Macao's cultural heritage can drive sustainable tourism

The 13th APEC Tourism Ministerial Meeting in late June was the first time in 12 years that the event had been held in China's Macao Special Administrative Region (MSAR).

The Asia-Pacific Economic Cooperation meeting was testament to central government's strong support for Macao's development and put the tourism-reliant economy's development model under the global spotlight.

Having lived in Macao for over four decades as an international affairs observer, I firmly believe the core secret of Macao's thriving tourism sector lies in the dual role of its cultural heritage as both a core attraction and shaper of urban identity.

As the "object" of tourism, Macao's cultural heritage forms its core appeal for visitors. These assets include tangible sites ranging from the UNESCO World Heritage-listed Historic Centre of Macao, A-Ma Statue, Maritime Museum and The Venetian Macao, to intangible cultural gems such as the Catholic Procession of Our Lady of Fátima, Taoist Na Tcha Float Parade, and one-of-a-kind Macanese cuisine. All are preserved in their authentic form, delivering the immersive cultural experience visitors seek.

As the "subject" of tourism, meanwhile, cultural heritage has actively shaped Macao's identity and development trajectory over centuries. As far back as the 18th and 19th centuries, European traders decamped from Guangzhou (known in the West as Canton) to Macao in their off-season, turning the city into a multicultural seaside retreat and embedding tourism into its DNA.

This trajectory continued when Macao was designated a "tourism zone" in 1961, and gained critical momentum in 2002 when the Central People's Government rolled out the forward-looking positioning of Macao as a "World Centre of Tourism and Leisure", allowing for its consequent high-quality growth under the "one country, two systems" framework.

Today, tourism contributes roughly 70% of Macao's GDP, ranking it among the world's 10 most visited cities, with integrated resorts and cultural heritage widely recognized as its dual core drivers.

Recent official figures highlight this strong momentum: in the first five months of 2026, Macao welcomed 18.1 million visitors, up 11.1% year-on-year, with 62% being day-trippers. In May alone, this tiny city of 33.4 square kilometers saw an average of 112,515 daily arrivals — equal to 16.6% of the local population — and its 147 hotels (including 44 budget accommodation options) welcomed 6 million guests during the first five months.

Notably, visitors from China's mainland now make up 70% of total arrivals, a stark contrast to the 1980s when most visitors came from Hong Kong and Japan, a clear testament to how Macao has benefited from the mainland's economic growth.

The June APEC meeting, themed "Digital Innovation, Collaborative Empowerment: Leveraging Tourism for an Asia-Pacific Community", has opened new doors for Macao's next phase of growth.

In his speech at the opening ceremony of the meeting, Minister of Culture and Tourism Sun Yeli underlined the critical role of artificial intelligence in driving tourism and socio-economic development, pointing the way for the city's digital transformation.

As Macao navigates its transition to appropriate economic diversification, deeper integration into the 11-city Greater Bay Area and accelerated cooperation with Hengqin, it should prioritize two key areas.

The first is the rolling out of integrated multi-destination itineraries covering Macao, Hong Kong and mainland GBA powerhouses like Guangzhou, Zhuhai, and the futuristic metropolis of Shenzhen, to attract more international visitors. The second is the renewal of its old quarters, drawing on the successful urban revitalization experiences of GBA peers like Guangzhou, Shenzhen and Zhongshan to unlock more heritage value.

"Of all the ports of entry to Canton, the most flourishing is that of Macao," Macao Chief Executive Sam Hou-fai said, quoting from a classic Chinese poem, during a speech at the APEC meeting.

Sam Hou-fai noted that the city has served as a core hub for East-West commercial and cultural exchange for centuries — a role it is well positioned to carry into the future, with the return of the APEC meeting carrying profound significance for its global profile.

Macao's experience proves that cultural heritage, both as the object and subject of tourism, must be meticulously curated so that locals and visitors alike can continue to reap its rewards. Only then can Macao truly fulfil its potential and solidify its status as a fully-fledged World Centre of Tourism and Leisure.

The author is an observer of international affairs.

The views do not necessarily reflect those of China Daily.

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