Macao Tourism Promotes City with New TikTok Drama, Captivating Audiences in Southeast Asia, Get the Details Here

Published on November 24, 2025

An innovative strategy to gain attention from younger tourists from Southeast Asia has been commenced by The Macao Government Tourism Office (MGTO): serval geo-targeted TikTok mini-dramas. The first episode released on TikTok’s Macao Tourism Account aims to stretch engagement in the region. MGTO has used a form of marketing popular in the Southeast Asia region to purportedly enhance awareness around the city’s multi-attribute tourism and varied tourism culture by partnering with top influencers in Indonesia and Thailand.

A New Approach to Destination Marketing

In a rapidly evolving digital world, tourism boards are turning to creative ways of marketing destinations to stand out. Macao’s latest project taps into the power of TikTok, a platform that resonates strongly with young, mobile-savvy audiences across Southeast Asia. Rather than relying solely on traditional advertisements or static imagery, MGTO has chosen to combine narrative-driven storytelling with destination marketing, presenting Macao as a vibrant, culturally rich destination through the lens of engaging drama series.

This move comes at a time when destination marketing is being shaped by short, engaging video formats. The TikTok drama series is designed not just to inform but also to entertain and captivate audiences, offering them a reason to engage with Macao’s attractions in an entirely new way.

Collaborations with Top TikTok Influencers

To ensure that the series resonates with local audiences, MGTO has partnered with leading TikTok influencers from Indonesia and Thailand, two of the region’s largest travel markets. By collaborating with popular creators who have millions of followers, the campaign aims to connect more authentically with their fan bases, building credibility and excitement around the destination.

In the Indonesian series, well-known influencers Abi Albian and Aura Sekartika take center stage. Together, the duo boasts over 6.6 million followers. Their popularity and connection to their fans bring Macao’s cultural and historical landmarks into the spotlight in a way that feels organic to their followers.

Meanwhile, in Thailand, TikTok sensation Ladyso.th—who has amassed over 5.7 million followers—co-created and starred in the Thai version of the series. The production was carefully tailored to the language and cultural preferences of the Thai audience, enhancing its relatability and appeal.

Dramatic Storytelling that Highlights Macao’s Rich Culture and Landmarks

Both drama series, titled Love between Time and Space (Indonesian) and Switch Happen (Thai), incorporate Macao’s famous landmarks, historic neighborhoods, and cultural treasures as integral elements of their plotlines. The series blends travel with storytelling, taking viewers on a virtual journey across Macao’s iconic sites, including the Ruins of St. Paul’s, Macau Tower, Cotai, Taipa Village, and Rua da Felicidade.

These well-known tourist spots are woven into each episode’s narrative, creating a sense of discovery for viewers and sparking their curiosity to visit. The series also ventures into lesser-known areas like Rua dos Ervanários and Hong Kung Temple, showcasing Macao’s blend of modernity and history. Through this combination of storytelling and location-based marketing, the series aims to present a holistic view of the destination’s cityscape, cultural diversity, and history.

By tying popular drama elements—mystery, time travel, romance—into Macao’s scenic locations, the series offers a fresh take on destination marketing. Viewers not only watch captivating stories unfold, but they also experience Macao as a destination filled with adventure, culture, and unique experiences.

Short-Form Content that Captivates and Engages

Each episode of the series runs between three to five minutes, perfectly suited to TikTok’s short-form content format. This bite-sized approach aligns with the viewing habits of TikTok users, who often engage with quick, entertaining videos. The episodes were designed to be easily shareable, encouraging viewers to interact and spread the word about Macao among their social circles.

Since their release, the series has seen impressive engagement. The Indonesian drama, Love between Time and Space, has surpassed 100 million views and 1.4 million interactions, while the Thai drama, Switch Happen, has amassed over 85 million views and nearly 500,000 interactions. This level of engagement demonstrates the effectiveness of the series in attracting attention and piquing the interest of viewers, some of whom have expressed a newfound desire to visit Macao.

Additionally, viewership has spread beyond Indonesia and Thailand, gaining traction in other Southeast Asian markets like Malaysia and Myanmar. This expansion speaks to the viral nature of TikTok content and the potential for the series to reach a wider audience across the region.

Increasing Awareness and Engagement on TikTok

Since launching its official TikTok account in 2022, MGTO has built a strong presence on the platform, with over 3.1 million followers across Southeast Asia, Northeast Asia, and the Middle East. The account has posted nearly 900 videos in multiple languages, covering everything from local attractions and itineraries to community highlights and events.

The two drama series are a continuation of MGTO’s efforts to diversify its content and engage audiences in creative, interactive ways. By combining mini-drama formats with travel content, MGTO is tapping into a new trend in destination marketing—one that places entertainment at the forefront and allows travelers to engage with destinations in a more immersive, dynamic way.

The campaign’s success underscores TikTok’s growing influence as a platform for travel promotion. With its rapid adoption across Asia, TikTok is increasingly becoming an essential tool for tourism boards aiming to reach younger audiences who are looking for authentic, engaging content that speaks to their interests.

A Growing Trend: Social Media-Driven Tourism

As more tourism boards recognize the power of social media to attract travelers, Macao’s success with TikTok sets a precedent for other destinations to follow. By tapping into the power of short-form content and collaborating with influencers, MGTO is reshaping how tourism marketing is done in the digital age.

The success of this initiative highlights a broader shift in how travel destinations are marketed—where social media platforms like TikTok are no longer just promotional tools but integral parts of the travel planning process. The ability to connect with audiences through entertainment, storytelling, and influencer partnerships is a powerful way to build awareness, trust, and excitement about visiting a destination.

Macao’s Future in Digital Tourism Marketing

Going forward MGTO intends to further engage its audience using tailored innovative social media strategies, especially the creation and production of additional interactive mini-dramas tourism office and other interactive content. This will ensure the centrality of Macao for potential travelers from Southeast Asia and other regions.

The new partnership with Macao and TikTok influencers illustrates a new trend in the marketing of tourism whereby the pertinent focus is on the graphical and descriptive storytelling of what a destination has to offer. With the emphasis on personalization and audience engagement Macao will achieve its digital tourism objectives and realize segmentation marketing in the global tourism marketplace

The demand for genuine and exclusive experiences is currently at an all-time high. This is where Macao can leverage its new drama mini-series tailored for TikTok. The new drama series is an innovative and exciting method to showcase the dynamic culture, stunning landmarks, and hidden treasures in Macao. Using social media Macao will continue to engage young travelers from Southeast Asia.