Figures from the Statistics and Census Service (DSEC) showed both the advertising and conference and exhibition organising industries recorded sharp year-on-year increases in gross surplus, highlighting the role of services in diversifying the local economy.
The advertising industry counted 686 establishments last year, with receipts rising 16.8 percent to 697 million patacas (US$86 million). Expenditure grew 12 percent to 648 million patacas, driven by purchases of goods, outsourcing and commissions – which accounted for nearly half of total costs – and staff compensation. Gross surplus jumped almost threefold to 48 million patacas, a 199.7 percent increase from 2023.
The conference and exhibition sector, with 102 establishments, also reported robust growth as Macau stepped up its push to become a regional MICE hub. Industry receipts climbed 9.7 percent to 678 million patacas, while spending rose 5.3 percent to 600 million.
Purchases and outsourcing absorbed more than two-thirds of costs, while employee compensation surged 15.6 percent. Gross surplus reached 78 million patacas, up 61.7 percent year-on-year.
Advertising activities included publicity campaigns, design and media agency services, while conference and exhibition organisers focused on planning and staging MICE events. Companies mainly providing specialised services such as production, set-up or public relations were excluded from the count.
The figures underscore Macau’s efforts to expand into high-value services beyond gaming, with the growth of advertising and MICE reflecting both increased corporate spending and the government’s push to build a diversified economy.
