Macau Tourism Office Sets Sights on European Market Expansion with New Initiatives and Partnerships to Boost Visitor Numbers in 2026

Published on December 4, 2025

The Macau Tourism Office is setting its sights on expanding its European market presence in 2026 by launching new initiatives and forging strategic partnerships. These efforts include participating in major trade exhibitions, creating innovative travel products, and working closely with European travel agencies to boost Macau’s appeal. This targeted approach is aimed at diversifying the city’s visitor base and driving growth in European tourism, especially as Macau works to recover from the slower-than-expected return of international travelers.

Macau has been named the “Preferred International Destination” for 2026 by the Portuguese Association of Travel and Tourism Agencies (APAVT), a recognition that MGTO sees as an opportunity to strengthen its collaboration with the organization in the coming year. The MGTO plans to attend two major tourism exhibitions in Europe in 2026 as part of this initiative. This move is designed to improve Macau’s presence among European travel professionals and increase the city’s appeal to travelers from this region.

One of the key goals for MGTO in the European market is to develop more innovative and diverse travel products, helping Macau stand out in the competitive tourism landscape. To this end, MGTO is currently in discussions with one of Portugal’s largest travel agencies to explore potential partnerships aimed at creating new tourism offerings that could attract European visitors. These collaborations are expected to bring fresh experiences to travelers, allowing them to explore Macau in new and exciting ways.

Alongside these efforts, MGTO is focusing on expanding its online training programs for travel agents. In 2026, new modules will be available in English and Spanish, offering travel professionals from across Europe a chance to learn more about Macau’s tourism appeal. This will be in addition to the Portuguese-language modules already available, which have been provided for travel agents in Portugal since last year. By offering these educational resources, MGTO hopes to increase the awareness of Macau as a top-tier travel destination among European agents and their clients.

Despite the overall rebound in tourism, international arrivals to Macau are recovering at a slower pace compared to domestic tourism. The city welcomed 33.14 million visitors in the first ten months of 2025, marking a 14.1 percent increase compared to the previous year. If the trend continues, Macau is set to surpass its pre-pandemic record of 39.4 million visitors from 2019. However, the share of international tourists remains relatively low, accounting for only 6.5 percent of the total visitors, which amounts to 2.15 million people. The number of European visitors is particularly low, with just 185,997 arrivals from the region, representing a mere 0.56 percent of the total number of visitors.

In terms of geographical distribution, visitation from Portugal has been particularly limited, with just 10,337 visitors recorded in the same period. Nonetheless, European tourism to Macau has made progress, with visitation from the continent recovering to over 80 percent of pre-pandemic levels by October 2025. This indicates that there is potential for growth, especially as MGTO intensifies its efforts to market Macau as an attractive travel destination for European tourists.

While the European market has been slower to recover, Macau has seen stronger growth in other regions. Southeast Asia, in particular, has experienced a remarkable rebound. Arrivals from countries like Indonesia, Thailand, and the Philippines have already exceeded pre-Covid volumes, demonstrating the region’s growing interest in Macau. The Northeast Asian market is also showing encouraging signs of recovery, with visitors from South Korea reaching over 60 percent of the numbers seen in 2019.

Looking to the future, the Macau government’s 2026 Policy Address highlights a strategy focused on further promoting the city in Northeast Asia, Southeast Asia, and Portuguese-speaking countries. In addition, there will be a concerted effort to attract Muslim travelers, a growing demographic in the global tourism industry. To support these initiatives, MGTO plans to open two new overseas offices for economic, trade, tourism, and cultural affairs next year. One office will be based in Kuala Lumpur, Malaysia, while the other will be established in either Japan or South Korea, expanding Macau’s reach and strengthening its ties to these important regional markets.

Through these efforts, MGTO hopes to boost international tourism to Macau and help the city regain its position as a premier destination for global travelers. By diversifying its tourism products, enhancing partnerships, and investing in promotional activities, Macau aims to overcome the challenges of a slower recovery and create new opportunities for European and international tourists.