Macau has recorded over 20 million tourist arrivals so far this year, surpassing visitor numbers for the same period in 2024. Government officials attribute the increase to the city’s expanding range of tourism experiences and attractions. They say efforts to diversify beyond casino gaming are drawing more travelers and encouraging longer stays.
Macau has already welcomed over 20 million visitors this year, averaging around 106,000 arrivals per day. The city reached this milestone earlier than in 2024, when it wasn't achieved until August 3.
Maria Helena de Senna Fernandes, director of the Macao Government Tourism Office, said on Tuesday that Macau is on pace to hit its annual goal of 39 million tourists—just short of the 39.4 million recorded in the last pre-pandemic year.
“Expanding tourism options remains essential,” said Maria Helena de Senna Fernandes. “This includes not only building new infrastructure but also creating fresh travel routes.”
She added that in the second half of the year, officials plan to boost summer travel numbers through a range of events and promotional campaigns, while also focusing on drawing more international tourists.
Going global
As usual, the majority of Macau’s visitors — 71.6% — came from mainland China. Another 19% were from Hong Kong, 2.4% from Taiwan, and the rest were international travelers.
To broaden its reach, the Macao Government Tourism Office has launched a global campaign aimed at attracting more tourists from Europe and the Arab world. Last year, director Maria Helena de Senna Fernandes hosted a conference with international tourism officials in Cyprus. This year, she plans to continue promoting Macau with visits to Lisbon, Kuala Lumpur, and Jakarta.
The aim is to position Macau as “a world center for tourism and leisure” and “a global city.” The effort supports a larger strategy to diversify the economy beyond its reliance on gaming.
A 2024 report from Macau Polytechnic University predicts the local casino market will experience steady — but no longer rapid — growth. Researchers point to rising competition in Southeast Asia, the decline of junket operators, and a shift toward attracting mass-market tourists instead of VIP gamblers.
Importance of entertainment
"Non-gaming attractions are playing a growing role in shaping Macau’s tourism and leisure industries," the report noted. Integrated resorts that offer strong non-gaming experiences are seen as having a competitive edge in the market.
One clear example of this trend was June’s gross gaming revenue, which hit MOP21.06 billion ($2.6 billion) — a 19% increase year on year. Analysts from JP Morgan, Citi, and Seaport Research attributed the boost in part to the “spill-over effect” from major concerts featuring Cantopop and K-pop stars. A standout event was Hong Kong music icon Jackie Cheung’s residency at Galaxy Macau.
Macau Business described the rise of the "concert economy" as one of the most notable successes in the post-Covid recovery. It emphasized the importance of maintaining and growing this momentum to benefit the broader community — not just the casino industry.
