Students from the Macao University of Tourism have played a pivotal role in the successful execution and future planning of the "Red Boat 1866" Cruise Tour (紅船1866) cultural event, reaffirming a fruitful partnership with the Macao Wu Jun Fu Yueju Opera Role Association (澳門五軍虎粵劇行當協會).
For the second consecutive year, a team from the university’s Marketing and Branding Management programme, under the guidance of Dr. Fernando Lourenço, provided comprehensive support for this vibrant initiative funded by the Macao Government Tourism Office. The project immersed students in the rich tapestry of local heritage, requiring in-depth research into the history of the Red Boat, A-Ma Temple Pier, Cantonese Opera, and Wing Chun martial arts.
Moving from theory to practice, the students applied their insights to propose and design engaging visitor activities and culturally resonant souvenirs for the event. They also contributed directly to on-site operations during the event days. Looking ahead, the team developed a set of strategic recommendations to enhance the event’s impact for future editions, demonstrating a long-term commitment to its growth.
Mr. Lei Kin Hou (李健豪), President of the Macao Wu Jun Fu Yueju Opera Role Association, praised the collaboration. "The energy and fresh perspective these students bring is invaluable," said Mr. Lei. "They move beyond textbooks, applying their marketing and management knowledge in a real-world setting to actively contribute to the promotion of our local culture and tourism. This partnership is a model for how academia can directly support community heritage."
This ongoing project exemplifies the Macao University of Tourism’s dedication to providing students with immersive, real-world learning experiences that also serve the local community. By bridging academic expertise with cultural preservation needs, the university strengthens its role as an active contributor to Macao’s sustainable cultural tourism ecosystem.
