In this exclusive interview with Maria Helena de Senna Fernandes, the Director of the Macao Government Tourism Office shares key insights into Macau’s tourism strategy, highlights from 2024, and ambitious goals for 2025. From cultural diversification to international promotions, here’s what’s driving Macau’s tourism forward.
Suat Töre: Could you please tell us about your role at Macau Tourism Authority and your main focus areas?
As the Director of the Macao Government Tourism Office (MGTO), I am honored to lead the tourism office and contribute to Macao’s continued success as a primer destination for visitors around the world.
Diversification is indeed the focus of Macao now. As we continue to evolve into a World Center of Tourism and Leisure, synergies are being enhanced between tourism and related sectors, towards more “tourism + culture”, “tourism + gastronomy”, “tourism + conventions and exhibitions”, “tourism + sports”, and more.
On one hand, we want to cater for visitors of different profiles from all over the world. On the other, we want to drive visitors off the beaten path for a more in-depth experience and to ensure the distribution of tourism’s economic benefits to the whole city.
Several historic areas and old neighborhoods are thus currently being revitalized, while local associations and small businesses are involved in community tourism activities, and the list of mega entertainment events increases to engage visitors from the world-class integrated resorts to the community areas for an all-rounded experience in Macao.
Integration with the Greater Bay Area remains important in our strategy. We’re creating seamless travel experiences that connect Macao with neighboring cities, while establishing ourselves as a premier destination for business events and conferences.
ST: What are Macau’s 2024 tourist arrivals and revenue? And your target for 2025?
According to the Statistics and Census Service (DSEC) indicated that visitor arrivals totalled 34,9 million in 2024, an increase of 23.8% year-on-year. In the field of visitor expenditure, total spending of visitors (excluding gaming expenses) was MOP75.36 billion in 2024, a rise of 5.8% year-on-year.
For the estimation of visitor arrivals in 2025, we are looking forward to achieve annual visitor arrivals of over 38 million, which is near the visitor arrivals level in 2019.
For more information please visit:
Visitor arrivals for 2024: https://www.gcs.gov.mo/news/detail/en/N25AUB2Zwi?keyword=visitor
Visitor arrivals for the first quarter of 2025:
https://www.gcs.gov.mo/news/detail/en/N25DW0MbSe?keyword=visitor
ST: How many Chinese tourist arrivals in 2024? And how are arrivals from Europe and the Middle East performing, and what is Macau doing to strengthen Macau’s appeal across these regions?
| Figures for 2024 | Visitors | year-on-year |
| Total arrival | 34,9 million (34,928,650) | +23.8% |
| Mainland China | 24.5 million (24,491,424) | +28.6% |
| International visitors | 2.4 million (2,423,093) | +66% |
| Europe | 199,360 | +68.6% |
| Middle East | 4,704 | +66.0% |
Macao registered over 34.90 million visitor arrivals in 2024, which surged year on year by 23.8% and reached 88.6% of the pre-pandemic levels in 2019. The volume of international visitors rose year on year by 66.0% to 2.42 million, which reached 79% of the pre-pandemic 2019 levels.
While consolidating the top markets, MGTO will enhance the efforts to expand international visitor source markets, especially to reconnect with long-haul ones after the pandemic. MGTO will continue to consolidate Macao’s source markets in Greater China and Southeast Asia, while deepening its efforts in Northeast Asia, restarting promotions in Europe, the US, and India, as well as exploring the Middle East market.
Efforts are also ongoing to transform Macao into a Muslim-friendly destination to attract more visitors from the Middle East, as well as from Macao’s top visitor source markets, namely several regions of Mainland China, along with the Southeast Asian countries of Indonesia and Malaysia. (https://www.dst.gov.mo/en/about-us/press-release/c25757aa7ee24d5bac444ce3b601ec69.html?u=c25757aa7ee24d5bac444ce3b601ec69)
For more information related to visitors’ expenditures and gaming revenues, please visit the following websites:
- Statistics and Census Service: https://www.dsec.gov.mo/en-US/
- Gaming Inspection and Coordination Bureau:
https://www.dicj.gov.mo/web/en/information/DadosEstat_mensal/2024/index.html
ST: I think Gambling is first choice in Macau’s tourism. Do you also promote other tourism elements?
Aside from promoting our year-round festivities and events, we also actively promote a diverse array of tourism elements that showcase the multifaceted appeal of our destination. We place a strong emphasis on highlighting the distinctive cultural, historical, and culinary offerings that make Macao a truly special place to visit.
Our UNESCO World Heritage site, namely “The Historic Centre of Macao”, has carried the essence of Macao’s cultural symphony of the East and West over the past four centuries and more. It is a treasure crystalized and shaped by diverse cultures interacting and flourishing in harmony.
According to the research survey on visitor arrivals to Macao in 2025, sightseeing/visiting heritage sites is the top reason of visit to Macao for the international visitors interviewed, which indicates that world heritage is one of the significant tourism products appealing to visitors. The Historic Centre of Macao is a key driver that propels sustainable tourism development in Macao.
Our promotional efforts extend beyond traditional attractions to encompass the unique experiences provided by the integrated resorts in the region. By collaborating with these establishments, we aim to enrich the tourism landscape of Macao and present visitors with a rich tapestry of activities and experiences to enjoy during their stay. This approach not only enhances the overall tourism image of Macao but also ensures that visitors have a plethora of options to choose from, catering to a diverse range of interests and preferences.
In essence, our goal is to create a well-rounded tourism experience that transcends the realm of gaming, offering visitors a comprehensive selection of cultural, entertainment and culinary delights that collectively define the essence of Macao as a world-class travel destination.
This elaboration further emphasizes the diversity of tourism elements in Macao and underscores the efforts made to provide a holistic and enriching experience for visitors.
Since Macao naturally offers a wealth of educational opportunities, our educational initiatives aim to immerse students in the rich history and cultural heritage of Macao, providing them with unique insights into the region’s past while fostering a sense of appreciation for its traditions and customs. By engaging with students through tailored programs and activities, we strive to inspire a love for learning and exploration that goes beyond the confines of the classroom.
Deepening the integration across sectors through “tourism+” initiatives remains a priority under Macao’s “1+4” economic diversification strategy, as outlined in the Development Plan for Adequate Economic Diversification (2024–2028). This model anchors development around tourism (the “1”) while fostering growth in four key sectors—health and wellness, modern finance, innovative technology, and MICE alongside culture and sports.
This year MGTO is leveraging Macao’s designation as the Culture City of East Asia 2025 and the hosting of the 15th National Games to promote Macao’s cultural richness and diverse tourism experiences, while rolling out new “tourism+” programs.
A crucial element of this diversification is the strengthened partnership between the government and Macao’s integrated resorts. Under new gaming concessions, these integrated resort enterprises are making unprecedented investments in non-gaming offerings – from world-class entertainment complexes to cultural attractions and international conventions. This public-private synergy is rapidly expanding Macao’s appeal to a broader range of visitors seeking diverse experiences beyond gaming.
Examples:
- “Tourism + culture“: Culture City of East Asia 2025 promotion
Slew of culture, tourism, sports festive events and exchanges as part of the celebrations, such as activities at the CNY Parade, MITE, the Macao International Music Festival, Art Macao, “International Cities of Gastronomy Fest, Macao”, the Macao International Fireworks Display Contest, among others.
- “Tourism + sports“: 15th National Games
The National Games will take place from November 9 to November 21 at Macao’s integrated resorts and other venues, offering a boost to showcase the city’s “tourism + sports” potential.
- “Tourism + MICE”: ECTAA Summit and APAVT Congress
MGTO will co-host with IRs two major European events this year: the European Travel Agents’ and Tour Operators’ Associations’ (ECTAA) summit 2-5/June and the Portuguese Travel Agencies Association’s (APAVT) annual congress 2-4/ Dec.
- “Tourism + gastronomy”: Gastronomy Fest
A second edition of the “International Cities of Gastronomy Fest, Macao” (11-20/Jul) is under preparation, featuring once again three major highlights, namely the “International Gastronomy Promenade”, “City of Gastronomy Showcase” and “International Gastronomy Forum, Macao”. The mega-event will gather representatives from UNESCO Creative Cities of Gastronomy from around the world, from other creative fields from Mainland China, along with the this year Culture City of East Asia 2025 cities and previous ones who are UCCN members.
- “Tourism + entertainment“: new live performances
After unveiling last Dec of the resident show “Macau 2049” directed by acclaimed Chinese director Zhang Yimou, the House of Dancing Water will return in May 9 with a refreshed production, while maintaining its signature visual spectacle; concerts are also increasing, such as Andrea Bocelli (29/Mar).
ST: What’s new in Macau tourism, what is your marketing budget, and how many international travel events you programmed for 2025.
[Attractions]
There are a number of new products launched by the Integrated resorts, such:
Poly MGM Museum
The “Macau 2049” residency show at MGM Cotai;
https://www.macaotourism.gov.mo/en/events/whatson/11146/
The aquatic show “House of Dancing Water” will return this May at City of Dreams.
https://macaudailytimes.com.mo/house-of-dancing-water-returns-to-city-of-dreams.html
The Adventures of ALICE @ Grand Lisboa Palace Resort Macau
https://www.ggrasia.com/sjm-to-debut-in-april-ballet-show-at-grand-lisboa-palace
[New Hotels and restaurants]
Between 1 Jan 2024 to 28 Feb 2025, MGTO has issued a total of 3 licenses of hotel establishments providing an aggregate of 186 rooms. The hotels are: “House of Art”, “Hou Kong Boutique Hostel”, “Pensão Familia (Templo de Hong Kung)”. In addition, 12 restaurant licenses, 9 light refreshment establishment licenses and 1 food court kiosk license were issued at the same period.
As of 28 February 2025, 5 hotel establishments, ranging from budget accommodations to four-star hotels, have applied for licenses with MGTO. They will offer an additional 239 rooms to meet the diverse accommodation needs of tourists.
[Major Events]
As Macao is honored with the title of ‘Culture City of East Asia 2025’ and prepares to co-host the ‘15th National Games’ alongside Guangdong and Hong Kong, we are excited to organize a variety of cultural and sporting events for this year. While specific events might still be in the planning stages, Macao has a rich calendar of activities and traditional festivities that attract visitors. Annual events and festivals can serve as a foundation for tourism in 2025.
Here are some events and festivals hosted by the government that typically attract visitors counting from this month:
(May) 35th Macao Arts Festival; International Dragon Boat Races
(July) 2025 International Cities of Gastronomy Fest, Macao;
(Sep) Celebration of the World Tourism Day, Macao International Fireworks Display Contest;
(Nov) Macao Grand Prix;
(Tbc) Macao International Music Festival;
(Nov/Dec) Macao International Marathon;
(Dec) Light Up Macao;
In addition to the events organized by the MSAR governmental departments, the six integrated resort enterprises host a variety of events and activities throughout the year. The public, including visitors, should stay tuned to the resorts’ websites and social media channels for the latest information.
Visitors are encouraged to stay updated with announcements from the MGTO and explore the following websites for events and activities.
Enjoy Macao: https://www.enjoymacao.mo/en
What’s On: https://www.macaotourism.gov.mo/en/events/calendar
[Other News]
Galaxy planning major upgrades to StarWorld main gaming floor, hotel lobby
SJM to add two new event spaces at Grand Lisboa Palace on Cotai, affirms Grand Lisboa junket room conversion to luxury hotel space
[Promotions]
Regarding international promotions for 2025, aside from Greater China promotion, MGTO reinforced its participation in FITUR, returned to ITB Berlin, hosted tourism promotion events in Dubai and Riyadh, Tokyo, MATTA Fair and Arabian Travel Market. Additionally, we are preparing to organize roadshows in Jakarta, Seoul, Bangkok, and Kuala Lumpur.
MGTO are implementing measures to attract visitors through sea, land, and air incentives in 2025. These include collaborating with local, regional, and international airlines to offer discounted airfares and value-added travel packages for international travelers with direct flights to Macao or Hong Kong. For international travelers transiting through HKIA or visiting Hong Kong, MGTO is offering cross-border transportation incentives, such as free one-way bus or ferry tickets from Hong Kong to Macao.
MGTO will also strengthen international market promotion through major online travel platforms and collaborate with local and international tourism industry partners to offer diversified travel products, including “flight + hotel” packages, hotel stays, dining, and entertainment options. Regarding online promotional efforts, MGTO will continue to utilize official social media channels and collaborate with influencers to produce various types of video and graphic content.