“Macao Week in Hangzhou” roadshow gains high popularity
The “Macao Week in Hangzhou” was staged smoothly for four consecutive days (26 – 29 March), actively spotlighting Macao as a healthy, safe and quality destination to attract Mainland visitors for travel and spending in Macao. Held at Hubin Pedestrian Street in Hangzhou, the mega roadshow showcased the city’s diverse offer of travel experiences, commercial opportunities and colorful dimensions of “tourism+”. The event attracted residents and visitors in Hangzhou in tandem with extensive promotions via different channels including social media which aroused fervent interest of Mainland netizens towards the “Macao Week”.
Colorful dimensions of “tourism+”
Organized by the Secretariat for Economy and Finance of the Macao Special Administrative Region Government, Hong Kong and Macao Affairs Office of Hangzhou Municipal People’s Government, Hangzhou Municipal Bureau of Culture, Radio, Television and Tourism as well as Shangcheng District People’s Government of Hangzhou Municipality, the Macao Week in Hangzhou rolled out a mega roadshow featuring different themed booths along Hubin Pedestrian Street including: overview about Macao, events and cultural tourism; Macao’s World Heritage, Intangible Cultural Heritage as well as cultural and creative industries; sport events; MinM made in Macao and local brands; products from Portuguese-speaking countries as well as a showcase of Macao’s tourism industry jointly presented by pertinent integrated tourism enterprises and airline company. The booths fully showcased integration across Macao’s sectors such as tourism + MICE, tourism + culture and creativity, tourism + e-commerce and tourism + sports.
Spectacular roadshow and travel offers attract visitors
Spectators abounded in the roadshow where participating entities rolled out promotions actively. Pertinent integrated tourism enterprises and airline company presented a total of 90-million-RMB special travel offers on air tickets, hotel accommodation, dining and more for sale at the roadshow and their platforms. The roadshow also staged 58 glamorous shows of cultural performances embodying Macao’s cultural symphony of China and Portugal, drawing a lot of spectators. Winning ardent participation of the public, the four-day extravaganza of Macao Week in Hangzhou attracted 702,700 spectators in total.
Online and offline promotional campaign
An extensive promotional campaign was rolled out for the Macao Week in Hangzhou online and offline through various channels. 11 Mainland travel/gourmet connoisseurs and anchors conducted 12 live streams at the roadshow to share the event highlights for broadcast on Douyin or Yizhibo. Among these, Macao travel products featuring pertinent integrated tourism enterprises and airline company were on live sale on Trip.com. As of 30 March, the 12 live streams have engaged over 38 million counts of live view and playback in total. A range of news media and travel KOLs also produced live videos, photos and featured articles of the roadshow for posting on Weibo, WeChat, Xiaohongshu, Douyin, and other news apps. In addition, the hashtag “#Macao Week in Hangzhou#” received over 16.81 million pageviews on Weibo. The event was also covered by various media from across the Mainland and Macao.
Macao Government Tourism Office (MGTO) actively promoted the Macao Week in Hangzhou via its official accounts on social media including WeChat, Weibo, Xiaohongshu and Douyin as well as by television and newspaper advertisements, to spotlight Macao as a healthy, safe and quality destination. Netizens expressed positive feedback and fervent interest in the “Macao Week”. Advertisements about the Macao Week in Hangzhou were also shown upon a giant outdoor LED screen at Hubin Pedestrian Street and posted at subway stations in the city.
“Tourism + MICE” mutually boost visitations
MGTO and the Macao Trade and Investment Promotion Institute (IPIM) organized a Macao tourism and MICE presentation seminar on 25 March to present the strengths of Macao’s tourism and MICE industries. Featuring a business matching and networking session, the seminar engaged around 180 tourism and MICE industry delegates and others from Hangzhou and Macao for enthusiastic discussions in future cooperation.
Taste of Macao Food Promotion takes place until 11 April
MGTO, Macanese Gastronomic Brotherhood and Grand Hyatt Hangzhou jointly present the Taste of Macao Food Promotion from 26 March to 11 April. Two renowned Macanese chefs from Macao, Antonieta Manhão and Rita Cabral, were invited to elaborate on the characteristics of Macanese gastronomy – Macao’s Intangible Cultural Heritage – for a team of local chefs with whom they together prepared Macanese buffet dinner at the Grand Café of Grand Hyatt Hangzhou. The food promotion delivers the essence of preservation, innovation and exchange valued by Macao as a UNESCO Creative City of Gastronomy. As of 29 March, the Food Promotion has served 538 patrons in total since the opening on 26 March.
Throughout the Macao Week in Hangzhou, the units involved rigorously followed the COVID-19 prevention guidelines issued by Hangzhou’s public health authorities. Proper event arrangements were implemented to support pandemic prevention while all participants were required to adhere to the arrangements for pandemic prevention.
Following the success of Beijing Macao Week last year, the “Macao Week” was held in Hangzhou this time with the great support of different entities from Hangzhou and Macao. The organizers for the Macao Week in Hangzhou include the Secretariat for Economy and Finance of the Macao SAR Government, Hong Kong and Macao Affairs Office of Hangzhou Municipal People’s Government, Hangzhou Municipal Bureau of Culture, Radio, Television and Tourism, as well as Shangcheng District People’s Government of Hangzhou Municipality. The coordinators include Macao Government Tourism Office, Macao Trade and Investment Promotion Institute, Administrative Committee of Hubin Pedestrian Street District of Hangzhou Municipality as well as Hangzhou Hubin Pedestrian Street Commercial Development Co., LTD. The supporting entities include Cultural Affairs Bureau of the Macao SAR Government, Sports Bureau of the Macao SAR Government, Hangzhou Municipal Bureau of Commerce, Hangzhou Municipal Health Commission, Industrial Association of Macau, Macau Importers & Exporters Association, the Federal General Commercial Association of Macau Small and Medium Enterprises, Macanese Gastronomic Brotherhood and Grand Hyatt Hangzhou.
