Macau Targets Three Million Overseas Tourists with Extensive Promotional Campaign

Macau, the glitzy jewel of Asia, is rolling out an ambitious plan to attract three million overseas tourists this year. This vibrant city, known for its dazzling casinos and rich cultural tapestry, is ready to welcome the world with open arms. With a massive promotional push and strategic partnerships, Macau is gearing up to showcase its multifaceted charm to a global audience.

A Massive Promotional Push

Macau is leaving no stone unturned in its bid to attract international visitors. The Macau Government Tourism Office (MGTO), under the dynamic leadership of Helen Senna Fernandes, is spearheading a large-scale promotional campaign. This initiative, with a budget of MOP235 million (£22.6 million/€27 million/US$29 million), is set to launch in August. The campaign aims to put Macau on the global map through collaborations with major media outlets like CNN and the BBC, and popular social platforms such as TikTok.

“We will work with major international media organisations, such as the BBC and CNN, to promote Macau,” said Helen Senna Fernandes, director of the Macau government tourism office (MGTO). “The government will work with a variety of Macau companies to participate in the programme.”

In the past, Macau's tourism has been dominated by visitors from the Chinese mainland, Hong Kong, and Taiwan. However, the city is now casting a wider net to include Northeast and Southeast Asia and European markets. Last year, Macau reopened its borders on January 8th, welcoming 1.5 million foreign tourists, which accounted for just 5.17% of all visitors. This year, Macau aims to significantly increase this number.

“We participated in travel fairs in Tokyo, Singapore and Jakarta and we have events planned in Korea, Thailand, Malaysia, India and Dubai,” she said. “We are also engaging with European travel agencies.”

Embracing Cultural and Historical Riches

While Macau is often synonymous with its casinos, the city is making a conscious effort to showcase its rich cultural and historical heritage. This former Portuguese colony offers a unique blend of Eastern and Western influences. The historic center of Macau, a UNESCO World Heritage site since 2005, and its recognition as a UNESCO City of Gastronomy in 2017, are key highlights.

“We pride ourselves on our history and culture,” she said of the former Portuguese colony. “The historic centre of Macau, listed as a UNESCO World Heritage site in 2005, and our designation as a UNESCO City of Gastronomy in 2017 are crucial to our tourism identity.”

Casino Concessionaires and Non-Gaming Attractions

Macau's six major casino concessionaires are also playing a crucial role in this tourism revival. They have collectively committed to spending MOP108.7 billion on non-gaming attractions and promoting them in overseas markets. This commitment aligns with the recommendations of a 2020 report by Deloitte, commissioned by the MGTO, which highlighted the need to optimize Macau's tourism industry structure.

The Deloitte report suggested that Macau should reduce its reliance on gaming, enhance its online media presence, and develop "tourism-plus" initiatives, such as maritime and ecological tours. These recommendations are being actively implemented, aiming to create a more resilient and diversified tourism model.

The first half of this year has shown encouraging signs for Macau's tourism sector. The city welcomed almost 1.17 million international visitors by June, marking a 146.4% increase from the same period last year. This represents about 67.2% of the first-half figures from 2019. To reach the ambitious target of three million overseas tourists, Macau will need to maintain and build on this momentum in the second half of the year.

As Macau embarks on this exciting journey, the combination of strategic media partnerships, targeted promotional campaigns, and a focus on cultural and non-gaming attractions sets a strong foundation for success. Macau's resilience and adaptability, coupled with its rich heritage and modern allure, make it a compelling destination for travelers from around the world. This vibrant city is ready to shine on the global stage, offering a dynamic and unforgettable experience for all who visit.

Source:

''Macau looks to global, social media to boost international tourism'', igamingbusiness.com, July 23, 2024.