TSTT Tourism & Society - Macao brought global tourism together around resilience

Macao brought global tourism together around resilience

20-10-2026

The Chinese city of Macao hosted the twelfth edition of the Global Tourism Economy Forum. Starting on 16 October 2026, the event brought governments, international organisations and industry companies together at MGM Cotai. Its theme, crisis, resilience and evolution, captured the mood of an industry that had broken traveller records but was still dealing with economic uncertainty and geopolitical risks. Spain took part as partner country, and the Chinese province of Hainan as guest region.

Macao’s Chief Executive, Sam Hou-fai, noted that the city had welcomed more than forty million visitors the previous year, a record figure. He argued that the challenge was no longer to grow in volume but to improve the quality of the experience. His message reflected a trend shared by many mature destinations: measuring success by spending, satisfaction and a more varied offer, not just by the number of arrivals.

UN Tourism Secretary-General Shaikha Al Nuwais said that international arrivals had hit an all-time high the previous year. So far that year, 690 million cross-border trips had been made, three million more than in the same period a year earlier. Growth had slowed, but demand remained firm. Al Nuwais also suggested that China could help promote the International Year of Sustainable and Resilient Tourism, which the United Nations would celebrate in 2027.

From the business side, Gloria Guevara, President and CEO of the World Travel & Tourism Council, shared some striking figures. The sector’s global gross domestic product had grown by four per cent the previous year, ahead of the 2.8 per cent recorded by the economy as a whole, and the industry accounted for roughly ten per cent of world GDP. Asia-Pacific was the fastest-growing region, with growth of eight per cent. Former Chinese Vice Minister of Commerce Long Yongtu pointed out that rural residents had made up twenty per cent of his country’s tourists, a milestone he called decisive for more inclusive growth.

The speech most closely followed in Spain was that of Miguel Sanz, Director General of Turespaña. He explained that air capacity between China and Spain had grown by more than forty per cent in 2026 and already reached 87 weekly flights. Spain had received 800,000 Chinese visitors in 2025, who spent around 2.5 billion dollars, and visa applications from China were now processed in under a week. It was a clear sign that Madrid wanted to consolidate a high-value source market, with travellers who tended to stay longer and spend more per trip.

Hainan’s Executive Vice Governor, Bateer, used the occasion to invite international partners to travel to, invest in and explore opportunities at the island’s free trade port. The project aimed to attract shopping, leisure and business tourism. His remarks showed how Asian destinations combined tourism promotion with strategies to open up their economies. The same could be seen in Macao itself, with its push to diversify beyond gaming.

The speakers agreed on the need for closer cooperation between the public and private sectors and between countries, in order to keep growth sustainable and inclusive despite an uncertain economic climate. Behind that call lay very specific concerns: pressure on infrastructure in peak season, the need to cut emissions, a shortage of skilled staff, and adapting to travellers who were increasingly demanding and well informed.

In short, the forum served as a barometer for a sector that was redefining itself. The figures confirmed that travel remained a priority for millions of people. They also showed that balancing growth and quality required coordinated decisions from governments and businesses. The growing connection between Asia and Europe, with Spain as an example, and the focus on 2027 as the year of sustainability and resilience shaped the agenda for the months that followed for those managing destinations, hotels, airlines and tourism services.

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