The Macao Government Tourism Office is making a bold move to redefine the city’s global image by expanding its focus far beyond its iconic casinos. With new initiatives, diversified experiences, and major cultural events, Macao is investing heavily in heritage, community, and creative industries to attract a broader range of visitors in 2025 and beyond.
From Gambling Giant to Cultural Gem
Long known as the gaming capital of Asia, Macao is now positioning itself as a multi-dimensional destination through what the government calls a “tourism+” strategy. This initiative integrates tourism with other key sectors such as culture, sports, gastronomy, and business events, helping the city offer more than just roulette wheels and poker tables.
At the heart of this shift is the revitalization of historic districts, support for small local businesses, and the promotion of experiences that reflect the city’s unique cultural fusion. Macao’s UNESCO World Heritage site, the Historic Centre of Macao, remains a central pillar of its new identity. This well-preserved district reflects more than 400 years of East-meets-West architectural and cultural integration.
Maria Helena de Senna Fernandes, Director of the Macao Government Tourism Office, emphasized this evolving approach: “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.”
Cultural Highlights and Upcoming Events
Macao’s designation as the Culture City of East Asia 2025 will bring a calendar full of festivities. Visitors can look forward to events such as:
- Macao Arts Festival (May) – A diverse showcase of theatre, dance, music, and visual arts.
- International Cities of Gastronomy Fest (July) – Featuring global chefs, food forums, and a citywide culinary celebration.
- Macao International Music Festival (TBC) – A convergence of global musical traditions and talent.
- National Games of China (November) – A chance for visitors to experience “tourism + sports” at large-scale athletic events.
- Macao Grand Prix (November) – Blending motorsports with festive fanfare, right in the city’s streets.
These events, supported by Macao’s integrated resorts and public-private partnerships, are designed to give visitors immersive, world-class experiences that go far beyond gaming floors.
Heritage, Food, and Creativity
According to MGTO’s visitor research, international tourists rank sightseeing and heritage exploration as top reasons for visiting Macao. This has encouraged further development around historical and cultural touchpoints.
The city is also strengthening its status as a member of UNESCO’s Creative Cities of Gastronomy. Traditional Macanese cuisine, shaped by Chinese and Portuguese influences, plays a key role in Macao’s cultural branding. Local food tours, gastronomy festivals, and collaborations with international chefs are now staples of the tourism offering.
In parallel, Macao is rolling out new artistic and entertainment attractions. Highlights include:
- “Macau 2049” – A visually striking resident show directed by Zhang Yimou at MGM Cotai.
- House of Dancing Water – Returning with a refreshed production at City of Dreams.
- The Adventures of ALICE – A contemporary ballet performance at Grand Lisboa Palace Resort.
Revitalizing Communities and Experiences
Efforts to drive visitors off the beaten path are also central to Macao’s strategy. MGTO is collaborating with local associations and businesses to revive old neighborhoods, support artisan shops, and promote community-based tourism. Visitors are being encouraged to explore Macao’s lesser-known quarters through guided walks, cultural exchanges, and immersive workshops.
These experiences don’t just benefit travelers—they ensure tourism’s economic impact is shared across the city and not limited to casino-centric zones. By promoting cultural depth and sustainable growth, Macao hopes to position itself as a holistic destination for curious, conscious travelers.
Broadening the Visitor Base
The city is also working to attract new markets. In 2024, Macao welcomed over 34.9 million visitors, a 23.8% increase from the previous year. Of those, 2.4 million were international tourists, marking a 66% year-on-year rise. European visitor numbers jumped by nearly 69%, and arrivals from the Middle East rose by 66%.
To build on this momentum, MGTO is strengthening Macao’s appeal in long-haul markets like Europe, the U.S., and the Middle East. This includes repositioning Macao as a Muslim-friendly destination, offering halal options, prayer facilities, and tailored experiences.
Incentive programs are also being offered to international travelers—such as free one-way ferry or bus rides from Hong Kong to Macao—and partnerships with airlines to offer discounted packages.
With this ambitious and inclusive outlook, Macao is not just betting on more visitors—it’s betting on a richer, more meaningful kind of tourism. From ancient temples and vibrant street art to food fests and live performances, Macao is embracing its cultural wealth like never before.
