In the dynamic world of tourism and events, the bridge between industry practice and academic theory is vital. At the Macao University of Tourism (UTM), Dr. Sherry Tan, Assistant Professor, embodies this connection. With a career that spans international borders and a deep-rooted expertise in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, Dr. Tan is dedicated to grooming the next generation of hospitality leaders.
A Global Journey to Macao
Dr. Tan’s path into the tourism field was shaped by a rich tapestry of academic study and professional training across mainland China, Canada, and Hong Kong. Her extensive hands-on experience in the MICE industry allowed her to witness firsthand how tourism acts as a catalyst for bringing people and cultures together.
“I was drawn to UTM because Macao’s distinctive tourism landscape provides an ideal setting to connect education, industry practice, and international perspectives,” Dr. Tan explains. For her, Macao is not only a location, but a living laboratory where global tourism trends meet local heritage.
Having managed numerous exhibitions, seminars, and special events, Dr. Tan brings a “real-world first” mentality to her teaching. She believes that academic theories are most powerful when they are tested against industry realities.
“My years in the MICE industry gave me first-hand exposure to the planning and management of events. That experience continues to shape my teaching by keeping me attentive to professional standards and emerging challenges,” she says. In her classroom, students do not just learn from textbooks; they analyse practical examples to understand how theories function in high-pressure, real-life settings.
Merging Management Logic with Events and Tourism
With a solid foundation from her MBA and a doctorate in hotel and tourism management, Dr. Tan emphasises a business-centric approach. She encourages students to look beyond the service aspect of events and tourism and see it as a complex business ecosystem that requires strategic branding, consumer behavior analysis, and evidence-based decision-making.
“I encourage students to see tourism not only as a service field, but also as a complex industry that requires managerial judgment and innovation,” she notes. This management-driven perspective helps bridge the gap between being a student and becoming a professional.
For Dr. Tan, the transition to teaching was driven by a desire to develop the talent that will lead the industry tomorrow. Her philosophy is centered on "applied learning," ensuring that students are not just technically competent but also professionally responsible.
“I hope students will graduate not only with technical competence, but also with adaptability, responsibility, and the confidence to contribute meaningfully to a fast-changing industry,” Dr. Tan emphasizes. By integrating her research and public service projects into her curriculum, she ensures that classroom discussions remain relevant to the current issues facing Macao’s tourism and event sectors.
Aspirations for Macao’s Tourism Landscape
Looking ahead, Dr. Tan is committed to strengthening the bond between scholarly research and industry development. Her goal is to produce work that informs both public policy and industry practice, particularly in areas like visitor experience and talent development.
“Macao offers a unique environment for studying events, tourism and destination branding. My aspiration is to support students in understanding this evolving landscape while contributing research that can inform industry practice,” she concludes. At UTM, Dr. Sherry Tan continues to be a driving force in shaping a professional, research-led future for Macao’s tourism industry.