Issues & Trends – Feb 2010
Macau adds heritage to bling in quest for more visitors
Assisted by its Grand Prix and massive casino developments, Macau has done well out of “ritz and glitz” tourism over the past decade. But the destination is now keen to attract new visitors attracted by the heritage and cuisine of its rich Portuguese and Chinese cultural blend.
By Christine Retschlag
THE Macau Government Tourist Office is repositioning its message for 2010 and beyond amid moves to remind would-be travellers there is more to the destination than the buzz and bling of car races and casinos. Following a worldwide brutal battering in the wake of the global financial crisis, destinations such as Macau are expanding their options rather than relying solely on ritz and glitz tourism.
Macau Government Tourist Office director Joao Manuel Costa Antunes says the new message will pitch the island’s rich Portuguese and Chinese cultural blend. But rather than discard its Grand Prix and gambling, the new policy will ride off the back of these industries which have attracted billions of dollars of investment into Macau.
“We are really interested to promote our destination not only in one sector. Traditionally Macau is quite well known as the gambling destination in Asia,” Antunes says. “We are recognised for the quality of gaming, of course, but we really want to promote the global heritage of Macau that has existed for more than 450 years.
“It is quite unique for a city that has a combination of cultures in Asia. Not many destinations have this quality of heritage.
“We want to promote it to the families, to the youngsters, and those Asian/Pacific visitors who find it not so easy to visit Europe. We have the flavour, the cuisine of Portugal, combining with the cuisine of China, creating the Macanese cuisine.
“We are a quite recognisable destination for gaming and entertainment. We need to continue to be discreet but we need to continue to promote our destinations in our class events.”
Long considered the Las Vegas of the East, Macau, situated within a five hour radius of half of the world’s population, is poised to capture a larger share of the tourism purse. Indeed, at low tide, tourists in Macau can stroll across the water into mainland China.
Future major infrastructure plans include a bridge providing a 20 minute link between Hong Kong and Macau to be built within five years; an upgraded ferry terminal to be built within 18 months; and an enlarged airport scheduled for completion within a year.
“Certainly it will be much easier to enter Macau. We are not saying don’t stay in Hong Kong, spend at least one good week in Hong Kong and Macau,” Antunes says.
He credits gaming industry invest-ment for providing modern Macau with “the best state-of-the-art hotels in the world and facilities for exhibitions and conventions”.
Tourism figures reveal a 207 per cent increase in total visitors to 22.9 million in the past decade. However, figures for January to September last year show a slump of 8.39 per cent. Australian tourists, who ranked in the top 10 source countries in 2005, have dropped off the radar and between January and September last year, declined by 14.65 per cent to 85,157, ironically in the same period when James Packer opened his casino in Macau.
But Antunes remains confident that he can attract the Australian dollar. “In the past we have many visitors from Australia. When they were flying long-haul flights to Europe they used to stay some days in Hong Kong and visit Macau,” he says. “I think now the trend has changed and Macau can be a destination in itself. Now some flights from Australia go directly to Macau airport and this will change.
“Don’t plan a visit to Macau as only a short one-day trip. Plan to stay at least three days. The next time an Australian family comes across to Hong Kong, think about staying a few days in Macau.
“Macau has a lot, not only on the entertainment side, but also the cultural and we are creating facilities for the families. It is a good gathering place to have the cuisine, private parks where people can walk and especially the culture. We have a real heritage that is important for young generations and families – we have nice museums, old churches and temples.”
Also on the tourism agenda for Macau is playing host to the first Pacific Asia Travel Association (PATA ) Travel Mart this year. Macau has been a member of PATA for more than 50 years.
“For us it is very important to show the world that Macau has the conditions and facilities for conventions
and exhibitions,” Antunes says.
He is aiming to position Macau in the top tier of Asian MICE destinations. “We have the capacity, we have the manpower and the professionalism to organise these events in Macau. A good example is the Grand Prix,” he says.
Antunes refuses to be drawn into conversations about competing destinations. “We don’t talk about competitors; we see only difference. We have a different product and try to complement other destinations,” he says. “We position ourselves as a unique destination in Asia. We most go in our own direction.”
Certainly, there appears to be a growing divide between buzz and bling tourism and those seeking a more authentic travel experience in the wake of the GFC. Back on Australian soil, destinations such as the Northern Territory cite Roy Morgan research that reveals a “distinct about-face” claiming not everyone is interested in Formula Ones or Flemington’s Birdcage.
“Seasoned travellers are seeking the bling of authenticity and not the tired pre-GFC badge of some luxury resort or corporate marquee junket,” claims Tourism Northern Territory manager global PR & media Damien Hanger.
But equally, places like Hamilton Island continue to spruik the success of Australia’s largest offshore yachting regatta Audi Hamilton Island Race Week. And, in perhaps one of the most telling signs that the show is not yet over, Victorian-based Sportsnet Corporation recently sold 10 seats within one week of releasing a $30,000 Monaco Grand Prix – Fast Cars and Movie Stars package.
On the back of these trends, Macau, like the rest of China, will remain one to watch.