Global Tourism Economy Forum in Macao calls for more resilient tourism - Get updated on what's happening in tourism!

The 12th Global Tourism Economy Forum opened in Macao on 18 October 2026, bringing together government representatives, tourism executives and international organisations to examine the industry's response to economic uncertainty and changing travel patterns. Held at the MGM Theater in MGM COTAI, the event focuses on resilience, sustainable development and the need to create greater economic and social value through tourism.

Returning to its founding city after the previous edition was held in Harbin, the forum operates under the theme “Crisis Resilience Evolution — Building a Tourism Economy for a Shared Future”. Discussions address the challenges facing destinations and tourism businesses, including economic volatility, geopolitical tensions, environmental pressures and changing consumer expectations. Particular attention is being given to cooperation between public authorities and private companies as the industry seeks new sources of growth.

The event is organised by the Macao government's Secretariat for Economy and Finance in collaboration with UN Tourism. The World Travel & Tourism Council (WTTC) participates as a collaborating organisation, while the Macao Government Tourism Office and the China Chamber of Tourism serve as co-organisers. International partners include the Pacific Asia Travel Association and the European Travel Commission, reflecting the forum's role as a meeting point between Asian and international tourism markets.

International travel growth remains positive

Speaking at the opening, UN Tourism Secretary-General Shaikha Al Nuwais highlighted the continued resilience of international travel despite geopolitical uncertainty. According to figures presented at the forum, 690 million international journeys had been recorded during the reporting period, approximately three million more than in the comparable period of the previous year.

The figures suggest that international tourism continues to grow, although the discussion in Macao placed increasing emphasis on the quality and wider benefits of that growth.

"But success is not only about how many people travel. It's about what their journeys create for destinations and for communities," Al Nuwais said.

She stressed the importance of workforce development, professional skills and service quality as travellers' expectations evolve. Macao, she noted, provides an example of a destination seeking to move from visitor volume towards higher-value tourism by combining culture, gastronomy, health and innovation.

WTTC President and CEO Gloria Guevara also identified China as an important driver of international tourism growth. She pointed to visa exemptions and improved transport connectivity as factors supporting travel demand, while emphasising the importance of cooperation between governments and the private sector.

The discussions reflect a broader shift in tourism policy. Rather than focusing exclusively on increasing arrivals, destinations are increasingly examining how tourism can support employment, local businesses, cultural preservation and long-term economic stability.

China and Europe explore common priorities

Spain participated as the forum's partner country, providing a European perspective on the challenges facing major tourism destinations.

Miguel Sanz Castedo, Director General of Turespaña and President of the European Travel Commission, highlighted the importance of creating greater value through tourism while balancing technological development with the human dimension of travel.

"Spain and China are among the world's leading tourism powers," he said, pointing to shared questions surrounding sustainability, innovation and the contribution of tourism to economic prosperity and wellbeing.

China's wider economic transformation also featured prominently in the programme. Former Vice Minister of Foreign Trade and Economic Cooperation Long Yongtu argued that closer integration between tourism and other economic sectors could strengthen resilience and distribute benefits more widely among local communities.

Environmental responsibility, cultural integration and digital innovation were identified as important elements of future development. Speakers also addressed the opportunities created by more accessible international travel and the growing importance of cooperation between destinations.

Hainan, participating as the featured Chinese province, presented its development ambitions in connection with the Hainan Free Trade Port. Executive Vice Governor Bateer emphasised opportunities for tourism investment and cooperation, drawing parallels between Hainan's international ambitions and Macao's position as a centre of cultural exchange.

Macao strengthens its international tourism role

For Macao, hosting the forum is closely linked to its strategy of diversifying the economy beyond its traditional tourism and entertainment activities.

Chief Executive Sam Hou Fai described the event as an established platform for international dialogue and cooperation. He reiterated Macao's ambition to strengthen its position as a World Centre of Tourism and Leisure while developing cultural and economic connections between China and international partners.

Forum Chairman Ho Hau Wah also highlighted the event's geographical expansion. The 2025 edition in Harbin marked the first time the forum had been organised outside Macao, extending its reach into other Chinese regions.

Established in 2012, the Global Tourism Economy Forum has now held twelve editions. According to the organisers, its first eleven editions attracted more than 15,500 delegates from 88 countries and regions, with over 780 speakers contributing to discussions on international tourism development.

The latest gathering continues that international dialogue at a time when the tourism industry faces the dual challenge of maintaining growth and adapting to economic, environmental and social pressures. For destinations and tourism businesses, the central question is increasingly not simply how to attract more visitors, but how to ensure that tourism generates lasting benefits for the communities and economies that depend on it.

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