“Tourism today has evolved beyond hospitality operations to encompass digital transformation, sustainability, governance, innovation and investment,” stated Mr. Antonio López de Ávila, Director of Innovation, Education and Investments at UN Tourism, during his three-day visit to the Macao University of Tourism (UTM) from 25 to 27 February 2026.
Marking a decade of fruitful collaboration, the visit provided an opportunity to review past achievements and discuss the next phase of tourism education development in the Greater Bay Area. While reviewing the progress of joint initiatives, Director Antonio emphasised that the partnership has developed steadily over the years.
The Strategic Evolution of Academic Collaboration and Leadership
Building on a partnership established in 2015, Director Antonio noted that the 2024 launch of co-branded Master’s programmes represents a natural evolution and the next strategic stage of cooperation between the two institutions.
“The transition from professional training initiatives to co-branded Master’s programmes marks an important milestone,” he observed. “Our priority now is to safeguard academic quality, international relevance, and responsiveness to digital transformation and sustainability trends.” He further noted that moving from short-term training to structured academic collaboration helps strengthen professional training while enhancing UTM’s international profile. Discussions during the visit focused on expanding this portfolio to include additional programmes, ensuring the curriculum responds to global sustainability trends.
Hengqin Opening New Opportunities for Cross-Border Education
The co-branded programmes will extend to Hengqin in the next academic year. A centerpiece of the visit was an extensive field trip to the Guangdong–Macao In-Depth Cooperation Zone in Hengqin. For UN Tourism, UTM’s expansion into the Hengqin Campus is a strategic move to make use of the new campus facilities and the policy advantages of the Cooperation Zone.
“The Greater Bay Area is developing rapidly in terms of innovation, economic integration and cross-border collaboration,” Director Antonio remarked while touring the international higher education cluster at Dezhi Plaza. “Hengqin, in particular, offers new infrastructure and space for development. From UN Tourism’s perspective, cross-border education initiatives can help expand training programmes and explore new teaching approaches.”
He emphasised that beyond additional campus space, what matters most is strengthening cooperation between universities, industry and research institutions. “The key is to ensure that any expansion maintains quality, strategic alignment and long-term sustainability,” he added.
Advancing Competitiveness in the Smart Destinations Era
At the joint UN Tourism and UTM Scholarship Ceremony for the co-branded master’s programme in Digital Marketing and Analytics, Director Antonio delivered a thought-provoking keynote titled “The Smart Destinations Era: Competitiveness and Artificial Intelligence.” He explored how emerging technologies, particularly data-driven decision-making and responsible AI adoption, are bringing significant changes to how destinations are managed.
He praised UTM’s leadership for their clear strategic vision in areas such as digital transformation and smart tourism education. “In a rapidly changing world, strong academic institutions are essential partners for international organisations like UN Tourism,” he stated, noting that these institutions serve as critical platforms where policy, industry, and academic research intersect. By presenting a full tuition waiver to the top-performing student of the MSc programme in the semester, the ceremony underscored the partnership’s commitment to rewarding the technical excellence required in the modern era.
Empowering the Next Generation to Pursue Global Careers
A key highlight of the visit was the Director Antonio’s engagement with the student body. Recognising the enthusiasm and technical preparation of UTM students, he shared a blueprint for those aspiring to build careers in international organisations.
“Young professionals need curiosity and openness to different cultures and perspectives,” he advised. He emphasised that in a fast-evolving sector, students must combine technical competence with digital adaptability. To guide them, he highlighted four essential qualities: a global mindset, analytical and digital skills, a commitment to sustainability, and resilience. “International organisations require individuals who can think globally while acting responsibly and collaboratively,” he explained. “It is encouraging to see young professionals at UTM who are eager to combine digital skills with a strong sense of social and environmental responsibility.”
Looking Ahead to a Sustained Roadmap for Success
As the visit concluded, the engagements conveyed a clear message that the UTM-UN Tourism partnership continues to drive the region’s development through world-class education and training. “This collaboration has been built on consistency, mutual trust and long-term commitment,” Director Antonio concluded. “Long-term partnerships provide the stability and clarity required for true innovation.” Through this sustained collaboration, UTM is not only reinforcing its international connectivity but is also further strengthening its global presence as a pioneer in tourism education and technological transformation.