Macau: A safe bet

The landscape of this former Portuguese colony has undergone a massive transformation, and although it has retained a portion of its colonial flavour, the attire these days is more blingy and grand.

Macau has had the reputation of being a mini Las Vegas far too long for it to change its image overnight to a cultural destination, especially when it is the only place in China where casinos are legal. The present landscape doesn't help either, with acres and acres of land (a lot of it reclaimed) quivering under the weight of humungous five- to seven-star deluxe hotels, some still under construction.

Yet, the Macau Government Tourist Office (MGTO) is sparing no effort to bring about that change. So while its gambling industry still flourishes, Macau is trying to take on a new identity - that of a destination steeped in history and culture. The superimposition is already in process (see box below).

But why look for a different personality when the original one has worked well - exceptionally well in fact. While Las Vegas was well represented on this year's list of winners for the best Four and Five Star awards by Mobil Travel Guide, Macau (along with Hong Kong) already has more five-star rated hotels and spas than any other city. In this first year of rating international destinations, each of Macau's three Las Vegas-owned casinos received Mobil honours - Wynn Macau and the property's spa received five stars while MGM Grand and the Sands Macau received Four Stars. The Six Senses Spa at MGM Grand Macau and the V Spa at Venetian Macau received Four Stars.

A possible reason for wanting this change is that Macau has perhaps realised that putting all its eggs in one basket may not be wise. Reports show that its gambling industry began showing signs of cooling after Beijing began limiting the frequency and duration of travel by mainland residents. The global financial and economic crisis is also taking a toll. Revenues declined even as the number of licensed casinos rose to 31 at the end of last year, from 28 at the end of 2007.

Nevertheless, the history and culture of Macau promises to be as big a hit as the heady and intoxicating mix of its casinos and a lively night life. And this combination will continue to fuel high occupancies in its hotels which compete with each other in terms of opulence, flamboyance and grandness. The increasing number of direct flights from other countries (there have been talks of directly connecting India and Macau by budget airline, Viva Macau) will no doubt fuel this.

The superimposition

Joao Manuel Costa Antunes MGTO's director, Joao Manuel Costa Antunes, has ensured that its development strategy this year is diversification (not only in products offered but also source markets) with 'World Heritage' as the focus to celebrate the tenth anniversary of Macau Special Administration Region or SAR. (Portuguese traders administered the region until the handover to China on December 20, 1999. Macau now operates under the 'one country, two systems' policy with a high degree of autonomy and will do so until 2049 that will mark 50 years of the transfer.) Under the new strategy, MGTO will develop new thematic tour routes and explore multi-destination itineraries to build a regional tourism brand. New tourism products such as hop on 'Heritage Bus' and free docent service at World Heritage sites will also be introduced in addition to cultural performances at tourist spots. The SAR government is also putting efforts in developing MICE tourism with MGTO setting up a co-operation mechanism with the trade. The network will be consolidated through the 'Industry Partner Programme' and promotional events focusing on MICE will be implemented and professional training programmes set up. Promotional tools such as the Macau Convention Brochure, Macau Incentive Travel Guide, second edition of Macau Meeting Planners Guide and MICE video footage will also be introduced. Antunes added that MGTO will host a number of MICE activities, including the PATA Annual Meeting 2009 to be held in Macau this April. He expressed that while continuing to promote the theme 'Experience Macau' under the slogan 'A World of Difference, the Difference is Macau', it will organise themed itineraries in the Pearl River Delta, family tours, world heritage tours, student tours, 'silver hair' tours, gala dinners and travel marts. MGTO will launch various promotional activities with focus on the 'Historic Centre of Macau' and organise familiarisation trips to showcase Macau's heritage. Other activities include photo exhibitions, gala dinners and tourism briefings. MGTO will continue to implement its 'Performance Pledge' undertaken to improve efficiency and operate the 24-hour Tourism Hotline 28333000, re-inforce tourist education to promote quality travel practices as well as educate tourists of their rights. For the travellers, it will also launch a number of e-services such as online booking system, online application status enquiry, website version of Macau Meeting Planners Guide, online referral service for RFP, e-MICE survey as well as e-publications. Another area that the tourism office is looking into is training the hospitality and tourism players for fluency in English since Macau has a majority of Chinese-speaking population.

 Note: This article was published in the February 16-28, 2009 issue of Express TravelWorld. For more read here: http://www.expresstravelworld.com/20090228/edge02.shtml