Macau Now Hosts APAVT Congress to Promote Portugal as a Prime Destination for Chinese Tourists, Get the Details Here

Published on November 29, 2025

Macau is hosting the APAVT Congress for the sixth time which highlights the long-standing connection between Portugal and the Special Administrative Region of China. The President of APAVT, Pedro Costa Ferreira, stated that it is reasonable to choose Macau for this year’s event. He indicated that the congress goes along the association’s plan to strengthen its presence in China where the tourism market is growing rapidly. Ferreira pointed out that the strategy is supported by the private tourism sector and by Turismo de Portugal, therefore, it makes Macau the best place to build relationships with Chinese travel and tourism stakeholders.

APAVT’s 50th National Congress: A Milestone Event

The 50th APAVT National Congress is a highly anticipated event, bringing together industry professionals, stakeholders, and experts to discuss the future of tourism. The theme of the congress, “75 Years Looking Towards the Future,” aligns with APAVT’s 75th anniversary celebrations and underscores the association’s forward-thinking approach to the tourism sector.

The congress is expected to be one of the largest gatherings in APAVT’s history, with over one thousand registrations recorded by Friday morning — a new record for the association. This impressive turnout reflects the growing importance of the congress and the industry’s recognition of Portugal’s increasing role in the global tourism landscape. The event will feature key discussions on the latest tourism trends, with a special emphasis on attracting Chinese tourists to Portugal.

“Honestly, we expect a memorable congress,” Ferreira stated. The high attendance is seen as a positive outcome of the congress’ strategic location in Macau, the celebratory milestone of APAVT’s 75 years, and the incorporation of Turismo de Portugal’s “roadshow” across Asia into one of the congress’ panels. These factors, Ferreira explained, have contributed to the extraordinary response from tourism professionals.

Impact of the Congress on Portuguese Tourism

The congress offers a unique opportunity to strengthen Portugal’s tourism sector by focusing on key growth areas, including the burgeoning Chinese market. With China being the largest source of outbound tourists globally, attracting Chinese travelers is essential for Portugal to further expand its tourism industry. The congress serves as a platform for engaging with Chinese tourism professionals and promoting Portugal’s diverse offerings, from its rich cultural heritage and world-renowned wine regions to its stunning beaches and vibrant cities.

The inclusion of a panel on the “roadshow” that Turismo de Portugal has conducted across Asia is particularly significant. This initiative has been instrumental in showcasing Portugal as a desirable travel destination for Asian tourists, with a special focus on attracting travelers from China. As tourism recovery continues globally, these targeted efforts are critical in ensuring that Portugal remains a top choice for Chinese visitors seeking new destinations in Europe.

Overcoming Challenges and Ensuring a Smooth Event

Organizing a congress of this magnitude in Macau — located on the other side of the world from Portugal — posed several logistical challenges. Ferreira noted that managing an event with hundreds more attendees than usual, while maintaining close connections with members, would require careful planning. The high number of registrations, combined with the complexity of international travel and coordination for attendees, underscores the growing importance of the congress as a key event in the tourism sector.

“We’ve had to work hard to ensure the congress runs smoothly, from managing transportation for attendees to keeping the event’s workflow intact. The challenges are significant, but we are confident that the event will be a success,” Ferreira commented.

The congress will feature a mix of panels, discussions, and presentations on topics that address the future of tourism, including sustainability, digital innovation, and the impact of the Chinese market. With leading speakers from the tourism industry and a wide array of professionals in attendance, the congress is poised to provide valuable insights and foster meaningful partnerships that will shape the future of tourism in Portugal and beyond.

Looking Towards the Future of Tourism in Portugal

As indicated in the Congress theme, APAVT embraces the future, especially the diversification and sustained development in the Portuguese tourist trade. Expansion of the Association’s partnerships with China and focusing on the future, Ferreira said, involves the identification of the prospective shift points in the world’s tourism market. He summed up his remarks by saying how they’ve been planning and looking to the future for the past 75 years, and that’s the approach we’ll continue to have as we anticipate the tourism sector’s continued development.

Given the successful Congress and continued outreach to target international markets, Portugal may expand its tourism market, especially visitors from China. Macau hosted Congress which may be the first step in Portugal marketing itself as a growing European destination for Chinese tourists.