How Macao Plans to Become the MICE Destination of Choice
As Macao diversifies its economy under a new strategic initiative, the city's capacity to host a wide range of business and entertainment events could catalyze growth.
Rapturous applause fills the theater in Macao as event co-founder Jason Ho walks on stage to inaugurate BEYOND Expo 2024, Asia’s leading technology event.
In the nearby neon-lit exhibition hall, thousands of visitors marvel at the latest tech from the world’s most innovative companies. There are robots of all shapes and sizes, flying vehicles, VR headsets, and pioneering entrepreneurs pitching investors, leading many to call BEYOND Expo Asia’s CES.
“BEYOND Expo combines opulence with cutting-edge technology, connecting APAC’s tech ecosystem with global tech communities,” says Ho.
The event attracted 20,000 attendees and 820 exhibitors from around the world in 2024, making it the biggest and most international BEYOND Expo to date, but Ho promises that next year will be bigger, more impactful, and more fun.
BEYOND Expo is just one of hundreds of major events held each year in Macao, a city famous for its luxurious integrated resorts, unique culture, and rapidly growing meetings, incentives, conferences, and exhibitions (MICE) sector.
Making Macao the Ideal MICE Destination
Macao hosted 1,139 MICE events in 20231 and aims to host up to 2,500 by 2028 as part of its strategy to diversify its economy.2 A host of new initiatives will make that possible, says Vincent U, President of Commerce and Investment Promotion Institute, Macao SAR.
For example, Macao currently has over 240,000 square meters of international conference and exhibition venues and more than 48,000 hotel rooms with world-leading hardware and software facilities. Several integrated resorts and leisure enterprises will expand and renovate their exhibition facilities in 2024.
To help with the complexity and logistical challenges of organizing MICE events, the Commerce and Investment Promotion Institute provides a “One-stop Service” for event organizers interested in hosting conventions or exhibitions in the city. This service includes a free consultation, support services such as accelerated entry-exit permits, and the “Convention and Exhibition Financial Support Programme,” which offers financial support to event organizers for 18 different categories including hotel accommodation, catering, venue rental, and local transportation.
To further support the industry, Macao is increasing the number of higher education courses related to the MICE sector, with the aim of roughly doubling the number of MICE professionals with industry-specific certificates from prestigious institutions.3 Macao also aims to encourage renowned international convention and exhibition companies from abroad to settle in the city, helping make Macao the ideal MICE destination.
In response to concerns among event organizers about sustainability, The Macao Fair & Trade Association launched the MICE events emission carbon calculator. This tool provides organizers, exhibitors, contractors, venue providers, and visitors with guidance and assistance in adopting practical measures to reduce their carbon emissions and lower the environmental impact of the MICE industry.
“In the first half of 2024, Macao successfully hosted a number of internationally influential conventions and exhibitions, such as the Asia Pacific Conference of The Global Association of the Exhibition Industry,” says U. “Events like these affirm Macao’s ability to organize international MICE events, enrich the practical experiences of our MICE talents, and demonstrate the sustainable development of our local MICE industry."
Utilizing the Macao Advantage
As attendees swap business cards and wave goodbye, marking the end of BEYOND Expo 2024, Jason Ho is busy making plans for next year's event. Macao has been the home of the BEYOND Expo since its launch in 2020, and a big reason for this is the city's extraordinary ability to host world-class events.
“We created BEYOND Expo to utilize the Macao advantage,” says Ho as he gazes across the expansive exhibition hall bustling with venue staff. “Macao offers world-class infrastructure, a wide range of hotel accommodations, and a favorable environment for large-scale international events.”
In particular, Ho acknowledges the Government’s efforts in promoting neutrality and openness make Macao a welcoming venue for global participants. “This supportive backdrop allows us to focus on delivering an unparalleled expo experience, where innovation and collaboration can flourish.”
Ho credits Macao’s strategic location within the Greater Bay Area, an area encompassing nine cities including Hong Kong, Guangzhou, and Shenzhen, with a population of over 86 million.4 Plus, thanks to the Hong Kong-Zhuhai-Macao Bridge, travel between these locations has never been easier.
“The Greater Bay Area is a vast and dynamic market, significantly larger than Macao itself, providing companies that participate in our event with enhanced access to markets and capital,” says Ho. “Additionally, there are numerous companies within the area that have the potential and strategy to go global, further enriching the Expo with diverse perspectives and innovations.”
During this exciting period of tech innovation, Macao’s regional connectivity and global outlook position the city as the ideal meeting place for the world. As the local MICE industry continues to grow, organizers and attendees can expect to see more of the world’s biggest events held here over the coming years.
“Our overarching goal is to craft a multifaceted tech festival that transcends traditional expos, providing a platform where participants can enjoy, network, and celebrate innovation together,” says Ho. “Macao’s resorts, event facilities, and support staff are world-class, helping accelerate our vision—there’s nowhere else like it.”
