- Macao will once again take centre stage in international tourism with the 12th edition of the Global Tourism Economy Forum, which will bring together government representatives, business leaders, academics and senior officials from international organisations across five continents from 15 to 17 October.
- The event aims to foster new responses to the profound changes currently reshaping the global tourism industry.
Under a theme focused on crisis, resilience and transformation, the Forum will explore how tourism’s considerable economic and social influence can be harnessed as a driver of sustainable development, cooperation and new opportunities. The sector is navigating an increasingly complex environment shaped by geopolitical tensions, economic uncertainty, climate-related events and rapid technological advances that are transforming both destination management and travellers’ expectations.
The Forum will place particular emphasis on five key areas: resilient governance, technology and innovation, emerging traveller profiles, culture and identity, and sustainable growth. These themes will provide a framework for examining how destinations can anticipate crises and develop tourism models capable of remaining competitive while maintaining economic, social and environmental balance.
Artificial intelligence will feature prominently in the discussions. Its growing application in planning, marketing, visitor services and data analysis is already transforming numerous processes across the industry. Alongside AI, other technologies are enabling destinations and businesses to better understand traveller behaviour, personalise experiences and support more effective strategic decision-making.
The agenda will also examine connectivity between China and Europe, as well as links across Asia-Pacific markets, alongside opportunities for international investment. Mountain tourism, education, sport, cultural heritage revitalisation and new commercial experiences will form part of a broader vision aimed at extending the traditional boundaries of tourism and strengthening its relationship with other sectors of the economy.
One of the most significant aspects of this year’s edition will be Spain’s participation as Partner Country. Its presence will provide an opportunity to share expertise in destination management, regional development, sustainability and cultural heritage enhancement. Spain will therefore enjoy particular visibility at an event seeking to strengthen ties between China, Europe and other major inbound and outbound tourism markets.
Hainan, meanwhile, will participate as the featured province. The Chinese island province will showcase opportunities arising from its opening-up policies, Free Trade Port and measures designed to facilitate international travel. Cooperation with Macao is expected to encourage new multi-destination itineraries, increase visitor flows and create opportunities in meetings, incentives, conferences and exhibitions tourism.
The event will also feature business meetings, destination presentations and activities designed to facilitate agreements between companies, investors and institutions. Beyond the professional programme, participants will have opportunities to experience Macao’s World Heritage attractions, internationally recognised gastronomy and a range of cultural tourism and wellness offerings.
Macao approaches this major international gathering following a period of strong tourism activity. In 2025, it welcomed more than 40 million visitors, surpassing both its previous record and 2019 levels. Its tourism strategy is increasingly focused on moving from a model primarily driven by visitor volume towards greater diversification and higher added value, supported by its historical heritage and its status as a UNESCO Creative City of Gastronomy.
Since its establishment in 2012, the Global Tourism Economy Forum has held eleven editions and welcomed more than 15,500 participants from 88 countries and regions. This track record has established the Forum as an important platform for dialogue between China and the international tourism community.
The 2026 edition comes at a pivotal moment for an industry seeking to reconcile growth, innovation and sustainability. For three days, Macao will provide an international platform for discussions on strengthening global cooperation and building a tourism sector that is better equipped to withstand future crises, generate shared prosperity and respond to the evolving priorities of millions of travellers worldwide.
Source: TOURISM AND SOCIETY THINK TANK