Macau Government Tourist Office (MGTO) attended the third edition of World Tourism Conference, an event jointly organized by World Tourism Organization (UNWTO) and the Government of Malaysia in Malacca, Malaysia from 21-23 October 2013. The theme of World Tourism Conference 2013 is "Global Tourism: Game Changers and Pace Setters". The opening ceremony was officiated by Deputy Prime Minister of Malaysia, YAB Tan Sri Dato' Haji Muhyiddin Bin Mohd Yassin; Minister of Tourism and Culture, Malaysia, YB Dato' Seri Mohamed Nazri bin Abdul Aziz and the representative of Secretary General of UNWTO, Zoltan Somogyi, etc. MGTO Deputy Director Manuel Pires and Head of Communication and External Relations Department, Kathy Iong attended the opening ceremony and a series of panel discussions. World Tourism Conference serves as an exchange platform for UNWTO members. Various tourism ministers, officials and industry delegates came from worldwide to join the event. The conference hosted 13 panel discussions in 4 key areas. The sessions not only elaborated successful stories of different travel destinations and tourism organizations but also welcomed attendees to express their own perspectives. Official delegates and industry partners from different destinations also shared their tourism planning, development and marketing strategies with each other during panel discussions. The 4 key areas for discussion include Beyond Mass Tourism, Innovative Marketing, New Directions for Tourism Product Development as well as Tourism Debate: Boon or Bane of the Tourism Sector.