As the 14th Macao International Travel (Trade) Expo (MITE) opens its doors at The Venetian Macao today, 10th April, we cannot help but be awed by the way the special autonomous region has transformed itself from an add-on destination to a tourism showcase in its own right.
In a previous exclusive, we pointed out how the special autonomous region has shaken off its reputation as the Las Vegas of the East to become a leading force in the regional and global MICE industries.
Beyond MICE, the country is also developing other aspects of its tourism sector under an initiative referred to as Tourism+, an all-encompassing programme that puts Macao on the map as a prime destination for just about every traveller.
What exactly is Tourism+
Tourism+ actually refers to the Macao Government Tourism Office (MGTO)’s thrust to diversify the country’s attractions from just gaming and into other aspects that a broad spectrum of tourist markets can enjoy.
In particular, it refers to the potent mix of standard tourism with MICE and corporate travel, culture, sports, and gastronomy as a way of getting travellers to stay longer in the region.
With that in mind, Macao’s tourism strategy is made up of five primary components; namely:
- An ongoing travel stimulation programme that actively offers incentives and tailored support to travel agencies that organise trips to Macao from overseas, particularly markets in East Asia;
- Community-driven tourism support in the form of promotional events highlighting the region’s various districts, particularly Coloane, Cotai, and Taipa, through their local culture, as well as public spectacles like festivals and performances;
- The active and widespread use of artificial intelligence and other technologies to enhance the quality of tourism experiences, an initiative that began with virtual tours offered to give housebound travellers a taste of Macao throughout the pandemic and has since grown to include tech tools to make navigating the region easier for foreigners;
- More diverse attractions that are far removed from the gaming experience, specifically capitalising on the region’s appellation as a UNESCO World Heritage Site, as well as aspects like the Macao Grand Prix and its colonial traditions from the Portuguese; and
- Wide-ranging marketing campaigns that bring the country’s best beyond Mainland China and East Asia, attracting travellers from Southeast Asia, as well as Europe as it plays on the country’s colonial ties with Portugal.
Furthermore, Macao’s travel stimulation programme is also set to expand its scope in the near future, as the region sets itself up to become a scenic destination for the weddings and honeymoons market, as well as a venue for educational travel and talent exchanges.
With the global travel sector making its way to Macao over the next three days, events like MITE are all set to bolster the region’s appeal, transforming it into an Asian tourism destination of note.
