Macau destination report

1. Introduction
Macau is a developed traditional holiday destination, a legitimacy gambling tourism destination. It is a special Administrative Region of China, and located on the Southeast coast of China to the western bank of the Pearl River Delta. The area of 27.5 sq. km, population in Macau about 95% are Chinese, the remaining 5% includes Portuguese, Europeans and other regions. Chinese and Portuguese are the official languages, Cantonese being most widely spoken. The official languages are used in government departments in all official documents and communications. English is generally used in trade, tourism and commerce.
Base on the destination life cycle, Macau is between Maturity and Saturation stage. Macau is well developed, visitors are still willing visit Macau, some are visit Macau frequently. However, some demand is decreased, like hotel, it is starting saturation.
Ranking
According to UNWTO, Macau ranks the 20th position in terms of the World’s international tourist arrivals and ranks the 5th position in Asia and the Pacific region in 2010. Also, in terms of international tourism receipt, Macau ranks the 11th position among other destinations in the world and ranks the 3rd position in Asia and the Pacific Region in 2009. 2. Comprehensive Inventory and Audit
2.1 The profile of visit and visitors
Till to June 2015, the overnight visitors in Macau is around 1,000,000; the main visitors are from Mainland China, over 700,000 (63.8%), have decreased by 10.1% year-on-year, with those travelling under the Individual Visit Scheme falling by 4.2%. and Hong Kong visitors are over 500,000 (23.3%), increased by 2.0%. Long-haul visitors are not reached 100,000 (7.9%). (Government of Macau Special Administrative Region Statistics and Census Service, 2015)
2.2 The commercial tourism facilities
Macau has an exhibition center, the Venetian Macau which is a one-stop tradeshow partner and provide comprehensive assistance with all supporting services to the exhibition organizers. The exhibition center area is 74,682 square meters, can contain over 2,000 booths. (The Venetian Macau, 2015)
The hotels in Macau most are high level and for upper-class customers, for example, the Venetian Macau, Galaxy Macau, Mandarin Oriental and etc. Family and young people are cannot afford the price of these hotels.
Macau also has many attractions for tourists, (Macau.com, 2015) like Macau Giant Panda Pavilion; it is a home to two pandas which are endangered species. The pavilion is a 3,000 square meter state-of-the –art facility, including indoor activity quarters and an outdoor yard, and the logistic centers for feeding and caring the pandas. Ruins of St. Paul’s is the most famous landmark, also listed in 2005 UNESCO World Heritage site, the Historic Center of Macau. Kun lam Ecumenical Center is a 20 meters tall and made of special bronze, it is an ecumenical center where information is available on Buddhism, Taoism and Confucianism. Moreover, there are many temples in Macau, they are all historic and worth to visit. the natural and built environment, including transportation infrastructure
2.3 Event
The famous event in Macau cannot be doubted is Macau Grand Prix. It has recognized as the most international prestigious event on the Macau calendar. The annual Macau International Fireworks Display Contest is the other major event, it takes place on the Macau Tower Shorefront from mid- September to 1st October every year, and there are over 100 international items from different countries have participated in this event. (Macau Tourism, 2015) 3. Opportunities and Problems
3.1 Opportunities
3.1.1 New infrastructure
Hong Kong – Zhuhai – Macao Bridge (HZMB), linking Hong Kong Special Administrative Region (HKSAR), Zhuhai City of Guangdong Province and Macao Special Administrative Region. The bridge is aimed to meet the demand of passenger and freight land transport among Hong Kong, the Mainland and Macau; also establish a new land transport link between the east and west banks of the Pearl River, and to enhance the economic and sustainable development of the three places (Hong Kong-Zhuhai-Macau Bridge Related Hong Kong Projects, 2015).
Macau is adding more and more and more hotel rooms, there are some new five-star hotels will build in Macau that are for upper-class customers, for example in 2017, there will open “ Lisboa Palace Resort”
3.1.2 New attractions
Gambling is not the only image of Macau. There are different and new attractions for tourists.
Broadway Macau is connected to Galaxy Macau, is a hawker-style street market, aims to take people back to traditional Macau street markets. There also is a hotel with around 300 rooms; people can enjoy the panoramic view. Moreover, Broadway Theatre can provide 3,000-tiered seats and variety of shows, events, conventions and sports tournaments.
3D museum is the first huge art museum in Macau, the area is over 18,000 square feet , and has over 100 photography points in 7 theme zones, including MJ in 3D, 3D Jurassic World, 3D Macau Journey and etc. The 3D Macau Journey can let visitors “climb” on the Macau’s famous attractions elements, like Ruins of St. Paul, Macau Tower. Visitors can take interesting photos with the various exhibits and 3D paintings (Pier 16 3D World Macau, 2015).
Live-Action-Role-Play (LSRP) theme park launch in Macau in 2015, this is the first LSRP in Asia. The park will cover an area of over 9,290 m2 at Sands Cotai Central. The concept of the park is allow visitors to physically act out actions of fantasy characters in role-play games, pursue goals, and interact with other adventurers within an out of this world setting referred to as the Magic Stone Kingdom (Michelle, S., 2014).
Studio City Macau open in 2015, is it a new entertainment capital, including hotel, signature entertainment, dining, shopping and casino; the target of Studio City Macau is upper-class customers. Hotel offers a range of luxury accommodation; Entertainment provides customers with a truly unforgettable experience. There are the heights of Asia’s Highest Ferris Wheel, a pulse-racing adventure with Batman Dark Flight, the House of Magic, and the 5,000-seat Studio City Event Center, with characters at the Warner Bros. Fun Zone or party at the nightclub; Dining provides global dining experiences with over 30 outlets, and has including premium restaurants and casual dining. Macau Gourmet Walk presents a "dai pai dong" inspired dining area lined with local food stalls to give customers a true taste of Macau; also provides a shopping wonderland, to bring different brands in shopping streets, the area has cover 350,000 square feet; Casino has took 500,000-square-foot and offers the world’s most popular table games (Studio City Macau, 2015).
Problem of competitors
Hong Kong being the competitor of Macau, well development international travel destination, however its development stage has reached decline, more and more visitors, the political problem starting appear. 4.2 Problem
3.2.1Economic impacts
The more and more hotels leading over supply and low demand. Also the hotel main target is the upper-class customer, the market segment is too narrow. If the issue have not improve, the price of hotels would decrease and create an unhealthy industry.
The economy of Macau is 90% from gambling, this situation is not a good sign.
Social impacts students left school before graduation. About one-third of them went to work in the gaming industry. A large amount of the labor force is not well-educated. only 23.3% had a university degree. (Zhidong, H., 2015)
Environmental impacts
According to the Macau government’s Environmental Protection Committee, in 2003 there were 14 to 24 days when the air quality was bad; the overall quality of air in Macau has worsened (Zhidong, H., 2015).

4. SWOT analysis (destination competitiveness)
4.1 Strength
Macau as a gambling city, gambling is an industry that earning money. Macau is the only one city in Asia that can gambling legality.
4.2 Weakness
Macau airport cannot afford long-haul passages, there are no long-haul flights depart or import in Macau. If visitors visit Macau, they need to first go to Hong Kong or other destinations, cannot visit to Macau directly, the attractive decreased.
Hotels rooms is over supply, many five-star hotels build in Macau, the target only are the upper-class customers, the other types of customers cannot afford the expensive hotel rooms. The rooms cannot sell, the price will decrease, and this would create an unhealthy industry.
4.3 Opportunities
Hong Kong-Zhuhai-Macau Bridge can enhance the linking among the three regions. Mainland China visitors are becoming potential visitors, their economy is growing faster, they are willing to spend money. Moreover, the bridge is aim to enhance the economy of the three regions
4.4 Threat
Hong Kong is a threat for Macau, it has already an international travel destination and nearby Macau, many tourists are likely visit Hong King first them come to Macau. Macau is not the first choice of visitors.

5. Development Plan
To solve the problem above, there is a development plan for the new target – family. Family is a group of people; the spending is double or triple. They are also much willing to spend money for family fun. To attract new target, marketing is necessary, it will divided Internal Destination Development (IDD) and External Destination Marketing (EDM).
Intangible cultural heritage (Mazu belief and customs, Yueju opera)
Other development )
Internal Destination Marketing Activities (IDD)
Internal Destination Development is the forms of activity undertaken by the DMO to develop and maintain tourism in the destination, the activities are require the action and resources of other destination stakeholder. The role of DMO is primary helps to coordinate the development of resources (Angelo, P., Lorn, S., Brent, R., 2005).
Macau also has world heritage, inscribed on UNESCO world heritage in 2005, the buildings are over hundred year from Portugal government. Visitors ca know more about Macau 400 years history. Macau and Zhuhai have cooperate on tourism, there is a theme park can attract family target. Macau Fisherman’s Wharf is a the largest leisure and entertainment complex on the Macau Peninsula. It has featuring Babylon Casino, convention and exhibition center, hotels, a theme park and dining, shopping and entertainment facilities, to create a unique and multicultural experience for visitors. External Destination Marketing Activities (EDM)
External Destination Marketing is aimed to attract visitors to the destination. The image of Macau is gambling, the other Las Vegas in Asia. To change the image, not only internal improvement, also match with external marketing. Media is a powerful marketing tool, through media to promote Macau is the most efficiency way, and different people can receive the message at the same time. The promotion need to develop Macau as a travel central of Asia, people think about Macau first when they want to travel Asia. Macau can provide packages for tourists, including ferry tickets, hotel and entertainment. Also, government can publish events, let the public can participate in and to draw people attention, like mage exhibition.
Goal and objectives
The goal of this plan is to change the image and attract family target group visit Macau. There are some objectives from three aspects. For marketing aspect, to fix up the image of Macau to healthy image, a family travel destination. For sustainability aspect , the economy would not tend to single industry. For development aspect, improve the life quality of Macau.
PPP – Public-Private-partnership
For the plan to be succeed, it is necessary the different parities to cooperate together, Partnership-Private-Partnership (PPP). Public sector is government, the policy planning, infrastructure development, connect different parties, these are need government to finish. Private sectors are the organizations or companies; they can spend money to support or be sponsor for the development. There are some activities are need private sector to assistance and to be succeed. 6. Possible policies/Regulations/Legislation
Base on the problem tvat mentioned above, the government can do something to solve that. Provide more training for people to different careers, especially language, being the international travel destination. Air pollution need to improve, the government can limit the fuel of transportation (i.e. cars). Recently, there are the new SARS, the import control need more careful, people need pass the temperature check, and finish the form of healthy in detail. 7. Outline cost
Subtotal individual/major items sources of income
Marketing
The main cost marketing, the cost of promotion, the events.
Facilities Development
Second cost is facilities development, to improve the facilities to support the events. 8. Conclusion and Recommendations
In the future, Macau can increase MICE facilities and hold more events, to make different form other destinations. The other entertainment development are also needed, it is important to change the gambling image.

References http://www.dsec.gov.mo/Statistic/TourismAndServices/VisitorArrivals/VisitorArrivals2015M06.aspx http://www.macau.com/en/things-to-do_attractions-2.html http://www.venetianmacao.com/mice/exhibitions/facilities.html http://en.macautourism.gov.mo/events/majorevent.php http://www.hzmb.hk/eng/index.html http://www.hotelchatter.com/story/2015/4/27/165526/812/hotels/Macau_Hotel_Madness%3A_Who's_Opening_There_Next%3F_ http://www.broadwaymacau.com.mo/en/macau-broadway-hotel/room-types http://pier16macau3dw.com/ https://au.totaltravel.yahoo.com/news/a/25543643/role-play-theme-park-to-open-in-macau/ http://clapway.com/2014/11/17/asias-first-live-action-role-play-theme-park123/ http://www.studiocity-macau.com/en/index.php#aboutUs http://chinaperspectives.revues.org/552#tocto1n3