The city wants to shed its gaming skin and position itself more as a leisure destination for families
Macau is currently undergoing a rejuvenation drive, with a spate of new hotels and integrated resorts coming online within these few years.
Following the lavish opening of the Galaxy Phase 2 development and Broadway Macau in May, upcoming debuts this year include Studio City, St. Regis Macao and Crowne Plaza Macau. The list would extend beyond 2016/17 as Lisboa Palace, Palazzo Versace Macau, The Parisian Macao, the Karl Lagerfeld hotel, Wynn Palace and MGM Cotai are currently under construction.
Macau Government Tourist Office (MGTO), director, Maria Helena de Senna Fernandes, said: “The MGTO, along with the city tourism stakeholders, have been working to diversify both the tourism products and source markets to the city so that visitors from around the world have more reasons to come and stay longer.
“Our strategy all along has been to leverage the city’s well-known leisure and entertainment industry to develop related areas, such as reinforcing our calendar of events and festivals, organising MICE events and world-class shows, while enhancing elements such as shopping and dining.”
Galaxy Macau’s Phase 2 has seen the addition of more non-gaming elements. For instance, the expanded Grand Resort Deck features the Skytop Aquatic Adventure River Ride with the world’s longest skytop aquatic adventure river ride at 575m. Also, young ones can be kept entertained at the world’s largest JW Kids Club at JW Marriott Macau with its abundance of interactive activities.
When Studio City opens in 3Q2015, the US$3.2 billion destination will boast attractions such as the Golden Reel, Asia’s highest Ferris wheel; a Warner Bros-themed family entertainment centre; the Batman Dark Flight themed ride; a 5,000-seat multipurpose live performance arena; a live magic venue; as well as 1,600 hotel rooms, a vast array of F&B outlets and 32,500m2 of retail space.
MGM Cotai, set for a 2016 opening, will feature a convertible theatre capable of accommodating a variety of shows, and restaurants with American and Peruvian-Japanese cuisines.
Macau’s diversification drive has so far found favour with travel operators, many of whom are now keen to bait more families from the region with the city’s new offerings.
EGL Tours (Macau), general manager, Sabina Long, noting that Galaxy Macau’s pool has drawn many South-east Asian families this summer, said: “If Macau wants to vie for more traffic, it needs newer elements like playgrounds, theme parks, circus and magic shows to appeal to kids.”
The family market is an important and key differentiator for Sheraton Macao, which has been offering family packages and DreamWorks-themed family suites since its launch in 2012.
Said the hotel’s general manager of sales & marketing, Daniella Tonetto: “For Macau to grow as a family destination, more non-gaming offerings are needed to entertain the entire family. The good news is that Macau is moving in that direction, and we will soon see new properties offering much more activities for children and the young at heart.”
To woo more family visitors, Grand Lapa Macau and Grand Coloane Resort have rolled out value-added, family-oriented packages via third-party distribution channels such as OTAs and wholesalers, said regional director of sales for Hong Kong and new markets development, Antony Box.
He said: “We retain our usual mix of guests from key outbound destinations, primarily Hong Kong and southern China. Staycations are fast becoming popular among families wishing to avoid expensive airfares, in favour of more affordable options to escape and unwind.
“If Macau wants to drive this segment, it needs to provide (attractions) other than gambling. The challenge is to establish what that (attraction) is, especially in relation to the (mainland Chinese) market.”
This article was first published in TTG Asia, September 18, 2015 issue, on page 24. To read more, please view our digital edition or click here to subscribe.
