Macau’s outlook remains upbeat for the rest of the year, driven by the return of longhaul markets and successful new market expansion
Macau began 2025 on a strong note, recording 413 business events in the first quarter, an increase of 77 events year-on-year. These gatherings attracted 188,000 participants and attendees, marking a 3.7 per cent rise compared to the same period last year.
In February 2025, Macau’s Commerce and Investment Promotion Institute (IPIM) made its first foray into the Middle East. Seeking new markets, IPIM carried out investment and business events promotion activities in Dubai, UAE, and Riyadh, participating in two Middle East Market Tourism and MICE Destination Promotion and Networking Seminars organised by Macao Government Tourism Office (MGTO).
MGTO also organised “Macao Tourism + MICE Product Updates Seminar & Travel Mart” from April to July 2025 in major Asia-Pacific cities. An MGTO spokesperson stated that South-east Asian cities also remain a key target market.
For 2H2025, Macau’s business events industry is relatively upbeat despite geopolitical uncertainties.
Bruno Simões, the founder of DOC DMC Macau, anticipates a robust last quarter, similar to what he experienced in 2024. “Despite some volatility in the first half of the year, I expect confidence to return as companies seek to maximise their annual budgets.
As such, Simões is “actively pursuing events” such as a major sports event, which is a “fast-growing segment in Macau”. The company is also hosting a conference focusing on business opportunities in Portuguese-speaking countries, aligning with its role as a bridge between China and Lusophone markets.
Meanwhile, Sands China has enhanced its meeting offerings with the launch of The Londoner Grand – a Luxury Collection Hotel on June 8, 2025.
“When we converted Sands Cotai Central into The Londoner Macao, it truly became a ‘resort within a resort’ complex. This means we can now offer a more exclusive and intimate meetings experience than you might ordinarily find at The Venetian,” explained Sands China’s vice president of sales, Stephanie Tanpure.
The Londoner Macao boasts five hotels, where The Venetian and The Parisian each have only one.
“The Londoner property’s focus on luxury MICE offerings has been significantly intensified. We’re now collaborating with many of our retail brands and welcoming numerous C-suite MICE groups, often comprising 15 to 25 high-level executives, for luxury event or meeting programmes,” she revealed.
The company’s eyes are on the Saudi Arabia market, which is primarily a “high-net-worth market”.
“There is a niche for C-suite events, where our properties are well-suited to support that calibre of traveller. And Hong Kong has also recently started direct flights into the region, which is obviously a key gateway for us,” Tanpure explained.
To better market the new property, the group will be attending ILTM Asia Pacific in Singapore, and ILTM Cannes. A mega fam trip in 1Q2026 is also in the works, Tanpure told TTGmice.
“About 300 international luxury MICE planners will be invited with a concentration of longhaul markets like UK, US, Europe and the Middle East,” she said.
The St. Regis Macao’s general manager, Stuart-Wayne Douglas, added: “Macau is actively targeting the longhaul MICE market, particularly from the Middle East.
The destination is simultaneously enhancing its Muslim-friendly credentials through initiatives such as the Halal Horizons Pavilion, which features certified products and prayer facilities, as well as industry training programmes.”
Future efforts will include fam trips for trade professionals and media, Arabic-language digital campaigns, and continued development of Halal-compliant services.
“These initiatives aim to position Macau as a competitive, culturally-sensitive business events destination for high-value Middle Eastern travellers, while also appealing to Muslim markets in South-east Asia and China. Such efforts align with Macau’s broader strategy to diversify its visitor base beyond gaming and traditional source markets,” Douglas indicated.
The property is strengthening its luxury business events positioning by hosting exclusive wellness events with brands like Lululemon, targeting high-net-worth travellers and corporate clients.
“These curated experiences – combining fitness, mindfulness, and networking– enhance the hotel’s appeal for premium leisure stays, corporate retreats, and incentive travel,” he stated.
Tanpure further observed that international longhaul markets have also returned.
Sands Resorts Macao will welcome its largest US group since before the pandemic from August 24-27, the 2025 Million Dollar Round Table Global Conference. Following this, several groups from Australia are expected, with additional incentive groups from the US and Europe anticipated later this year.
“I believe that from this summer, following the Million Dollar Round Table conference, we’re on an upward trajectory to welcome significantly more of our international business back to both Hong Kong and Macau,” she opined.
Within Asia-Pacific, groups from South Korea and Japan are also returning.
She added: “People are wanting to get back and hold global events (as opposed to regional events during Covid due to travel restrictions), and we’re seeing some RFPs coming in for 2027 and 2028. – additional reporting by Rachel AJ Lee
