Its "One Plus Four" strategy targets Muslim travellers.

Forget the flashing lights and gleaming resorts for a moment. Macao, the glitzy gaming hub of Southeast Asia, is rolling the dice on a new strategy: attracting Muslim tourists. This shift is spearheaded by the Macao Government Tourism Office (MGTO) as part of the city’s plan to diversify its tourism markets and economy.

How does Macao’s 1+4 strategy work for Muslim travellers?

Since reopening borders last year, the government has focused on the '1+4 strategy' to advance four emerging industries: health and wellness, finance, innovative technology, and MICE. Developing Macao as a Muslim-friendly destination is a key element of this strategy.

Maria Helena De Senna Fernandes, director of Macao Government Tourism Office (MGTO) speaking at a press conference during PATA Annual Summit 2024, touching on the topic of attracting Muslim travellers to Macao. Photo Credit: PATA

“Before the pandemic, most of our tourists came from mainland China. We weren’t used to receiving large numbers of Muslim tourists, but we see their growing presence not just internationally but also within the mainland Chinese Muslim community. We need to address this,” said MGTO director Maria Helena De Senna Fernandes.

To achieve this vision, MGTO has conducted industry training and participated in halal-related exhibitions and workshops to enhance Macao’s appeal to Muslim travellers. Last year, they organised the "Islamic Culture in Tourism" workshop with Imam Ding Shao Jie of the Islamic Association of Macau, focusing on the religious and cultural needs of Islamic visitors.

“We also ran courses during the pandemic to educate the local industry on serving Muslim tourists. We are now working with one of the integrated resorts to introduce Muslim-friendly cuisine and hope to introduce halal certification in future,” Helena added. This is crucial for Muslim travellers to fully appreciate Macao’s culinary offerings, befitting its designation as a UNESCO City of Gastronomy in 2017.

Macao already has what it needs for Muslim travellers

But, Macao's appeal extends beyond its cuisine. While not directly on the Silk Route, Macao was influenced by the maritime Silk Route, fostering a vibrant exchange of goods, ideas and cultures. Echoes of Islamic influence is evident in landmarks like the Moorish Barracks, with their blend of Portuguese and Moorish architecture.

Azulejo tiles (pictured here in the Leal Senado building) adorn the walls all around the city. Photo Credit: Adobe Stock/Cozyta

The city's iconic azulejo tiles, found in the city’s alleyways and courtyards, trace their origins to early Islamic tile art in the Iberian Peninsula. Macanese cuisine, a fusion of Portuguese and Chinese culinary traditions, also reflects the influence of Middle Eastern and South Asian spice trade routes.

Macao had its best year in 2019 with 39.4 million visitors. Last year, it welcomed 28 million, and this year’s target is 33 million, including 2 million international visitors (excluding Mainland China, Hong Kong, and Taiwan).

While the exact number of Muslims in Macao remains unofficial (estimates range between 5,000 and 10,000, primarily non-resident workers), there's a clear commitment to cater to their needs. The city's 172-year-old mosque is slated for an upgrade, and plans are underway for a new, larger mosque to be built this year.

Macao's improved air connectivity is also helping to boost MGTO’s efforts. Air Macau offers direct flights to Jakarta and Kuala Lumpur and plans to add Middle East destinations, enhancing accessibility for Muslim travellers and diversifying Macao's visitor base.

The future looks bright for Macao as it strives to become a cultural oasis for Muslim travellers in Southeast Asia. Helena agreed that while progress is slow, "we are taking it step by step and moving towards the right direction.”