First Review Study Report on Macao Tourism Industry Development Master Plan
Macau, Macao SAR, November 16, 2021 / TRAVELINDEX / Given the new environment, new policies, new directions as well as new trends of tourism industry development, and in parallel with the Macao Special Administrative Region Government’s vision to build a world centre of tourism and leisure, Macao Government Tourism Office (MGTO) commissioned a research institution at the end of 2020 to examine the implementation progress of the Macao Tourism Industry Development Master Plan (referred to as the “Master Plan”) in various areas in the past five years, and work out amendments, updates, reorganization and additions to the content so that the Master Plan will correspond with the transformations of the tourism landscape and fulfill what is in store for future tourism development in Macao.
The first review study report for the Master Plan was delivered today (12 November). Relevant tasks will be strenuously worked on to make progress in the six areas as follows: enriching the variety of tourism products and facilities, fostering quality tourism, optimizing precision marketing, pushing forward urban construction, capitalizing on smart technology, as well as expanding regional and international cooperation.
Scientific assessment of Macao’s tourism industry development over the past five years
In 2015, MGTO began formulating the Macao Tourism Industry Development Master Plan to lay the foundation and map out the direction for the future development of Macao’s tourism industry in the next 15 years (until 2030). The Master Plan was announced in 2017, proposing eight key objectives, 33 strategies, 29 planning proposals and 91 short-, medium- and long-term action plans, in line with the Macao SAR Government’s commitment to build Macao into a world centre of tourism and leisure. The Master Plan comes with an evaluation mechanism for making timely adjustments to various key objectives, planning proposals and action plans in line with the latest prospect of Macao’s tourism industry.
MGTO commissioned a research institution at the end of 2020 to commence a review of the Master Plan through different research methods, scientifically and systemically soliciting opinions on tourism development from different stakeholders including residents, visitors, members of the trade, organizations, pertinent governmental departments and so forth.
90% of short-term action plans accomplished in first five years
Four major aspects were reviewed as follows: 1) examine and analyze the current situation of Macao’s tourism development; 2) a retrospective overview of the implementation progress from 2016 – 2020; 3) deepening of five key issues: contribution of tourism to the economy, regional tourism cooperation; tourism carrying capacity, diversification of visitor source markets, and smart tourism led by science and technology; 4) addition/omission/adjustment to proposed action plans and key objectives.
On review of the progress over the last five years, 68 out of 69 short-term action plans proposed by the Master Plan were unfolded and implemented while one was not applicable. Targeted goals were accomplished for 62 short-term action plans, leading to an implementation rate of 90%. 22 medium- and long-term action plans have been progressing forward as scheduled.
Introduction of 16 new action plans after review
Towards the direction guided by the Country’s new policies and plans, Guangdong, Hong Kong and Macao are pushing forward with the implementation of the Outline Development Plan for the Guangdong-Hong Kong-Macao Greater Bay Area, while deepening regional cooperation in culture and tourism. Furthermore, the Guangdong-Macao Intensive Cooperation Zone in Hengqin is unfolding a new horizon for comprehensive cooperation between Zhuhai and Macao.
At the same time, the SAR Government has raised the concept of “tourism +” as a policy to promote extension of the tourism industry chain, which, coupled with the changes brought by the pandemic to the tourism environment and travel styles, has caused the internal and external landscape of Macao’s tourism industry to evolve.
Given the new tourism environment, policies, directions and trends, after going through the latest review, MGTO will keep the eight key objectives, 33 strategies and 29 planning proposals put forward in the Master Plan in 2017 unchanged in terms of direction. However, in keeping up with the transformations of the tourism environment and taking into consideration the opinions of various stakeholders and departments in charge, the achieved action plans and those in progress were revised, updated and reorganized. In consequence, 16 new action plans are introduced into the Master Plan.
After review and adjustment, the Master Plan now encompasses 91 action plans in total, comprising 77 phased plans (0 – 5 years) and 14 long-term plans (6 years or above).
Push forward “actions in focus” in six areas
The latest 91 phased and long-term action plans of the Master Plan cover six areas: tourism products and facilities, quality tourism and collaboration, precision marketing, urban construction, smart technology, as well as regional and international cooperation. By taking specific actions in focus, progress will be steered forward in the six areas.
The specific actions in focus include maritime tours, ecological tours and high-end tour products; training programs, enhance quality tourism through the training base for the Greater Bay Area, optimize public-private partnership and foster “tourism +” development; enhance cooperation with e-commerce companies and online media, leverage big data analysis on precision marketing targeting high-value visitors; develop new attractions and strengthen sea, land and air connectivity; tap into application of innovative technology to upgrade visitors’ experience and business environment; deepen tourism cooperation with Hengqin and other cities in the Greater Bay Area, and to strive for resumption of travel and people-to-people exchange with other regions, etc.
The review report also includes a forecast of key indicators and trends for 2025 for reference.
First published at TravelCommunication.net