Macau is strengthening its tourism development strategy with the completion, in 2025, of the second phase of the revision of the General Plan for the Development of the Tourism Industry, which outlines 74 actions (including 20 new ones) to promote sustainable, diversified, and competitive growth through 2030.
The plan, published by the Macao Government Tourism Office, aligns with the Macao Special Administrative Region (MSAR) Government’s goal of transforming the city into a global hub for tourism and leisure. It assesses the impact of changes in the global context and introduces measures to address the sector’s new challenges and opportunities.
Throughout 2025, all planned actions were launched with the support of various government departments and the business sector, notably focusing on enhancing tourism offerings and investing in diverse experiences.
Macao has been consolidating its image as the “City of Sports” and the “City of Entertainment” by hosting major events, such as national competitions and landmark cultural initiatives, including the Macao International Parade and the “Art Macao 2025” Biennial.
Leia também: Feira de turismo de Macau junta Portugal e mercados globais
Gastronomy continues to establish itself as one of the region’s key assets, with international events and promotional campaigns reinforcing Macao’s status, such as the UNESCO Creative Cities. At the same time, new trends – such as intellectual property-related tourism and themed events linked to popular brands – have helped attract younger audiences and diversify the profile of visitors.
The Government has also invested in improving the quality of tourism services, promoting professional training in areas such as protocol, artificial intelligence, and digital skills.
The integration of new qualifications into the official certification system and cooperation with the Greater Bay Area aim to enhance the competitiveness of human resources, while new legislation for travel agencies and tour guides, set to take effect in 2026, is expected to help raise industry standards.
Internationally, Macao has intensified tourism promotion in strategic markets, with campaigns and events in various cities across Asia and Europe, including Portugal. The focus on new segments, such as tourism from the Middle East and the Muslim market, reflects the diversification strategy. At the same time, the digital presence has been strengthened, with millions of followers on official platforms and campaigns targeting younger audiences.
Improving infrastructure and mobility is another priority, with a focus on expanding the air network, modernizing border crossings (including smart border-crossing systems), and developing new public transportation links, such as light rail. The creation of an Integrated International Tourism and Culture Zone also aims to enhance the city’s overall appeal.
Technological innovation is also central to the strategy, with the development of smart tourism through open data platforms, integration with digital applications, and e-commerce solutions that support small and medium-sized enterprises. Digital tools, such as online guided tours and smart navigation services, have been enhancing the visitor experience.
At the regional and international levels, Macao continues to deepen cooperation with cities in the Guangdong-Hong Kong-Macao Greater Bay Area and to strengthen its role as a bridge between China and Portuguese-speaking countries. The city has also been honored with several international awards, reflecting global recognition of its tourism development.
The Macao SAR Government assures that it will continue to monitor the plan’s implementation, focusing on innovation, sustainability, and economic diversification, with the aim of consolidating Macao as a world-class tourist destination.
