industry plans to achieve its stated goals, which include attracting more long-haul international visitors, extending their length of stay, and expanding the region’s overall tourism economy.

Cheong also called for faster integration of Macau into the Greater Bay Area, while positioning the city as a gateway for overseas travelers to explore the region’s opportunities. Whether these ambitions will translate into concrete results remains to be seen.

Meanwhile, Macau’s hotel and tourism industry is rolling out bundled packages – including hotel stays, dining, and attraction tickets – in an effort to offset the impact of rising oil prices, according to the industry representative.

In the interview, Cheong acknowledged that surging fuel costs have pushed up operating expenses for tour bus operators and the broader transport sector.

So far, the industry has largely absorbed the pressure through better internal management, with no widespread price increases reported. The market, he said, remains stable.

He also voiced support for subsidy measures introduced in neighboring regions, suggesting Macau could explore similar options if conditions allow.

Any such support, he added, must be carefully designed to avoid harming consumer rights. He said the association is open to discussions with relevant parties on practical solutions to keep transport prices stable while maintaining affordability for travelers.