Macau’s Visitor Increase Is Impressive But Why Are Tourists Spending Less? Here’s What You Need to Know About the Paradox

Published on September 20, 2025

In Macau, a major target for 2025 is to welcome 40 million visitors. With the growing number of tourists, the city seems on track to reach this goal. However, despite the increase in visitors, the expected economic returns are not materializing. This paradox has raised concerns, as more tourists are visiting Macau, but their spending has significantly declined. Experts argue that in response, the city needs to adjust its strategies. The focus should be on attracting more international tourists, encouraging longer stays, and offering high-value, unique experiences. These adjustments will be crucial in ensuring that the growth in tourist numbers is reflected in the city’s economy, helping Macau maintain sustainable growth for the future.

A Surge in Visitor Numbers, Yet Economic Growth Remains Elusive

In Macau, tourism is on the rise. With the city set to break its own records, expectations point towards 40 million visitors by 2025. By the mid-year mark of 2025, the city had already received 22.68 million tourists, marking a significant 14.9% increase compared to the same period in 2024. This positive momentum is expected to continue, meaning that Macau is on track to surpass its 2019 tourism record of 39.41 million visitors.

Despite these impressive numbers, Macau is facing an economic paradox. While visitor arrivals are increasing, the amount of money tourists are spending has been steadily decreasing. This trend has raised concerns about the future sustainability of Macau’s tourism industry. The growing number of visitors has not resulted in a proportional economic boost, signaling that just having more tourists isn’t enough to ensure the city’s long-term prosperity. This discrepancy between visitor growth and spending highlights a critical issue that needs to be addressed.

The Spending Dilemma: More Tourists, Less Spending

Although visitor numbers continue to rise, the amount spent by each tourist has been steadily declining. For instance, in the first half of 2025, non-gaming spending increased by only 2%, and the average amount spent per tourist dropped by 12.3% in the second quarter. Experts believe several factors are contributing to this shift:

1. Economic Instability: The global and domestic economic environment has led many visitors, particularly those from Mainland China, to spend more cautiously.
2. Changing Demographics: Family travel, especially by those with children or elderly members, has increased. These groups tend to spend less than other types of tourists.
3. Increase in Day-Trippers: A growing number of tourists are visiting Macau for just one day, taking advantage of more flexible visa policies. Day-trippers usually spend much less than overnight visitors.

By 2025, same-day visitors made up 58% of all tourist arrivals. This marked a significant shift in the type of visitors to Macau, with day-trippers now surpassing overnight visitors. In 2025 alone, the number of day-trippers surged by 25.5%, reaching 13.16 million visitors. Meanwhile, overnight stays only grew by 2.8%. This trend further compounded the issue, as day-trippers tend to have lower spending habits, putting businesses that rely on longer stays and higher spending at a disadvantage.

Challenges for Local Businesses: The Impact of Shifting Tourism Trends

The surge in tourists has not translated into the anticipated financial windfall for Macau’s local businesses. Many small and medium-sized enterprises (SMEs) reported a noticeable decline in sales, with turnover dropping by 10-20% during the peak months. Experts have noted that this decline is not limited to areas primarily visited by tourists, but it is also affecting residential areas.

Despite these challenges, some businesses have managed to adapt by adjusting their offerings. The key to success for these businesses has been experiential tourism—offering tourists more engaging, immersive activities rather than simply selling goods. Younger visitors, in particular, are increasingly seeking experiences that are unique and memorable, rather than just purchasing typical souvenirs. Businesses that have responded to this trend—offering activities such as cultural experiences, personalized services, and immersive events—have been able to maintain strong sales even in tough times.

International Tourism: A Key Focus for Future Success

To overcome these challenges, experts believe that Macau should prioritize attracting more international visitors. International tourists are known to stay longer and, consequently, spend more money compared to day-trippers. Although global tourism has largely rebounded after the pandemic, Macau has not seen the same level of recovery for international visitors. By mid-2025, the city had only welcomed 1.52 million international tourists, still 22.8% below pre-pandemic levels.

Macau needs to shift its approach and refocus on attracting international tourists. Understanding the unique travel patterns, economic conditions, and preferences of international travelers, especially those from neighboring regions like Hong Kong and Southeast Asia, could help Macau expand its international tourism market. While other regions have seen rapid recoveries in their tourism industries, Macau has not yet fully capitalized on these opportunities.

Infrastructure Challenges: Overwhelmed Systems

The rapid growth in visitors is placing immense pressure on Macau’s infrastructure, particularly in transportation. The public bus system is regularly overcrowded, and taxis are in short supply. This is causing inconvenience for both locals and tourists, exacerbating the city’s already strained resources. Additionally, Macau’s Light Rapid Transit (LRT) system has been struggling to handle the demand during peak seasons, highlighting the challenges Macau faces as it strives to keep pace with the growing number of visitors.

To address these issues, the government has taken steps to improve Macau’s infrastructure, focusing particularly on border facilities to streamline the movement of visitors. There is also potential in Hengqin, a nearby area, which could help alleviate some of the pressure on Macau’s accommodation sector. These improvements are crucial in ensuring that Macau can continue to manage the influx of tourists without overwhelming its infrastructure.

Looking Ahead: Turning Tourism Growth into Economic Prosperity

As Macau continues to experience growth in visitor numbers, it must rethink its tourism strategy to ensure that this increase translates into long-term economic benefits. Experts argue that Macau must diversify its tourism offerings to stay competitive and sustainable. Instead of relying solely on traditional tourism activities, Macau needs to focus on creating high-value, personalized experiences that appeal to both international and domestic tourists.

A significant shift towards experiential tourism—which focuses on creating unique and meaningful experiences—could play a crucial role in encouraging visitors to spend more money. As younger tourists increasingly prioritize experiential activities over material purchases, businesses that can provide such experiences will likely see greater financial success. By adjusting to these evolving preferences, Macau can ensure that the influx of visitors leads to more substantial economic returns.

Additionally, Macau must remain flexible and responsive to the changing global tourism trends. By understanding the shifting demands of international travelers, Macau can tailor its tourism offerings to meet these needs. Focusing on innovation and offering new, exciting experiences will help Macau remain a leading destination for tourists who are seeking more than just a typical sightseeing trip.

The Path Forward for Macau’s Tourism Sector

As Macau aims to meet its goal of attracting 40 million visitors by 2025, the city faces several significant challenges. Despite the increase in tourists, there is a concerning decline in visitor spending, and Macau’s infrastructure is being stretched to its limits. To make the most of this tourism boom, Macau must rethink its strategy.

The city’s focus should shift towards attracting more international visitors, enhancing infrastructure, and offering more exclusive and high-value experiences that cater to the evolving preferences of modern tourists. By diversifying its tourism offerings, Macau can ensure that its tourism sector remains a key driver of economic growth in the long term. Through innovation, infrastructure improvements, and a commitment to experiential tourism, Macau has the opportunity to turn current challenges into lasting opportunities, ensuring a sustainable and prosperous future for its tourism industry.