Macao Shines at FITUR 2026: A Strategic Push to Strengthen European Tourism Ties

The 2026 FITUR trade fair, one of the largest international tourism events, took place from January 21 to 25 in Madrid, Spain. Macao Government Tourism Office (MGTO) made a notable return, marking its debut collaboration with China’s Pavilion for a dynamic destination presentation. This move highlights MGTO’s commitment to increasing Macao’s visibility in Europe and other long-haul international markets in the year ahead. MGTO’s initiative is part of a broader strategy to harness Europe’s potential as a growth market for Macao’s tourism offerings.

Deputy Director of MGTO, Cheng Wai Tong, led the delegation at FITUR alongside representatives from Macao’s travel trade and integrated resort enterprises. Together, they presented Macao’s unique tourism blend of cultural fusion, which appeals to both European industry professionals and the general public. The fair presented an invaluable networking opportunity, where Macao’s tourism delegates were able to deepen connections with their European counterparts. This exchange helped widen the potential reach of Macao’s tourism offerings to overseas markets, strengthening ties that will pave the way for future collaborations.

The Macao Pavilion was a major attraction at the fair, showcasing the region’s colorful offerings under the theme of “tourism +.” This concept integrates a rich mix of cultural experiences and leisure tourism. The Pavilion featured a diverse range of activities, including demonstrations of Macanese culinary specialties, workshops on traditional crafts like Portuguese tile painting, Tai Chi, and Wing Chun, and performances of Portuguese Folk Dance. These elements reflected Macao’s unique heritage, blending East and West, and offered European visitors a taste of what the destination has to offer. These hands-on experiences not only captivated visitors but also served as a platform to promote Macao’s intangible cultural heritage, which will likely encourage deeper engagement from the European travel trade for future itineraries and multi-destination tourism products.

During the fair, prominent dignitaries, including the Chinese Ambassador to Spain and Andorra, Yao Jing, and Minister-Counsellor of the Chinese Embassy in Spain, He Yong, visited the Macao Pavilion. Their attendance underscored the significance of Macao’s growing importance as a tourism destination and helped forge stronger diplomatic and cultural ties with Europe.

On January 22, MGTO held a destination presentation session at the Pavilion, further showcasing Macao’s tourism potential. Cheng Wai Tong, alongside senior representatives from Portugal’s travel agencies, Spanish travel agent associations, and European travel operators, provided insights into Macao’s latest developments. The session highlighted Macao’s travel stimulation programs, which are designed to entice European visitors through appealing and culturally immersive experiences. The event also featured participating partners such as Air China, Air Macau, and MGM, offering a deeper look into their respective services, which further solidified the destination’s comprehensive appeal.

Additionally, MGTO’s partnership with China’s Pavilion allowed for a special tourism presentation on January 23, which included an activity focused on sharing Macanese delicacies with European audiences. The presentation attracted attention from many travel professionals, broadening the reach of Macao’s tourism offerings within the European market. The collaboration with China’s Pavilion helped highlight Macao’s position as a prime gateway between Europe and China, offering a seamless connection for European travelers interested in exploring both destinations.

MGTO has also taken strategic steps to enhance its promotional efforts for the European market. In collaboration with the Portuguese Association of Travel and Tourism Agencies (APAVT), MGTO launched an online training program aimed at familiarizing European tourism professionals with Macao’s “tourism +” concept. The initiative, which began in 2025, will continue in 2026, expanding its scope to include participants from Germany, Finland, and the Netherlands. This online training program serves as an excellent tool for educating the travel trade about Macao’s diverse offerings, ensuring that European tourism professionals are well-equipped to design customized packages for prospective travelers.

Alongside these efforts, MGTO has partnered with Ávoris, a leading travel business in Spain and Portugal, to promote multi-destination tourism products. These new offerings combine travel to both Macao and mainland China, encouraging visitors to extend their stay in Macao and boosting the local economy through increased tourist expenditure. The partnership will run through to April 2026, and it marks a significant step in MGTO’s ongoing efforts to build a more sustainable and lucrative relationship with European markets.

Visitor arrivals from Europe, particularly Spain and Portugal, saw significant growth in 2025, with Macao recording a double-digit increase in tourism from these countries compared to the previous year. This upward trend has been a key focus for MGTO, which continues to prioritize Europe as an important market for future growth. Macao’s designation as the “Preferred Destination 2026” by APAVT, an accolade the region has received multiple times, further reflects the positive reception from European tourism trade organizations.

Looking ahead, MGTO will continue its promotional activities across Europe, attending key events like the Lisbon Travel Market in February, ITB Berlin in March, and organizing promotional events in London. These efforts form part of MGTO’s strategy to further solidify Macao’s presence in Europe and expand its influence in the global tourism market. Through these ongoing initiatives, MGTO remains dedicated to strengthening Macao’s position as a leading destination for travelers seeking rich cultural experiences and memorable leisure activities in Asia.

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