【Expand international markets】Macao debuts in China Pavilion at World Travel Market London

MACAU, November 9 - Macao Government Tourism Office (MGTO) recently took part in World Travel Market London (WTM London) at the Exhibition Centre London in the United Kingdom from 3 to 5 November, hosting a booth and destination presentation session at the China Pavilion. This marked the Macao SAR’s debut at the China Pavilion, organized by the China National Tourist Office London with the support of the Ministry of Culture and Tourism. MGTO leveraged this established travel trade platform to showcase Macao’s unique East-meets-West cultural appeal of “tourism +” to British and European tourism operators, further tapping into long-haul international visitor markets across Europe and beyond.

China Pavilion scales new heights at WTM London

Macao in collaborative showcase with Chinese provinces and municipalities

Gathering tourism professionals and businesses from around the world annually, World Travel Market London is a premier international travel trade fair in the United Kingdom (UK). This year, China set up the largest pavilion ever since its first-time participation in WTM London. Under the destination branding “Nihao! China”, the pavilion occupied an area of 487.5 square meters, an expansion of 22% compared with last year. The Macao SAR debuted at the national pavilion as one of the featured destinations among Chinese provinces and municipalities such as Beijing, Shanghai, Jiangsu, Zhejiang and Guangdong, strengthening collaborative marketing with the Chinese mainland. Their multi-destination tour routes were introduced to International tourism delegates and businesses at WTM London.

Taking the opportunity, MGTO attended the China Night — “Nihao! China” Winter Ice and Snow Tourism Promotion Event (“Promotion Event”) in London, hosting a showcase zone and presenting Macao’s latest tourism attractions to the British travel trade and cultural tourism entities. As one of the featured destinations at the Promotion Event in UK, Macao has been supporting the 2026 “Nihao! China” overseas promotion events since the series’ inaugural event in Berlin, Germany this March, laying a solid foundation for international tourism cooperation in the future.

Statistics indicate that European visitor arrivals surged by over 32% in Macao while the volume of British visitors increased by 5.4% year on year, from January to September 2026. Capitalizing on China’s 30-day visa-free policy for British citizens and the upward trend of China’s travel market, besides leveraging the facilitative transport measure for international visitors, MGTO seeks to create more favorable conditions to unlock the potential of the European visitor market.

Destination presentation showcases diverse cultural tourism appeal

MGTO also held a destination presentation session at the China Pavilion to share Macao’s latest travel information with tourism delegates. The session featured signature delicacies and Intangible Cultural Heritage performances to offer participants a window onto Macao’s gastronomic tapestry and cultural heritage, raising the destination’s reputation and appeal in long-haul markets.

Continuous destination marketing in Europe

MGTO joined various international travel fairs this year

With the Macao SAR’s positioning to develop into a world centre of tourism and leisure, MGTO has been actively participating in international travel fairs and promotional events. In addition to being commended as the “Preferred Destination 2026” by the Portuguese Association of Travel and Tourism Agencies, Macao was spotlighted by the Office at various travel fairs successively this year including FITUR in Spain, Lisbon Travel Market (BTL) in Portugal, ITB Berlin in Germany and IFTM Top Resa 2026 in Paris. With the support of the China National Tourist Office in London, MGTO also hosted a destination presentation session showcasing Macao’s cultural creativity and vibrant communities in London this March.

Through the synergy of promotion in international travel fairs, industry networking and cultural experiences offered, MGTO continues to tap into international visitor markets and highlight Macao’s destination appeal and the facilitative transport measure for international visitors, among global tourism industry partners.

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