We Care

Staff and students UTM came together in solidarity for the annual "Walk for Millions" charity event, organized by the Community Chest. Thanks to the enthusiastic participation and collective effort of the UTM community, the event achieved great success.

This year, the walk raised a total of MOP 20,471.06. The full amount has been donated to the Macau Daily Readers Charity Fund to support individuals and families in need, extending care and hope throughout the local community.

The University extends its sincere gratitude to every participant and donor. Your generous support not only demonstrates the strong spirit of unity within UTM but also reflects our shared commitment to social responsibility and mutual aid.

We look forward to continuing this meaningful tradition next year and once again joining hands to make a positive difference together.

Undergraduate students from the Macao University of Tourism (UTM) enrolled in Bachelor of Science in Tourism Business Management and Hotel Management programmes have completed three industry projects, showcasing their ability to apply classroom knowledge to real-world challenges in entrepreneurship, technology, and rural revitalisation.

Revitalising Macao’s Culinary Heritage

In collaboration with local Macanese fast-food concept Siu Saam Baa, UTM students developed scalable business models to help the brand expand into mainland China while preserving authentic Macanese flavours. The project explored ways to make Macanese cuisine a mainstream dining option beyond Macao’s tourist market. Founder Adelino da Conceição de Assis praised the students for their innovative approaches to menu adaptation, digital marketing, and franchise development.

Transforming Technology into Tourism Solutions

Partnering with tech innovator Cave Giant, UTM students developed viable business applications for Cave Giant's advanced 3D scanning, AI data processing and digital imaging technologies within the tourism, hospitality and education sectors. Their proposals included immersive cultural tours, virtual training tools, and interactive educational applications—all designed to position Cave Giant as a leader in digital tourism solutions.

Driving Rural Revitalisation in Taishan

This project began with an intensive two-day, one-night field trip to Taishan City in February 2025. During this immersive experience, students visited Yinxin Cultural Ancient Street and surrounding areas to study the local culture, historical resources, and community assets firsthand. Following their fieldwork, students spent several months developing comprehensive tourism concepts and business ecosystem strategies to revitalise the area. Their work culminated in recent presentations to representatives from the Taishan Youth Association of Macau, where they proposed innovative approaches to leverage local heritage for sustainable economic development.

Dr. Lourenço, UTM Assistant Professor, highlighted that these collaborations reflect UTM’s commitment to industry-relevant education, bridging theory and practice to support local and regional development: “Our students have demonstrated how academic research can directly benefit businesses and communities. Whether scaling a food brand, commercialising technology, or revitalising rural areas, they’ve shown creativity, strategic thinking, and cultural sensitivity.”

The Macao University of Tourism (UTM) has nearly 400 students and teachers as volunteers for the National Games, showcasing the spirit of Macao’s youth engaging in national events and serving the community. Among them, student Chen Qian was selected as the volunteer representative and delivered the official oath during the volunteer inauguration ceremony, exemplifying the outstanding qualities of UTM students.

Chen expressed after the ceremony, “I was deeply honoured to have been selected as the volunteer representative to take the oath on stage. This had instilled in me a strong sense of responsibility. Witnessing everyone’s smiles had been incredibly fulfilling. I would continue to help through action and, alongside fellow volunteers, contribute to the success of the National Games and to Macao, striving to make our community a better place.”

UTM places strong emphasis on cultivating students’ sense of social responsibility and practical skills. The National Games volunteer programme can provide students with a valuable platform for action learning. UTM will continue to support students to participate in various social services and patriotic events, nurturing them to grow into capable individuals with positive mindset and to contribute to the development of Macao and the nation.

澳門旅遊大學持續為澳門培育文旅和款待相關專業的人才，適逢全運會有五個比賽項目在澳舉行，共約380名澳旅大師生全力支持全運會澳門賽區，主要負責接待服務工作。學生發揮專業，把課堂上所學的禮儀、語言及管理技巧，應用到全運會接待志願服務的第一線，為全運會注入澳旅大的款待溫度。

全運會期間，全國各地運動健兒、技術官員等雲集澳門，澳旅大志願者駐守前線，各個接待地點都能見到學生積極服務的親切身影，讓來澳的運動員親身感受到澳門及澳旅大學生的熱情。

澳旅大學生事務處處長朱振榮表示，很難得有機會讓老師和學生以志願者身份參與國家級體育盛事，而非只是作觀眾走進賽場；澳旅大更大力支持，在運動會期間作了調課安排，讓師生們可以全力以赴投入工作。他表示學生們通過參與是次志願服務，能親身體會到組織大型體育盛事背後所需的龐大協調工作，每項細節都考驗專業與應變能力。澳旅大的師生志願者定必全力以赴，以專業、活力與微笑搭建友誼橋樑，讓來自全國的運動健兒、技術官員等對全運會澳門賽區的記憶不止於精彩賽事，更記住澳門青年真誠而優質的款待，也向全國展現澳門新一代的熱情與擔當。

On November 14th, 2024, the Heal Your Soul Club, a UTM sub-club, partnered with the Macau Special Olympics to host an event titled The Language of “Seng” Accessible Adventures – a light clay workshop at iRetail Lab. This engaging event aimed to empower individuals with special needs, offering them a platform to express themselves and connect with university students. Under the guidance of artist Mr. Che Kin Seng and dedicated staff from the Special Olympics, participants transformed colorful light clay into imaginative creations, including Mr. Che's signature piece, "Hippo Dragon (河馬龍)." Students from different programmes have participated in this event. The atmosphere was filled with laughter and creativity, allowing students to enjoy hands-on crafting while gaining a deeper understanding of the potential and unique needs of special groups.

The workshop helped students enhance their empathy for individuals with special needs. Under Mr. Che Kin Seng’s guidance, they expressed creativity, built connections, and learned skills. This experience raised their awareness of the importance of support and advocacy, fostering personal growth and inspiring future involvement.

Building on the success of The Language of “Seng” – a light clay workshop, students of the Heal Your Soul Club and teams of Special Olympics came together again to hold a sharing session on November 30th, 2024 for the project titled "Outdoor Interactive Theatre: Seeing You and Me." Director Ku Ieng Un from Special Olympics was invited to share his vision and insights about the project. Director Ku shared that “this innovative community arts project encouraged public participation in creative expression, enriching Macao's cultural landscape while promoting a greater understanding of inclusive arts”. During the sharing session, participants openly discussed their experiences and feelings, providing students with valuable insights into the challenges faced by individuals with intellectual disabilities. This meaningful exchange encouraged students to reflect on their potential role in advocating for inclusion and acceptance within society.

At the end of the session, the Heal Your Soul Club president thanked everyone and concluded that these initiatives help bridge gaps between diverse backgrounds and cultivate a more tolerant social environment. Their goal is to create a community that embraces differences and nurtures connections among individuals of all abilities, building a compassionate and inclusive future for everyone. The Heal Your Soul Club will organize more meaningful activities for UTM students.

A UTM Volunteer Circle team successfully completed a one-week Volunteer Teaching Activity (VTA) at the Xia Jiang High School in Cong Jiang County, Guizhou. The main aim was to support local teachers in their English language teaching, as well as to provide a platform for inter-cultural exchange between the UTM students and their Xia Jiang High School counterparts.

A group of 19 students from the UTM Volunteer Circle led by an undergraduate student Cheng Haoran from Tourism Event Management degree programme Year 2, and accompanied by a lecturer, Mr. Stephen Sayers, engaged in English-language teaching support at the Xia Jiang High School, 21 to 28 December in 2024.

The UTM Volunteer Circle organised the trip with help from the University’s Pedagogic Affairs Department.

Although this was the UTM Volunteer Circle’s eighth trip to Cong Jiang County, it was the first time the team was asked to serve in a small town. The Xia Jiang township, with a population of 30,000, is located in the south-west corner of the county. It is home to many ethnic Minorities peoples, including Miao, Dong, Shui, and Zhuang.

The Xia Jiang High School has 1,300 students in Grades 7 to 9. Just 100 students live in the township, while the remaining 1,200 live in villages and hamlets in the surrounding area. These students live on campus in hostel accommodation during the week and return home in weekends.

The UTM volunteers arrived in Xia Jiang town, on 21 December in the evening. To strengthen team spirit and their sense of mission, after a local meal, they engaged in a preliminary orientation. They discussed the issue of poverty alleviation. They explored the idea of a two-fold moral purpose – through contributing to nation building and more broadly to humanity, their own holistic transformation takes place.

On 22 December, volunteers were free to explore the township. Some ventured into the mountains nearby to witness the “Bull-fight”, a local custom that attracts several thousand locals. It is said that traditionally villagers would settle their disputes through this means.

In the late afternoon, the volunteers were formally welcomed by Vice-Principal Yang Xiaolin, and Vice-Principal He Xingjian of the Xia Jiang High School. UTM students were assigned in pairs to a class under the guidance of a local teacher. Vice-Principal Yang explained that in 2023, among their students who had gone on to senior high-school, 35 had been able to enter university.

From 23 to 27 December, the UTM students provided teaching support for English classes for Grades 7 and 8. They raised local student’s interest in learning English and shared videos and information about Macao. “Our students grew in their capacity to adapt lessons to the student’s needs and daily lives”, said Mr. Sayers. “Yet most touching to me was seeing how the immersive experience promoted meaningful interactions between our student volunteers and the local community which resulted in lasting friendships and mutual respect – our world needs much more of this”, he further added.

Students traveled back to Macao on 28 December. Though the sunset brought to an end yet another memorable trip, for each volunteer and member of the Xia Jiang community the special memories created will surely remain forever.

Content: UTM Lecturer Mr. Stephen Sayers, Centre for Education Quality Management
Editor: UTM Public Relations Team

A UTM Volunteer Circle delegation conducted in early June an eight-day English-language teaching programme at Congjiang No.3 Middle School. The initiative involved English instruction, cultural immersion, and collaboration with local educators, and received positive feedback from UTM participants and local teachers

A group of 19 students from the UTM Volunteer Circle conducted an English-language teaching programme at the Congjiang No.3 Middle School in Congjiang County, Guizhou Province. The exchange scheme took place from 1 to 8 June.

The UTM Volunteer Circle organised the pro bono effort with assistance from the University’s Pedagogic Affairs Department. Participating students covered part of their own transportation and accommodation expenses. The programme was also sponsored by UTM.

The University, through the UTM Volunteer Circle, has a steady commitment to supporting English-language teaching in Congjiang. The latter is located in the mountainous Qiandongnan Miao and Dong Autonomous Prefecture.

This volunteering initiative, now in its seventh edition, aligns with the cooperation framework agreement established in 2018 between the People’s Government of Guizhou Province, the Macao SAR Government, and the Liaison Office of the Central People’s Government in the Macao SAR, focusing on poverty alleviation in Guizhou Province.

On 1 June, UTM Assistant Professor Dr. Yan Io Man U accompanied the students to Congjiang from Zhuhai by high-speed train. After a trip of more than five hours, they arrived in Congjiang in the afternoon of the same day.

The following day, the UTM delegation visited a famous heritage park in Congjiang to learn more about the local culture and history. On 3 June, they visited the Congjiang No.3 Middle School for the first time. The school head, 10 teachers of English, and an officer from the local education department welcomed the UTM Volunteer Circle group and organised an orientation session for them.

UTM students were then assigned in pairs to a respective group of local pupils. Assistance was also offered to each group, from a local teacher of English, to give guidance on the local teaching style concerning study of English as a foreign language.

From 4 to 7 June, the UTM students provided teaching support for English classes for Form 1 and 2 students, under supervision of the local teachers. In addition, UTM students helped to correct English assignments and tests done by the students.

The local pupils “were attentive to our students’ teaching,” said Dr. Io. “Our students played English games and showed English videos about Macao and UTM study life in class, aiming to increase the classes’ interest in English,” she added. “The feedback from the local teachers and the classes was very positive, and our UTM students also recognised that they had learned much from this teaching programme,” Dr. Io further noted.

Content: UTM Assistant Professor Dr. Yan Io Man U, Faculty of Innovative Hospitality Management
Editor: UTM Public Relations Team

The Macao University of Tourism (UTM) continues to offer integrated entrepreneurship course, aiming to cultivate an innovative and entrepreneurial mindset with practical skills among students. This academic year, students from the entrepreneurship course in the Tourism Business Management programme developed a comprehensive marketing strategy for the Bosco Green Store, boosting its visibility and visitor numbers.

As the first social enterprise supported by the Bosco Youth Service Network in Macao, the store focuses on selling environmentally friendly cleaning products and serves as a sales outlet for Macao's culturally and creatively inclined youth. Additionally, the initiative seeks to foster employment opportunities for Bosco Youth Service Network members, including those with learning difficulties and autism, thereby aiding their career development.

Led by Dr Fernando Lourenço, the students conducted comprehensive research to understand market segmentation and the specific preferences of potential customers for environmental cleaning products, personal care items, and cultural products. This included an analysis of competitors, which informed their strategies for competitive positioning. Tasked with developing effective business models and marketing strategies for Bosco Green Store, the students also implemented a three-week social media campaign to boost the store's visibility and number of visitors. The store manager, Ms Luana Chan reported an increase in store visits and enhanced engagement on their social media accounts as a result of the project. In the end, all research reports, business models, and marketing materials produced by the students were provided to Bosco Green Store to aid their ongoing development and application.

This project exemplifies UTM’s commitment to providing hands-on learning experiences while supporting local social enterprises. It allows students to grasp the real-world challenges small businesses face and apply theoretical knowledge from their coursework to practical scenarios.

The Macao Institute for Tourism Studies (IFTM) is dedicated to offer students with practical opportunities related to entrepreneurship. Students from Tourism Retail and Marketing Management programme have embarked on an industrial project aimed at supporting the rural revitalisation of ChaKeng Village in Jiangmen.

This project is a collaborative effort guided by Dr. Fernando Lourenço, Assistant Professor of IFTM, and backed by the Guangdong Youth Federation, Macao Youth Federation, Macau-Guangdong Youth Exchange Promotion Association and Macao Foundation. Students participated as members of the "Beautiful Village Planning and Construction" Youth Service Team launched by the Guangdong Youth Federation.

The project began with an extensive site visit to Jiangmen Chakeng Village and its neighbour Chenpi Village. After the visit, the students analysed the locations and compared ChaKeng Village to successful rural revitalisation initiatives from around the world. Combining meticulous research and innovative thinking, the student teams developed product concepts centred around the renowned and nationally recognised top-quality tangerine peel (chenpi). Furthermore, the students devised rural tourism strategies that effectively showcased the distinctive elements of the village. They employed three-dimensional design and visual aids to illustrate their ideas vividly. The project’s outcome was a collection of ideas for product diversification, mainly focusing on utilising the village’s tangerine peel and proposed improvements to the local tourism offerings to attract more frequent visitors.

This project enabled the students to channel their acquired knowledge in marketing and branding into real-world applications, offering them invaluable first-hand experience in national rural revitalisation strategies. Additionally, it served as a unique platform to engage with the Greater Bay Area, unfurling many career and entrepreneurial opportunities.

IFTM prioritises a pedagogical approach that melds theoretical learning with practical application. This methodology enriches students’ educational journey and contributes positively to local communities, establishing a symbiotic relationship between academia, government and the industry.

Students of the Bachelor of Science in Cultural and Heritage Management programme at the Macao Institute for Tourism Studies (IFTM) recently participated in the local intangible cultural heritage festival, the Macao Festival of the Drunken Dragon, to experience and learn the atmosphere and values of the traditional festival as volunteers.

The Macao Feast of the Drunken Dragon and the Lion Dance Gala is a traditional folk custom in Macao. It is an annual event organised and celebrated among fishmongers, and was successfully listed in the Intangible Cultural Heritage of Macao and the National Representative List of Intangible Heritage Projects in 2009 and 2011, respectively. The event is organised by the Associação dos Comerciantes de Peixe Fresco de Macau, representing seven local markets located on the Macao Peninsula: Complexo Municipal do Mercado de S. Domingos, Complexo Municipal do Mercado de S. Lourenço, Mercado Municipal do Bairro Iao Hon, Mercado Provisório do Mercado Vermelho, Mercado Municipal Horta da Mitra, Complexo Municipal do Mercado de Tamagini Barbosa, and Mercado Municipal do Patane.

On the night of the seventh day of the lunar calendar of April, Macao fishmongers gather with friends, families, and volunteers to enjoy a Dragon Boat Rice traditional gathering dinner – ‘Poon Choi’ (Basin Meal) in front of their markets. During the banquet, Macao fishmongers and performers perform the drunken dragon dance and conduct a ritual ceremony. On the eighth day of April, the Association’s members gather in front of the Pagode Sam Cai Vu Cun, where they perform Taoist rituals, a Drunken Dragon and Lion Dance Parade, and distribute Longevity Rice for free in each market, symbolising the spirit of “selflessness”, “dedication”, “gratitude”, and “unity”.

Ms. Kate Kwan, an IFTM alumna of Bachelor of Science in Tourism Business Management, who is also the coordinator of this year’s event, has been sharing the origin, inheritance, and conservation of this traditional festival with many students from various disciplines for long. This year, she successfully engaged 17 undergraduate students from IFTM to this meaningful event. The students are mainly from the Cultural and Heritage Management, Tourism Business Management, and Tourism Retail and Marketing Management degree programmes. They actively served as volunteers to this event while helped preparing for the Free Longevity Rice Distribution at the Mercado Provisório do Mercado Vermelho. The students experienced and deepened their understanding of the festive atmosphere and culture through volunteering. They realised the significance of festivals as a community-based practice, inheritance, and deeply felt the social values and cohesive forces of this traditional folk custom. The students unanimously expressed that such practical activities enabled them to deeply penetrate and experience local traditional customs in the community, as well as enriching their knowledge and memories. Students also expressed their willingness to participate again next year.

This festival also gained support from the active participation by the IFTM faculty members and scholars. Through working within the community, both teachers and students can fully experience the uniqueness and value of this tradition regarding its role in representing Macao’s intangible heritage.