Tourism scholars, experts, academics, and specialists gathered at the 16th UTM-UN Tourism Training Programme at MGM Cotai to discuss the seismic impacts of the revolutionary power of emerging technology in the MICE sector, contributing fresh perspectives to a fruitful continuation of a long-standing partnership between the Macao University of Tourism (UTM) and UN Tourism.
The four-day programme, which took place between 19 and 22 November, was a celebration of progressive thoughts and innovative approaches from seasoned professionals, including government representatives from Asia-Pacific UN member states and the Greater Bay Area.
Featuring the theme of the “Transformative Power of Technology in the Meetings and Events Industry”, the event touched upon trending topics in international development trends, digital transformation, and the evolving landscape of meetings and events against a backdrop of artificial intelligence.
Four critical areas were deeply explored: the future of AI in the meetings and events industry, digital marketing tools for smart destination management, digital skills for industry professionals, as well as technology’s essential role in destination sustainability.
Innovative idea sharers included representatives from leading organisations such as Alibaba Cloud International, Huawei Technologies, and Hong Kong Polytechnic University.
The initiative unfolded as Macau was on course to host approximately 1,500 MICE events this year, contributing an estimated US$300 million to the domestic economy.
Business visitors spent more than twice as much as average tourists in the first half of 2024, underscoring the sector's importance, UTM Rector Dr Fanny Vong told attendees at the opening ceremony.
The initiative, which has trained 375 participants since 2016, aligns with the Macao SAR Government's focus on MICE as one of the priorities for economic diversification.
Speaking on the sidelines of the event, Andre Hong, Vice President of the Macao Convention and Exhibition Association, emphasised the need for cross-industry synergy to invigorate Macau’s MICE industry.
"This industry is about collecting and sharing various industrial needs and promoting their values," he said while underscoring the government's pivotal role in “consolidating resources and prioritising key projects, given its unique vantage point to determine which initiatives deserve a greater focus”.
While the conference sector is expanding, exhibitions are experiencing a reduction in size, indicating a gap in meeting current demand.
Hong suggested that the “government’s comprehensive data access could help identify and address these challenges”.
He also emphasised Macau's close proximity to mainland China and Southeast Asia – coupled with its UNESCO heritage sites and renowned culinary scene – presents a distinct edge in boosting international visitation.
Seksun Ngawsuwan, a representative from Thailand’s Ministry of Tourism and Sports, echoed these sentiments. He pointed out that Thailand had also placed emphasis on sports tourism, which Macau is pursuing to diversify beyond casino gambling.
"The world can see that we attract world-class gamblers and game players. On top of gaming complexes, we will have an abundance of offerings that they can enjoy," he said.
Thailand’s designation of 2025 as the Amazing Thailand Grand Tourism and Sports Year, along with the entertainment complex bill paving the way for the operation of casinos, reflects a similar strategy, he added.
“We want everyone to come to Thailand – to have a full journey – something like that because we want them to have a memorable journey,” he explained further.
Commenting on the parallels between Macau and Thailand, Ngawsuwan noted that both regions enjoyed unique advantages that set them apart from one another. “Macau is better than Thailand in terms of modern transport and a seamless travel experience for tourists,” he stressed.
“This is the area where Thailand has room for improvement, but we have a different natural landscape. However, both of us could tap into technological developments to improve marketing efficiency, such as influencers and key opinion leaders who could project messages in the cyberspace.”
Waikin Wong, the Regional Director of Asia-Pacific for the International Congress and Convention Association, commended Macau for being a mature tourism destination, famous for its world-class facilities and hardware.
To address the intensifying regional or even the global competition, she suggested that conferences organised in Macau should lend priority to broadening networks and fostering business opportunities.
“For instance, when it came to a communications conference, would we get to gather top-tier players for interaction with their counterparts from other countries to expand business interests?” she asked.
The large-scale entertainment performances that are thriving in Macau – a sector that requires efficient planning for crowd control – could also "serve as a reference for other industries in need of similar measures," she added.