To enhance students' understanding of Macau's tourism development trends and explore the boundless potential of the "Tourism + Retail" cross-sector integration, the Faculty of International Tourism and Management and the Institute for Smart Tourism and Gaming Research at the City University of Macau jointly held a thematic lecture on November 9 titled Step by Step: How High-End Tourism Retail Can Help Build Macau into a World Centre of Tourism and Leisure. The lecture was held at the Industry-Education Integration Practice Base of the Cheng Yue Hotel and featured Mr. James Law, Director of the Macau Marketing Association, as the keynote speaker.

Associate Professor Esther Kou Iok Teng presented a certificate of appreciation to Mr. Law on behalf of FITM

At the beginning of the lecture, Mr. Law set the scene with the latest industry data, painting a vivid picture of Macau's retail sector. He pointed out that in the second quarter of 2026, Macau's retail sales rose by 12% year-on-year, reaching MOP 18 billion. Among these, watches, jewellery, and cosmetics recorded strong double-digit growth. Meanwhile, non-gaming spending by visitors continued to rise, with shopping accounting for 46% of total expenditure, approaching MOP 10 billion. Mr. Law stressed that these figures clearly show high-end tourism retail has become a key growth engine driving Macau's moderate economic diversification.

Mr. Law explained Macau's high-end retail sales data to the students

Focusing on the core question of "how far is Macau from truly world-class experiences," Mr. Law then offered an in-depth analysis drawing on his extensive practical experience. He proposed that achieving the vision of a World Centre of Tourism and Leisure requires more than just data growth. He guided faculty and students to think along the lines of "Tourism + Retail" innovation, exploring how the service standards of high-end retail can be combined with Macau's unique cultural tourism resources to create comprehensive leisure experiences of global calibre.

Mr. Law is chatting with the students

The lecture saw lively interaction, with faculty and students actively raising questions on topics such as the service details of high-end retail, the sustainable development of non-gaming elements, and personal career planning and skill enhancement. Mr. Law patiently answered each question and encouraged students to stay grounded while cultivating international perspectives and business acumen. Participating students expressed that the lecture was rich in substance, offering not only a clear view of the real opportunities in Macau's tourism retail industry but also valuable direction for their future career development.

The students are listening carefully

The Faculty stated that it will continue to leverage the Industry-Education Integration Practice Base to invite more seasoned industry experts into the classroom, launching practice-oriented activities closely aligned with market trends. By building bridges between academia and industry, the Faculty aims to help students transform their professional knowledge into competitive practical skills amid the wave of cultural tourism integration and digital transformation, jointly contributing to the construction of Macau as a World Centre of Tourism and Leisure.

Student Reflections

Yaqi Wang (Doctoral Student in International Tourism Management)

This lecture began with data on visitor arrivals, total visitor spending, and per capita consumption in Macau, analysing market performance across retail sectors including watches and jewellery, leather goods, and cosmetics. It explained the importance of high-end retail to Macau as a World Centre of Tourism and Leisure, as well as the relationship between differentiation strategies and the integrated resort business ecosystem. Numerous local examples gave me a clearer understanding of shifts in customer structure and consumption habits. This lecture also helped me realise that the value of high-end retail extends beyond merchandise transactions. The key to differentiation strategy is not just about the number of brands, but rather the synergy among shopping, accommodation, and entertainment experiences. I am grateful to the Faculty for organising this lecture, providing us with a valuable opportunity to engage with real-world industry dynamics.

Yuejia Wu (Master's Student in International Hospitality and Tourism Management)

Participating in this thematic lecture was highly rewarding. Through detailed data analysis and real-life case studies, the lecture offered an in-depth look at the current state and future trends of Macau's high-end tourism retail industry, giving me a more comprehensive understanding of Macau's tourism sector. At the same time, I came to appreciate that enhancing tourism competitiveness is not just about attracting visitors. It also requires attention to consumer experience, service quality, and brand value. The lecture was both informative and inspiring, broadening my perspective on the tourism retail market and offering new angles for thinking about the future development of Macau's tourism industry. My sincere thanks go to the organisers for this excellent lecture and its insightful delivery.

Yilin Lai (Master's Student in International Hospitality and Tourism Management)

I gained a great deal from this lecture on Macau's high-end tourism retail. Through an analysis of visitor demographics and consumption data, the lecture explained the differences between red ocean and blue ocean strategies, and helped me understand that high-end retail is not merely about selling products. It is deeply intertwined with destination experiences. While Macau's visitor numbers are steadily growing, per capita consumption shows signs of divergence, making traditional sales models insufficient to meet diverse demands. Going forward, how to create differentiated experiences through conventions, exhibitions, culture, and distinctive venues has become a key challenge for Macau's high-end tourism retail development. This lecture broadened my academic horizons and provided new ideas and directions for my future research.

Written By | Mingxin Chen

Edited by | Wang Yaqi
Reviewed by | Esther Kou Iok Teng
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Contact: fitminfo@cityu.edu.mo