Macao Expands European Tourism Drive with New Spain and Portugal Campaigns

Written By: Pappu Mazumder

Pappu Mazumder

I bring a journalist’s perspective to the travel and tourism industry, contributing to Travel and Tour World through engaging storytelling, industry insights, and creative ideas. I focus on exploring emerging trends, highlighting key developments, and sharing meaningful stories that connect the global travel community while inspiring curiosity, innovation, and discovery.

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August 14, 2026 11:31 PM

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Macao is refining its strategy for its international tourist market on Spain and Portugal. This has been done by implementing advertisements and partnerships designed to diversify marketing strategies while showcasing Macao’s food, history, and arts. They wish to draw more Europeans to experience Macao’s culture and entertainment.

The Macao Government Tourism Office (MGTO) has launched multiple programmes designed to increase destination awareness, encourage longer stays and support the development of new travel products tailored for European visitors. The campaign includes familiarisation trips for tourism professionals, digital promotions, content collaborations and participation in major international travel events.

A key achievement of the promotional drive came from Portugal, where Macao’s tourism video campaign received international recognition. The promotional film earned the Silver Award in the city promotion category at the US International Awards 2026, highlighting Macao’s ability to present itself as a destination where Eastern and Western cultures meet.

Spanish Tourism Industry Explores Macao Through Familiarisation Visit

As part of efforts to deepen cooperation with Spain’s travel industry, MGTO worked with Spanish online travel agency Destinia to organise a professional familiarisation trip to Macao from 22 to 25 July 2026.

The four-day programme introduced Spanish tourism representatives to Macao’s diverse tourism offerings, including historic landmarks, cultural attractions, local communities and contemporary visitor experiences. Participants explored the Historic Centre of Macao, a UNESCO World Heritage site, while also discovering new tourism facilities that reflect the city’s evolving identity.

The itinerary also highlighted Macao’s renowned culinary scene, allowing delegates to experience local signature dishes and understand the destination’s growing reputation as a Creative City of Gastronomy.

Beyond sightseeing, the visit created opportunities for business discussions between Spanish travel professionals and members of Macao’s tourism sector. The engagement helped strengthen industry relationships and encouraged future cooperation between both markets.

The Spanish delegates also connected with Macao tourism representatives involved in international trade activities, including those preparing for participation at FITUR 2027 in Spain. These exchanges are expected to support new partnerships and encourage greater promotion of Macao among Spanish travellers.

Developing Multi-Destination Travel Experiences for Spanish Visitors

MGTO is also focusing on creating more attractive and extended travel packages designed around the preferences of Spanish tourists. The organisation is encouraging travel companies to develop multi-destination itineraries that place Macao at the centre of a deeper cultural journey.

These travel products could combine a Macao experience with visits to major destinations such as Beijing, Shanghai or Hong Kong, creating broader China travel programmes that encourage visitors to spend more time in Macao.

The strategy reflects changing international travel trends, where travellers increasingly seek meaningful experiences rather than short visits. By positioning Macao as an essential stop within wider regional journeys, tourism authorities aim to increase visitor stays, boost spending and showcase the city’s cultural and lifestyle offerings.

MGTO is also preparing another important industry visit in October, inviting representatives from Spain’s travel sector, including travel agents and media professionals, to experience Macao’s attractions, leisure facilities and entertainment events.

The planned programme will include opportunities to witness the Macao International Fireworks Display Contest and meet local tourism businesses. The visit is expected to inspire Spanish operators to design new travel packages featuring Macao as a key destination.

Madrid Roadshow Continues to Generate International Interest

The impact of MGTO’s “Experience Macao Roadshow in Madrid” continues to expand following its launch earlier in 2026.

The event showcased Macao’s latest developments across tourism, culture, business, sports and trade, providing Spanish audiences with a wider understanding of the destination’s transformation.

As part of the campaign, five lucky winners received opportunities to visit Macao between July and December. Some travellers chose to bring family members and friends, creating additional opportunities for visitors to experience the city’s heritage attractions, gastronomy and creative tourism offerings.

The initiative helped extend the reach of Macao’s destination message by turning promotional activities into real visitor experiences. These journeys are expected to generate further awareness through personal storytelling and online sharing.

New Spain Marketing Campaigns Target Long-Term Growth

MGTO plans to continue expanding its promotional activities in Spain through a combination of digital marketing, media campaigns and influencer partnerships.

Future initiatives include releasing new promotional videos across international platforms, increasing visibility through press and social media channels and inviting Spanish travel content creators to experience Macao firsthand.

These collaborations aim to introduce Macao to wider audiences while highlighting the city’s cultural diversity, entertainment options and distinctive urban atmosphere.

MGTO will also participate in FITUR 2027, one of Europe’s leading tourism trade events, where it will further promote Macao as an appealing long-haul destination for Spanish travellers.

The continued presence at major international tourism exhibitions forms part of Macao’s broader strategy to strengthen relationships with overseas markets and attract more international visitors.

Portugal Campaign Highlights Macao’s Cultural Identity

Alongside its Spanish market activities, MGTO has continued building strong connections with Portuguese travellers through strategic partnerships and promotional campaigns.

The tourism office collaborated with Portuguese travel platform Abreu to launch an “Experience Macao” campaign running from August 2025 to February 2026.

The initiative introduced a range of travel products designed to encourage visits to Macao as part of wider Asian journeys. Packages included Hong Kong–Macao experiences, Korea–Hong Kong–Macao routes, Japan–Hong Kong–Macao itineraries and Chinese mainland–Hong Kong–Macao travel combinations.

The campaign promoted Macao through multiple channels, including television, radio, digital platforms and travel content creators. The combined marketing activities generated more than 30 million impressions, significantly increasing awareness among Portuguese audiences.

A major highlight of the campaign was the award-winning promotional video that showcased Macao’s distinctive cityscape and its role as a cultural meeting point between East and West.

The film’s success at the US International Awards 2026 demonstrated the strength of Macao’s destination branding and recognised the effectiveness of creative storytelling in tourism promotion.

European Visitor Growth Supports Macao’s International Tourism Strategy

Macao’s continued focus on European markets comes as visitor numbers from Spain, Portugal and wider Europe recorded double-digit growth during the first half of 2026 compared with the same period in the previous year.

The positive performance reflects increasing international interest in Macao and the effectiveness of targeted overseas marketing programmes.

Portugal’s travel industry has also recognised Macao’s growing appeal, with the Portuguese Association of Travel and Tourism Agencies naming Macao as its “Preferred Destination 2026”. The recognition marks another important achievement in strengthening Macao’s position among European travel professionals.

MGTO is continuing to build momentum through tourism trade participation, industry partnerships, destination promotions and familiarisation programmes.

Macao Positions Itself as a Global Cultural Connector

Through its campaigns in Spain and Portugal, Macao is reinforcing its role as a bridge connecting China with Portuguese- and Spanish-speaking markets worldwide.

The destination’s tourism strategy focuses on presenting Macao as more than a short-stay city break. Instead, it aims to showcase a complete visitor experience combining heritage, cuisine, entertainment, culture and modern attractions.

By expanding international partnerships and developing specialised travel products, Macao is working to attract a broader range of global travellers while strengthening its reputation as a dynamic and culturally rich destination.

The ongoing European marketing initiatives demonstrate Macao’s commitment to international tourism recovery and long-term growth, with Spain and Portugal remaining important markets in its global expansion plans.