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“We have to do something bold”

Macau must do “something bold”; bring truly unique sports and entertainment events that are “talked about around the world.” Marketing specialist and president of the International Association of Cultural and Sports Industries of Macau, Patrícia Cheong, points to Las Vegas as a model for transforming from a gaming hub to an entertainment destination.

Nelson Moura

Does Macau have the capacity for the events it wants to host, or should it have already evolved? What improvements can still be introduced?
Patrícia Cheong: As we all know, Macau has always had limitations regarding spaces. We have quite good sports events on a small or medium scale, but we need to be very selective about the events we host. If we want something larger or of international standards, then, of course, we have limitations. For example, we dont have an international-level stadium, so its quite obvious that we are very restricted in terms of sports events.

Could the National Games this year, in 2025, be a test—or opportunity—to improve sports facilities?
P.C.: The sports events that Macau will host during this years National Games are smaller, like karate and 3×3 basketball. We only have these smaller events based on the venues we have, and I dont think this will help test our capacity. I think Macau already has a lot of experience hosting smaller-scale sports events, such as the Womens Volleyball Nations League or tennis. If youre asking about facilities, I definitely think we need more; we should at least have an international-level stadium that is truly multifunctional, for football matches or concerts.

Is the East Asian Games Dome still underutilized?
P.C.: We havent been using it—and I dont understand why. But Ive also heard from many external experts that the Taipa Stadium and the East Asian Games Dome are not at the same level as other international venues. Even if we wanted to host top football clubs—a sport so popular in Macau—they wouldnt have confidence in coming here. It doesnt make sense for a city with as many financial resources as Macau. In the short and medium term, we definitely need to plan the renovation of existing venues.

Theres now a new outdoor space for large-scale events on Cotai, for 50,000 people. Is it a welcome addition?
P.C.: Id like to observe for a bit longer how this venue operates; its still just an open space—it’s not a stadium—and offers limited infrastructure. Its good that we have another venue because Ive received many requests for outdoor events: electronic music or festivals would be ideal for that space.

How can Macau compete in the region with cities that already host large-scale events?
P.C.: We have many advantages, such as our financial strength and unique cultural image. Macau is quite a charming city, blending Portuguese and Chinese cultures, for many international tourists—not just the Chinese but also visitors from countries like Indonesia or Malaysia. They find it different and exotic, which is a unique advantage in the region. Macau can consider its possibilities within the available limited spaces. We can conduct a study on the types of events already being hosted in the region and organize events related to extreme sports, which dont require much space—for example, BMX or skateboarding. We can have fun and popular events, as weve already done with the UFC, and look to Las Vegas as a model. However, there are still many things we lack; we dont have our own teams in many sports. If we want to compete, we must understand our strengths and the areas we need to improve. If we want a city of sports and entertainment, we need good infrastructure and a culture of events and local brands in the long term. We need to figure out which sports were really good at.

Many concerts and sports events focus on attracting tourists from mainland China. Should we stick to this market or aim for a more international audience?
P.C.: Actually, most sports events arent only attracting mainland Chinese. The Macau Grand Prix, for instance, definitely attracts a very international audience, as does the previously mentioned UFC. Womens volleyball, however, really does attract more Chinese audiences due to the good results of the Chinese womens team. Either way, in terms of sports events, Macau is still very much in its infancy, and we have a lot to develop.

When it comes to concerts, I agree—historically, most visitors are Chinese. Ive seen some changes, but theyre slow. Organizers still need to attract mainland Chinese, mainly VIP clients, but I think theyre changing strategies. Another reason they need to adopt a less regional perspective is that many of the artists who come here already perform in China, so mainland visitors dont need to come to Macau to see them.

Should there be more resident shows like in Las Vegas?
P.C.: Yes, thats exactly the Las Vegas model. It depends on the type of residency—some last 20 years, others just five. But, without a doubt, we should have more. That way, when people ask what they can do in Macau, we have flagship shows we can point out. Fortunately, The House of Dancing Water is returning, but we need more. The unique aspect of resident shows is very attractive. Studio City has tried a semi-residency model, which works but isnt perfect. They signed, for instance, with pop singer Joey Young, a big artist, but if she performs just three times, she might not sell as many tickets. I think people need to adapt. Resident shows need to offer something original and unique, like The House of Dancing Water. Concerts, on the other hand, can be seen elsewhere. Everyone wants to create something unique that can last longer.

The new Chief Executive is preparing his first Policy Address. What are your suggestions for the events sector?
P.C.: As Macau will face severe competition in the region over the next three to five years, we must create something unique and be able to lead the entertainment market. We should ask ourselves what Macaus uniqueness is and plan a bold project. I see a lot of effort to develop many projects, but maybe we dont need so many because everyone is fighting for the same audience. We should pool all those resources and create something globally talked about. Entertainment will be a competitive area for all tourist destinations, and I think were falling behind; were bringing events that the region already has. We have the Macau Grand Prix, but we dont have a clear direction on how to create a memorable experience. Macau should truly improve the Grand Prix; otherwise, it will be a big waste because its one of the citys most important sports events. They could renovate and improve the venue or bring back Formula 3. There could also be improvements for people who may not want to watch the races but just enjoy the Grand Prix atmosphere. We should build more infrastructure—and dining options. We need a single project, or a few unique projects, that were planning so that even after five years, Macau can be a leader in the leisure market.

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