The casino sector, particularly in its post liberalization phase since 2002, has been the principal growth driver behind the phenomenal growth in tourism witnessed by Macao in recent years. Given the downside of over-reliance on a single growth engine (gaming, in this case), policymakers have recognized the significance of the MICE sector in contributing to a sustainable and robust growth of Macao’s tourism driven economy. The unprecedented spurt in tourism infrastructure development is transforming this once sleepy enclave into the Las Vegas of the East and it is in this context that this study analyzes Macao’s position as an emerging MICE destination.
The challenges that Macao has to contend with and the opportunities it can leverage as a MICE destination in its own right are discussed in this paper. Results of a survey using a convenience sample of regional stakeholders are used in assessing the factors that determine the building of a successful MICE destination and Macao’s performance indicators vis-à-vis these attributes are assessed. Building on an earlier version of this study, an overview of the post-survey developments is provided. The issues that this study brings into focus can help inform policy making and execution that will enhance Macao’s image and position as a competitive MICE destination.
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