Macao Tourism Industry Development Master Plan
Macao Tourism IndustryDevelopment Master PlanConsultation PaperConsultation Period23 May to 22 July 2016
TABLE OF CONTENTS1.Planning BackgroundPlanning BackgroundPositioning Macao as the World Centre of Tourism and LeisureTourism Industry and Macao SAR’s Five-Year Development PlanOverall Goals of the Master PlanFramework of Macao Tourism Industry Master Plan6789102.Baseline Analysis and ChallengesCity CompetitivenessTourism Resources and ProductsTourism Source Markets and Target SegmentsTourism Branding and City PositioningInnovative Technology and Smart TourismTourism Quality and ServiceRegional Tourism CooperationCity DevelopmentTransportation and Accessibility1415171819202122233.Guiding Principles for the Macao Tourism Industry Master PlanComprehensive Industry of Leisure TourismQuality TourismCultural Tourism2626264.Goals and StrategiesGoal 1 and StrategiesGoal 2 and StrategiesGoal 3 and StrategiesGoal 4 and Strategies303234365.Scenario Forecast and Evaluation406.Consultation Information447.Public Consultation Comment Form48
1. Planning Background
1. Planning BackgroundPLANNING BACKGROUNDOver the years, Macao has been a trading port and gateway between China and Europe. The tourism industryhas been developed for over a century, which becomes the pillar industry of Macao today. The unique blend ofPortuguese and Chinese culture has drawn visitors and business people from all over the world. With the opening upof travel trade, improvements in infrastructure and steady economic growth, the tourism industry in Macao has beengrowing exponentially.With continuous growth of visitors from different parts of the world, the tourism industry of Macao has lots ofdevelopment potential. However, the city faces constraints in limited land, human resources and other areas. Tosupport the Macao SAR’s vision to become the “World Centre of Tourism and Leisure”, Macao Government TourismOffice initiated the Macao Tourism Industry Master Plan Project in 2015. The objective is to carry out a comprehensivestudy and to provide a guideline for the development of Macao’s tourism industry for the next 15 years. This masterplan will cover many aspects, including studies on tourism products, source markets, service quality and other areas.As a critical component of this project, the public consultation is a major milestone which aims to collect opinionsand suggestions from all sectors of society and help shape the city’s sustainable tourism development in the future.Phase 1Phase 2 Information collection and developmentof Master Plan draft Development of Detailed Master Plan andLaunch of Public Consultations Completion of Final Master PlanPhase 36Macao Tourism Industry Development Master Plan - Consultation Paper
POSITIONING MACAO AS THE WORLD CENTRE OF TOURISM AND LEISUREIn 2011, the 12th Five Year Plan for National Economic and Social Development has announced the CentralGovernment’s support for positioning Macao in becoming the “World Centre of Tourism and Leisure”. In 2016, the13th Five Year Plan has further reassured this positioning. As the bridge between the East and West for mutualunderstanding and cultural exchanges, Macao has developed into a world famous tourist destination. Macao’spositioning as the World Centre of Tourism and Leisure is in line with the trends of our time and the SAR’s strategyof economic diversification. The vision in the tourism area is to elevate the city to the next level as a world-knowntourism destination with impressive tourism products and rich leisure experiences.MacaoWorld Centre of Tourism and tMacao Tourism Industry Development Master Plan - Consultation Paper7
1. Planning BackgroundTOURISM INDUSTRY AND MACAO SAR’S FIVE-YEAR DEVELOPMENT PLANIn order to achieve the goal of transforming Macao into the “World Centre of Tourism and Leisure”, the Macao SARGovernment has set up the “The Committee for Development of the World Centre for Tourism and Leisure ” chaired bythe Chief Executive. The Government has also drafted the “Five-Year Development Plan” (2016-2020) for the MacaoSpecial Administrative Region (“the Five-Year Plan”) with the goal to stabilize the economic growth, expedite the city’stransformation into the World Centre of Tourism and Leisure, and improve the livelihood of local residents.Following the above development goals, Macao will strive to become a world class tourism city that is livable, convenient,fun, enjoyable, a city with opportunities. In the future, Macao will be developed into a city enjoying international standardsof living, work, transportation, tourism and entertainment.Under the guidance of the Five-Year Plan, the Macao Tourism Industry Master Plan will formulate goals and strategiesin line with the SAR government’s development vision. In addition to analysis of the current situation of Macao’s tourism,the Master Plan will also propose short, medium, and long term strategies for the tourism product system, sourcemarkets, tourism branding and positioning, as well as tourism and urban development. These strategies will also echothe development goals in the Five-Year Plan, including to foster the development of Macao as a city for leisure tourism,enhance the overall development of the tourism industry, and promote new development of cultural tourism.Seven Goals of the Macao SAR’s Five-Year Development PlanSteady development of the overall economyFurther optimization of the economic structureGradual establishment of Macao as a city for leisure tourismContinual improvement of the residents’ quality of lifeContinuous development of culture and educationMeasurable achievement in environmental protectionFurther strengthening of the Government’s administrative efficiency and the Rule of Law8Macao Tourism Industry Development Master Plan - Consultation Paper
OVERALL GOALS OF THE MASTER PLANGuided by Macao’s positioning as the “World Centre of Tourism and Leisure” and based on analyses of the currentsituation, the Macao Tourism Industry Master Plan put forward four overall goals, each supported by short, medium andlong term measures.1. Manage Sustainable Future GrowthThe rapid growth of tourism has generated opportunitiesand economic benefits for Macao, but has significantlystrained the city’s resources and impacted the quality of life.Therefore, managing tourism growth in a sustainable way toimprove the livelihood of its residents is an important goalin developing Macao as the “World Centre of Tourism andLeisure”.2. Diversify Tourism ProductsWorld Class destinations have a diversity of tourism products,accommodation options, cultural facilities, retail shops,and various events. Macao needs to offer a diversified andattractive tourism product mix and experience.3. Attract High Value Visitor MarketGrowing international and Asian visitor markets present greatopportunities for Macao in broadening source markets anddiversifying products, including attracting MICE business,conferences, events and other high value visitors. Fosteringthe development of Smart Tourism to enhance visitors’convenience.4. Improve Tourism Service QualityIndustry professionals and skilled service providers arecritically important for the successful development of Macao’stourism sector. Macao needs to continuously raise servicequality and efficiency, and enhance tourist convenience tomake itself a world-class tourist destination.Macao Tourism Industry Development Master Plan - Consultation Paper9
1. Planning BackgroundFRAMEWORK OF MACAO TOURISM INDUSTRY MASTER PLANBased on detailed analysis of the current situation, in light of Macao’s vision as the “World Centre of Tourismand Leisure”, and guided by the targets of the Five-Year Plan, the Master Plan upholds the guiding principles of“comprehensive industry of leisure tourism”, “quality tourism” and “cultural tourism”. The plan proposes 14 strategies,supported by short, medium, and long term measures. These strategies and measures are the pathways to realizethe 4 overall goals of the Master Plan, as well as the vision to achieve Macao as the “World Centre of Tourism andLeisure”.CityCompetitivenessTourism Resourcesand ProductsRegional TourismCooperationTourism Source Marketsand Target SegmentsInnovative Technologyand Smart TourismTourism Quality andServiceTransportation andAccessibilityCityDevelopmentTourism Brandingand City PositioningSituational AnalysisSituational AnalysissmurioTreusGuiding PrinciplesofLeiuTorismElevatingTourism ServiceQuality to Alignwith InternationalStandardsQua litueSheagM an h of ttwG royImproveEnvironmentalStandards of theTourism IndustryCu l t u rsManageTourismDevelopment andIncrease OverallCapacity toReceive Visitorsal TourismMacao Tourism Industry Development Master Plan - Consultation PaperEncourageResidentEngagement andInvolvement in theDevelopmentof the TourismIndustryOverall Goals of theMaster PlanVisionShort Term MeasureMedium TermMeasureLong Term MeasureDevelopingSmart TourismThrough InnovativeTechnologytainTo able Furiu t u resmInu str yDiversityTouriIndustryo veComprehensiveWorld Centreof Tourismand LeisureJointlyDevelopingStrategic TourismProducts withNearby CitiesrismTouAttractHVisiitorI mprMaintainingContinual SkillsTrainingsmtsducProlueVaghtrkeMaCreatingNew WaterfrontAreastyaliQuContinuing theDevelopment ofHigh-PotentialTarget SegmentsIntroducingMarine TourismProductsEstablishingan IntegratedTourism QualitySystem10StrategyDevelopingMacao into aMulti-DayDestinationDevelopingIconic TourismProductsRegionalSeamlessTransportation
Macao Tourism Industry Development Master Plan - Consultation Paper11
2. Baseline Analysis AndChallenges
2. Baseline Analysis And ChallengesCITY COMPETITIVENESSCurrent StatusChallengesMacao is a popular tourism destination, with a total visitorarrivals over 30.7 million in 2015, and is among the toplisted cities in terms of visitation. Using international visitorarrivals as a benchmarking indicator, Macao ranked 6thout of the top 100 cities worldwide in 2014. However, withthe aim to further prolong visitors’ length of stay, Macaoneeds to learn from other world famous tourism cities,especially in the area of tourism product diversification. Compared with other world famous tourism cities,the average length of stay for international visitors toMacao is relatively short. Macao should draw lessons from successfulexperiences of other world-class tourism destinationsin the areas of transport accessibility and productdiversification, and make continuous improvements.Competitive Analysis of Worldwide Tourism Destinations, 2014CityRanking ofInternationalVisitors ArrivalsNo. thof StayMacao614.97 m5.50 m1.9 daysHong Kong127.70 m63.30 m3.3 daysSingapore317.10 m54.10 m3.7 daysLondon217.40 m73.40 m4.6 nightsParis514.98 m14.10 m2.7 nights226.30 m42.90 m4.2 daysLas VegasMacaoTourism (C)Scale ofFacilities(D)*No. of International Visitors excluding same day visitors and domestic visitorsHong KongSingaporeLondonParisLas BEDCBEDMacao Tourism Industry Development Master Plan - Consultation PaperCBEDCEBDC
TOURISM RESOURCES AND PRODUCTSCurrent StatusChallengesMacao possesses UNESCO world cultural heritage,both tangible and intangible. Starting from the end of2015, Macao SAR habitual sea area was confirmed tobe 85km², which provides a foundation for developingmarine tourism products. Macao holds a leading position in the globalgaming market, in which Macao’s gaming revenuecontributed 34% to the world’s total gamingrevenue in 2015. However, there is still ample roomfor the utilization and development of other tourismproducts and resources. By the end of 2015, the total number of hotel roomsregistered at 33,047, in which over 60% are five-starhotels. As a result, Macao is facing an imbalancedhospitality offering. Given the administered sea area of Macao, thecurrently available waterfront spaces should beleveraged to develop dynamic and attractive wateractivities. The number of family-oriented entertainmentfacilities is rising, however additional marketingcampaigns are still needed.Percentage of Rooms AvailableAccording to Hotel Classification2-star Hotel2.6%3-star Hotel8.2%Guest House2.0%4-star Hotel23.8%5-star Hotel63.4%yMacao Tourism Industry Development Master Plan - Consultation Paper15
2. Baseline Analysis And ChallengesTOURISM RESOURCES AND PRODUCTSCurrent StatusChallengesThe tourism products provided by Macao mainly includeculture, MICE, gaming, shopping, and festivities. Amongthese, World Cultural Heritage and integrated resorts arethe most popular attractions. In the meantime, Macao isundergoing a process to broaden its selection of tourismproducts. According to ICCA statistics, Macao is lagging farbehind other conference cities in Asia in terms ofboth conference numbers and attendance. Macao has a lack of diversified shopping centers.According to the Index of Global Shoppers in AsiaPacific, Macao is not included in the world’s top 10cities in terms of shopping environment. At present, the festivals and events hosted inMacao include “Macao Grand Prix” and “Paradethrough Macao, Latin City”, etc. Although theseevents have all become representative internationalactivities, their worldwide popularity needs to beaugmented. In the future, more favorable conditionsshould be provided to facilitate the hosting of moreinternational mega competitions and events.Asian Cities Worldwide Rankings by No. of Participants, 2014CityMacao16Meetings23DelegatesRanking ofDelegates,WorldwideLess than25,000 42Total No. of Meetings in Macao k7327,48334Macao Tourism Industry Development Master Plan - Consultation Paper8Rank34Rank20Rank362010201120122013No. of MeetingsRank59Rank202014
TOURISM SOURCE MARKETS AND TARGET SEGMENTSCurrent StatusChallengesOver 90% of visitors are from Greater China, in which66.5% are from Mainland China. Conversely, around 9%of visitors are from other countries. Tourism source markets are over concentrated inGreater China (Mainland China, Hong Kong, andTaiwan). Conversely, the number of visitors fromEurope, North America, and other long haul marketshave been declining in recent years. Tourism is vulnerable to many external factors,such as varying economic cycles, attractivenessof competitive destinations, currency fluctuations;which in turn affects outbound visitation. Thereforecontingent adjustments specific to marketpromotion must be rolled out to cope with theseissues. The tourism industry in Macao should co-developwith other industries and carve out a unique set oftarget segments. Support and co-operation amongall sectors of society will foster a more diversifiedtourism landscape.According to statistics retrieved from 2008 to 2015,countries such as India, South Korea, and MainlandChina have the greatest potential to contribute a risingnumber of visitors to Macao. With the changing externalenvironment, adjustments had also taken place in tourismsource markets in the recent years.Macao Visitor Arrivals by Source Market 2015Japan 0.9%Philippines 0.9%15.0%South Korea 1.8%Taiwan 3.2%Hong Kong 21.3%10.0%Mainland China 66.5%Average Annual Growth Rate of MacaoVisitor Arrivals by Source Market2008 - 2015HIGHGROWTHSTEADYDECLINING MARKET5.0%0.0%Mainland esia-0.5%India-0.5%U.S.A-0.6%Others-1.7%Hong Kong-21.3%South .6%Russia-0.1%UK-0.2%-5.0%-10.0%Macao Tourism Industry Development Master Plan - Consultation Paper17
2. Baseline Analysis And ChallengesTOURISM BRANDING AND CITY POSITIONINGCurrent StatusChallengesGaming entertainment is the main Branding Image ofMacao’s tourism in the eyes of many source markets.However, there are many other potential brand qualitieswhich already exist in Macao, including the culturalcontrast of East and West, old and new, heritage andmodern distinctive elements. The key for Macao is tomerge its streets, cultural dynamics, and rich history,together with the “World Center of Tourism and Leisure”vision, and utilize its unique blend of Chinese andPortuguese cultures to form a strong brand value. Support from local residents is essential to Macao’stourism branding and positioning. According to theresident survey, over 70% of residents showedtheir knowledge of Macao’s positioning as the“World Center of Tourism and Leisure”. Whilst76% and 56% of residents showed their support,and are proud of the branding, respectively. Brand-building of a city is vital to determine its visitortypes. The city image of Macao is strong on gamingand entertainment, followed by its distinctive ChinesePortuguese cultures and world heritage. However,Macao has the potential to exhibit an impressiveimage by reconciling its resort facilities, MICE, arts,and festival events all into one integrated brand. Currently, gaming has exerted too much influence onthe tourism branding of Macao. Promotions related tonon-gaming tourism products should be strengthenedin the future.Residents’ Perceptions ofMacao’s Tourism PositioningResidents' Supportiveness forRe-positioning of Macao’s ityNot PrideMacao Tourism Industry Development Master Plan - Consultation PaperSupportNeutralityNon-support
INNOVATIVE TECHNOLOGY AND SMART TOURISMCurrent StatusChallengesTechnology develops on a daily basis, and alters people’sway of life. Visitors have access to abundant informationabout a destination and can make reservations onlinebefore a trip. They can also customize travel routes usingGPS functions on a mobile device during a trip, and theycan share their travel experiences on social media aftera trip. In order to promote Macao as a world-class tourismdestination, Wi-Fi Go is now available in over 200spots in the city. However, the quality of this offeringstill needs further improvement. Online bookings and cashless transactions arenot yet in practice compared with other worldfamous destinations, and there is ample room fordevelopment. Currently, travel information of Macao can beobtained through many websites and mobile apps. Asuccessful destination should provide one integratedplatform to enhance the overall travel experience forvisitors. Most of the world’s famous tourism destinationsare harnessing “smart tourism” to promote theirbrands and images. At present, many technologiesare available to be applied to the management andmarketing of the tourism industry, and this is projectedto have a significant impact on future development ofthe industry.Currently, the MGTO website is available in 15 languagesto cater the needs of different tourism source markets.Three related mobile apps are also available to downloadfor easier access to information. Additionally, governmentbodies and other tourism entities in Macao provide theirown apps to facilitate quick and convenient informationsearching for visitors.The number of tourism facility and street signage relatedmultimedia applications have begun to increase.Tourism Related MobileApps of Macao Government Tourism Office旅遊局相關手機應用程式What’s On, MacaoStep Out, MacaoExperience 旅遊相關的手機應用程式Mobile Appsprovided by other insitutions of Macao澳門文化局MacaoCultural and澳門文創地圖Creative ationalAirport MobileFlight InformationDisplay ��航班澳門會展網Macao ormation交通資訊站Macao Tourism Industry Development Master Plan - Consultation Paper19
2. Baseline Analysis And ChallengesTOURISM QUALITY AND SERVICECurrent StatusChallengesVisitor’s quest for travel experience and quality hasbecome a trend. Visitors are becoming increasinglyexperienced and quality savvy, not only demanding forreasonable pricing. Quality tourism is key to underpinn
14 Macao Tourism Industry Development Master Plan onsultation Paper 2. Baseline Analysis And Challenges Macao is a popular tourism destination, with a total visitor arrivals over 30.7 million in 2015, and is among the top-listed cities in terms of visitation. Using international visitor arrivals as a
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