MGTO expands visitor range through innovative and diversified marketing
21.10.2023 Macau (Aomin)   595
MGTO expands visitor range through innovative and diversified marketing

The Macau Government Tourism Office (MGTO) continues to deepen the synergy of digital and traditional marketing initiatives to enhance the impact of both online and and personal experience. Using various approaches and innovative methods, the office promotes Macau's tourism resources and cultural offerings to stimulate the desire of people from different parts of the world to visit Macau.

Fashion Marketing on Social Media

Considering the preferences of social media users in different visitor markets, MGTO opened 24 social media platforms such as WeChat, Weibo, Xiaohongshu, Douyin, YouTube, Tiktok, Facebook, Instagram, Twitter, Line and Kakao Talk, with more than 6 participants millions of followers. There are destination marketing pages on social media in Mainland China, Hong Kong, Taiwan, Japan, Korea, Thailand and Portugal. To diversify the market, the Authority has also partnered with widely influential mainstream media outlets including the BBC, CNBC and The Economist, major e-commerce platforms, celebrities and social media personalities who travel to Macau for events. As of October 2023, approximately 100 tourism influencers have been invited from around the world to experience and showcase Macau's innovative "tourism +" experience.

Special offers for targeted international markets

To develop various overseas markets, this year MGTO launched the "My pleasure for you, see you in Macau" program, a scheme that provides coupons for half-price hotel stays in Korea, Thailand on and Singapore for foreign guests staying for a minimum period. two nights in Macau. The program also covers the latest travel tips, festivals and events in Macau. Other special offers include airline specials on international airfare, buy-one-get-one-free offers on bus and ferry tickets for Hong Kong, Taiwan and overseas visitors, and a subsidy scheme for tour groups from the Taiwan region and international markets.

In the fourth quarter, MGTO will begin partnering with e-commerce megaplatforms such as Tripadvisor and Expedia. These sites update thematic pages dedicated to Macau; articles are published recommending innovative travel to Macau; Advertising is placed and special travel offers are distributed. The above is used for destination branding in different countries and regions such as Singapore, Malaysia, Indonesia, Philippines, Japan, Korea, Taiwan, Australia, Europe, USA and the Middle East.

Cultural tourism exhibitions showcase attraction of destinations

The Office facilitated and supported the logistics, production and promotion of several cultural tourism programs and shows about Macau, which present a living picture of the city as it prepares to become a global destination for tourism and leisure. Produced by China Media Group, the largest cultural travel reality show "Macao Tourism Express Lane", consisting of 12 episodes, was released this year and has accumulated a cumulative viewership of more than 55.84 million views and an audience of 100 million across converged media. The six-episode mini-show Macau Magic Tour, produced in collaboration with Mango TV, has amassed 74 million views, as well as nearly 13 million page views and 25,000 comments on Weibo.

Improve your smart planning Technology-enabled travel

Targeting the mainland China market, MGTO creatively utilizes Internet technology and encourages the sharing of travel experiences. On Douyin, the Authority encouraged users and KOLs to create their own videos based on the hashtags “Go to Macau Now” and “Fun in Macau Northern District Day and Night” to increase the online visibility of the destination. The videos have gained great popularity among netizens and have received over 270 million views from December 2022 to date.

MGTO has created several virtual reality videos to be released at Macau Weeks, the Experience Caravan Roadshow Macao, Unlimited" in the Greater Bay Area and the 11th Macau International Tourism (Industrial) Exhibition, as well as other upcoming roadshows for a wider audience. In addition, the Authority has partnered with an online travel platform to launch a Macau-themed digital non-fungible token (NFT) collectible - "Swift - Macau Grand Prix Museum" in tandem with special travel offers in Macau and entrance tickets to the Macau Grand Prix.


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