MACAO, July 8, 2026. Students from the Macao University of Tourism (UTM) have concluded an immersive rural tourism project in Taishan City, applying academic theory to explore sustainable tourism development for the region. Spearheaded by Dr. Fernando Lourenço (羅導謙博士), the initiative was a core component of the university's Entrepreneurship course.
Executed in collaboration with Taishan Dongling Cultural Tourism Development Co., Ltd. and the Associação Jovens de Macau Taishan, the project required students to analyse the region's unique cultural and natural assets. During a comprehensive two-day field trip in April 2026, students conducted strategic site visits to the Da Guang Hai Bay Talent Development and Incubation Center, the Guangdong Culinary Technical School, and the historic Haikou Bu Silver Museum and Ancient Street. The cohort also explored the ecological potential of Caoping Village, the rich heritage of the Haiyan Overseas Chinese Farm, and the agricultural operations of the Dou Shan National Grain Rice Factory.
Utilising these on-the-ground insights, the students developed conceptual business ecosystem models. By applying a hub-and-spoke framework, they proposed strategies to leverage local heritage and agriculture, suggesting ways to create tourism experiences that could benefit both visitors and rural residents. The project aligns with the broader Rural Revitalisation Strategy, aiming to explore how underdeveloped rural areas might transform by promoting agricultural modernisation and developing various local industries.
The students' strategic recommendations were subsequently submitted to the Taishan local government, offering academic insights and fresh perspectives to support the region's ongoing rural development discussions.
'This project demonstrates the value of experiential pedagogy,' said Dr. Lourenço. 'By immersing students in the real-world complexities of rural tourism, we empower them to explore sustainable concepts that can support local government and community stakeholders.'
