Macao Fortifies Tourism Bridge Between Portugal And China, Driving Visitor Recovery And Economic Growth

Published on December 5, 2025

The strategic positioning of Macao, a Special Administrative Region (SAR) of China, as a pivotal tourism link between the two nations is continually being reinforced through dedicated official efforts. An unwavering commitment to leveraging the unique cultural and historical relationship between Portugal and China is being exhibited by government entities. This crucial role is perceived not merely as an incidental benefit of history, but rather as an intentional economic and diplomatic necessity that supports Macao’s broader diversification agenda. The development of robust travel and cultural exchange corridors between Europe and Asia, with the SAR serving as the designated nexus, is being systematically pursued.

It is understood that the enduring relationship between Macao and Portugal provides a unique competitive advantage that must be continually exploited. The city’s distinct blend of Eastern and Western influences is being showcased to attract diverse visitor segments, ensuring that Macao maintains its golden calling card as an international metropolis. Therefore, the strategic decision to firmly establish the SAR as a central hub for tourist flows between Portugal and mainland China is being driven by both historical context and modern economic planning. This initiative is inextricably linked to the higher national strategy of utilizing Macao as a commercial and trade cooperation service platform connecting China with all Portuguese-speaking countries. The foundation for this specific focus on tourism is thus securely laid within a larger geopolitical and economic framework.

Strengthening the European Tourism Connection

Significant progress has been reported regarding the deliberate cultivation of the European visitor market, with the SAR focusing particularly on Portugal. It was affirmed by Maria Helena de Senna Fernandes, the Director of the Macao Government Tourism Office (MGTO), that the comprehensive work being carried out in partnership with the Portuguese Association of Travel and Tourism Agencies (APAVT) is scheduled to be continued. This collaborative endeavor is essential for promoting Macao to tour operators and subsequently boosting tourist arrivals from the Portuguese market. The partnership with APAVT has been identified as one of the cornerstone strategies of the management’s efforts over recent years, aimed specifically at reinforcing ties with Portuguese travel professionals.

The importance of this ongoing relationship was notably underscored by the announcement of Macao’s designation as the APAVT Preferred International Destination for multiple periods. The territory was first chosen for the year 2024, and following that successful engagement, it was selected once more to hold the Preferred Destination title in 2026. This repeated designation provides a formal and robust framework through which the vital connection between Macao and the Portuguese travel trade is intended to be kept dynamic and alive.

Quantitative Recovery and Targeted Growth Metrics

The effectiveness of these concerted promotional strategies in the European market is being substantiated by measurable visitor statistics. Figures were presented which clearly indicated the positive trajectory being followed. It was observed that the number of visitors arriving from Portugal, as well as from Europe in general, had recorded a significant double-digit annual increase. This growth reflects a substantial recovery in tourism, with arrivals reaching approximately 80% of the figures recorded in the pre-pandemic era. This recovery milestone, as reported up to October of the relevant year, signifies the successful partial restoration of cross-continental travel streams through Macao.

Furthermore, a specific and ambitious target was established for the overall expansion of Macao’s international visitor pool. A goal of attracting more than three million international visitors was set for the year 2025. This objective emphasizes the gravity of the SAR’s commitment to welcoming a globally diverse range of tourists, thereby supporting the broader economic diversification goals. By the end of the first ten months of the year, nearly 2.97 million tourists from overseas territories had been welcomed by Macao, representing a nearly 15% increase compared to the same period in the prior year. These numbers reveal that the SAR is well on track to achieving or surpassing its targeted international arrivals, a vital step toward reducing the historical over-reliance on tourists from mainland China.

Macao’s Integral Role in China’s National Vision

The ongoing efforts to solidify Macao’s position as a tourism link between Portugal and China are intrinsically tied to the overarching national strategies guiding the SAR’s development. Macao’s role as the World Centre of Tourism and Leisure (WCTL) is being continually reinforced as part of the “1+4” development strategy for appropriate economic diversification. This strategy mandates the expansion of four specific sectors—meetings, incentives, conferences, and exhibitions (MICE); traditional Chinese medicine (TCM); modern financial services; and advanced technology—alongside the core industry of integrated tourism and leisure. The expansion of the European visitor market directly contributes to the MICE sector by promoting Macao as an international destination for large-scale conferences and business gatherings, such as the APAVT Congress.

The historical and cultural links with Portugal are being actively utilized to enhance Macao’s distinctive brand identity within the international landscape. The unique juxtaposition of Cantonese and Portuguese heritage is showcased as a key differentiator, drawing cultural tourists and business travelers alike. Furthermore, the SAR’s geographic location within the dynamic Greater Bay Area (GBA) is being emphasized. Macao’s strategic location facilitates connectivity, allowing it to serve as a convenient and culturally rich transit point for Portuguese and European travelers seeking to explore the vast opportunities and destinations within mainland China. Impressive infrastructure, including bridges and high-speed rail networks within the GBA, is being leveraged to ensure seamless movement for these international visitors.