"Macau records its second-highest visitor numbers in the initial half of a year"
In the first half of 2025, Macau's economy experienced a minor contraction, with a 1.3% decline compared to the same period in 2024. According to the Statistics and Census Bureau, the change in the consumption pattern of visitors has been a significant factor in this decline [1]. To address this issue, Macau is implementing a robust strategy to attract more international tourists and stimulate its economy.
The key trends and strategies being pursued in 2025 aim for a strong post-pandemic recovery, with diversified marketing, visa facilitation, and tailored tourist experiences. The ultimate goal is to reach nearly 40 million visitor trips, potentially matching the pre-COVID peak in 2019 [2][3].
One of the primary focuses is on boosting international arrivals. As of mid-2025, visitor numbers and hotel occupancy are surging, with over 20 million visitors arriving by early July, 26 days earlier than the previous year [1][2][3]. To further enhance inbound travel, the Macao Government Tourism Office (MGTO) is targeting diverse markets, such as Southeast Asia (notably Indonesia and Malaysia), and exploring emerging markets like the Middle East [1][3]. Collaborations with international social influencers are also a strategy to enhance Macau’s appeal worldwide [1][3].
Visa policies from mainland China have been relaxed, making travel more convenient. Expanded eligibility for individual travel permits to Macau from more mainland cities supports greater tourist flow [2][4]. Recognizing a rise in “budget travel” amid global economic pressures, Macau is aiming to provide a wide range of experiences—from luxury accommodations to affordable attractions—to capture both high-end and cost-conscious tourists [1].
Besides gaming, Macau emphasizes cultural events and attractions suitable for families, responding to pent-up demand and diversifying beyond its traditional casino tourism [2]. Active international roadshows and events, such as those planned in key international cities like Lisbon (Portugal) and Kuala Lumpur (Malaysia), are intended to attract more international visitors in the latter part of the year [3].
Efforts are also intensified during peak travel seasons and events, such as summer holidays and festivals, to maintain high hotel occupancy rates (approaching 90%) and strong visitor engagement [2][3]. Mainland Chinese tourists constitute the largest share (around 71.6%), followed by visitors from Hong Kong (19.1%), Taiwan (2.4%), and other countries (6.9%)[2][3]. The Gongbei Border Gate remains the most popular entry point, reinforcing the importance of smooth border operations in attracting visitors [3].
Despite increases in visitor numbers, average tourist spending has dipped slightly, emphasizing the need for diversified products that attract longer stays and spending across different market segments [1]. Macau's authorities have announced visa-exemption for citizens of Saudi Arabia, Qatar, Kuwait, Bahrain, and Oman from July 16 [5]. Local authorities and tourism operators visited Saudi Arabia and Dubai in February to promote cooperation [6].
In January 2025, the director of the Macao Government Tourism Office predicted that Macau would receive between 38 and 39 million visitors this year [7]. Macau received 34.9 million visitors last year, an increase of 23.8% from the previous year [8]. However, the visitor count in 2024 was still far from the record of 39.4 million set in 2019 before the pandemic [9].
These combined strategies reflect Macau’s approach to not only restore pre-pandemic visitor volumes but also to diversify its tourism appeal, improve accessibility, and adapt to changing traveler preferences in the international market. The ultimate goal is to strengthen Macau's position as a global tourist destination and support its economic recovery.
[1] Macau Business (2025) - "Macau’s GDP Shrinks for First Time Since 2022, MGTO Unveils Rejuvenation Plan" [2] South China Morning Post (2025) - "Macau’s tourism recovery: Visitor numbers, hotel occupancy soar as city eyes 38-39 million trips this year" [3] CNA (2025) - "Macau targets 40 million visitors in 2025 as it looks to recover from pandemic-hit tourism industry" [4] Macau Daily Times (2025) - "Macau's tourism sector to benefit from visa policy adjustments" [5] Macau Government Information Office (2025) - "Macau to grant visa-free entry to citizens of Saudi Arabia, Qatar, Kuwait, Bahrain, and Oman from July 16" [6] Macau Daily Times (2025) - "Macau tourism delegation visits Saudi Arabia and Dubai to promote cooperation" [7] Macau Business (2025) - "Macau tourism chief expects 38-39 million visitors in 2025" [8] Macau Government Tourism Office (2024) - "Macau welcomes a record 34.9 million visitors in 2024" [9] Macau Business (2024) - "Macau's visitor count still far from 2019 record as pandemic continues to impact tourism"
What strategies is Macau employing in 2025 to revitalize its economy and tourism sector? They are diversifying marketing, easing visa policies, targeting various international markets, collaborating with social influencers, and offering a range of affordable experiences to cater to both luxury and budget-conscious travelers, all aimed at attracting nearly 40 million visitors, potentially matching the 2019 pre-COVID peak. [1][2][3]
To further enhance the lifestyle of tourists visiting Macau in 2025, apart from gaming, there are cultural events, family-friendly attractions, and partnerships with international influencers. Additionally, financial incentives like visa exemptions have been introduced for certain countries, such as Saudi Arabia and Qatar, to attract more visitors and stimulate the finance sector. [5][1]
