マカオ観光局（MGTO）は、戦略的なプロモーションと市場拡大によって観光成長をどのように高めているか

A Snapshot of Macao’s Tourism Revival

Macao’s tourism landscape is witnessing a remarkable recovery in 2025, driven by dynamic strategies aimed at boosting its presence as a top global destination. This resurgence is part of a broader plan targeting enhancements in tourism and leisure sectors through diverse market engagement and integration with other industries.

Encouraging Visitor Numbers and Industry Performance

Between January and October 2025, Macao welcomed approximately 33 million visitors, marking a 14.1% increase compared to the previous year and nearly returning to pre-pandemic levels of 2019. The influx of international travelers surpassed 2.15 million, up 13.6% year-on-year, evidencing strong global interest.

The National Day Golden Week was a standout period with daily arrivals averaging 143,000 visitors and peaking at 191,000 on a single day — records for this holiday in Macao. Hotel occupancy also showed improvement, averaging 89.3% from January to September, a significant rise that signals renewing confidence in local accommodations.

Exploring Diverse Visitor Markets

To tap into varied international markets, promotional efforts have been intensified through participation in global travel fairs and tailored events like Experience Macao. These initiatives spotlight regions such as Northeast Asia, Europe, the Americas, and the Middle East. Collaboration with industry partners is crucial, especially to position Macao as a Muslim-friendly destination, expanding its appeal to niche segments.

Major promotional campaigns rolled out in Malaysia, Japan, Korea, Thailand, Portugal, and Indonesia collectively attracted over half a million participants, illustrating Macao’s growing international footprint. Special offers, such as complimentary ferry and bus tickets for visitors traveling from Hong Kong, have further boosted inbound tourist numbers.

Mainland China and Regional Synergies

Macao continues to strengthen visitor inflows from mainland China through initiatives like Macao Weeks and other cultural promotions. Close cooperation with Guangdong and Hong Kong markets fosters multi-destination travel experiences, offering tourists richer itineraries across the Greater Bay Area. Promotional events in key European cities, including Frankfurt and London, aim to widen Macao’s appeal among global travelers.

Engaging the Younger Demographic with Modern Media

With a strong social media presence amassing over 10 million followers, the tourism body leverages contemporary platforms to charm younger audiences. Campaigns such as “Enchanting Macao” and international influencer gatherings like “CreatorWeek Macao 2025” have successfully placed the city in the creative limelight, aiming to make it a preferred vacation spot for millennials and Gen Z travelers.

Integrating Tourism with Complementary Sectors

Macao’s tourism development embraces a “tourism +” approach, melding hospitality with gastronomy, MICE (Meetings, Incentives, Conferences, Exhibitions), events, and sports, to enrich the visitor experience and stimulate economic vitality.

• Tourism + Gastronomy: The 2025 International Cities of Gastronomy Fest attracted 92,000 food enthusiasts and united 35 UNESCO-recognized gastronomic cities worldwide, presenting Macao as a global culinary hotspot.
• Tourism + MICE: The 13th Macao International Travel Expo saw participation from 70 countries, featuring over 1,500 booths and hosting nearly 38,000 visitors with thousands of business matchmaking sessions boosting sector partnerships.
• Tourism + Events: Prominent cultural celebrations including Chinese New Year festivities and the Macao International Fireworks Display Contest brought vibrancy and attracted significant visitor numbers.
• Tourism + Sports: The Macao Grand Prix Museum enhanced its offerings with interactive exhibits and themed refreshments, drawing over 140,000 visitors up to October.

Revitalizing the Local Economy Through Community Tourism

Community-driven tourism projects play a part in engaging locals and visitors alike. In 2025, support for 54 diverse activities has brought together over 650,000 participants and more than 1,500 businesses, strengthening grassroots economic contributions. Events like POP MART MACAO CITYWALK captivated 723,000 spectators, injecting energy into local spending and tourism.

Accolades and Global Recognition

Macao’s elevated status in the international tourism arena is further solidified by multiple awards and rankings. It topped the 2024 China outbound tourist satisfaction index and was named the “International Favorite Destination” at Malaysia’s MATTA Fair. The city earned praise as a leading Muslim-friendly travel spot, ranking fifth worldwide for Muslim women travelers and 16th overall.

The Macao Government Tourism Office received prestigious honors from the Pacific Asia Travel Association for excellence in sustainable and inclusive marketing. Additionally, promotional films capturing Macao’s vibrant racing culture won international awards, enhancing the destination’s global image.

Looking Ahead: Strategies for Sustainable Growth

Building on its current momentum, Macao plans to deepen cross-sector integration and broaden market diversity following comprehensive development strategies. These efforts aim to secure sustained economic growth through tourism that is both varied and sustainable.

主なハイライト（概要）

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Conclusion: Macao’s Path to Tourism Excellence

Macao’s tourism revival is founded on strategic integration across sectors, broad market outreach, and an emphasis on cultural and community engagement. It is steadily reclaiming its position as a world-class destination, enriched by diverse travel experiences and supported by innovative promotional strategies. With ongoing investments in marketing, infrastructure, and sustainable practices, Macao promises visitors not just a trip, but a memorable journey into a vibrant cultural tapestry.