In the first three quarters of 2025, Macao reported more than 25% growth in MICE over the comparable period in 2024. Photo Credit: AdobeStock/zhao dongfang
In 2025, Macao’s MICE sector saw not only a growth in event volume, but also evolving demand and a need to adapt to new formats and planning patterns.
The city’s strategic pivot from sheer volume to experience‑driven business gatherings reflects not only broader tourism trends but also the ambitions of venues and corporate organisers aiming to reposition Macao as more than a gaming destination.
According to official data from the Statistics and Census Service (DSEC), Macao hosted 1,331 MICE events in the first three quarters of 2025 – a substantial 25.7 % year‑on‑year increase.
Meetings and conferences dominated the calendar with 1,250 events, up 26.3%.
Even so, total non‑gaming receipts linked to MICE were estimated at MOP 3.72 billion (about US$464 million) – a 9.4% decline from the previous year, largely due to fewer overseas exhibition attendees in the first half.
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A story of adaptation
The growth is a sign that the destination is adapting and diversifying as global headwinds and evolving demands challenge the traditional model, industry players say.
“In 2025, we saw more of a structural shift than a decline. MICE activity moved towards smaller-scale meetings with shorter durations, which reflects the current global and regional landscape,” says Rutger Verschuren, VP, Macau & Hengqin, Artyzen Hospitality Group.
Greater China continues to be the backbone of demand, but source markets are broadening.
In particular, South Korea, Southeast Asia and India have shown promising growth – not only for larger incentive groups but for premium business events that value tailored experiences over transactional gatherings.
“In 2025, we saw more of a structural shift than a decline. MICE activity moved towards smaller-scale meetings with shorter durations, which reflects the current global and regional landscape.”
Rutger Verschuren, VP, Macau & Hengqin, Artyzen Hospitality Group
From quantity to experience
Across Macao’s integrated resorts and luxury hotels, the emphasis in 2025 was not merely on hosting more events, but on staging memorable ones.
At W Macau – Studio City, 2025 marked a step up. “Our MICE performance in 2025 was characterised by significant, strategic growth, building on the momentum of our opening in late 2023,” said general manager Adrian Chan.
With an almost 15% jump in events hosted at its signature Academy space, the hotel’s MICE strategy consciously blended business with lifestyle, sophistication with unique venues, to “capture a premium segment of the market”.
Markets new and old
He highlighted that international connectivity has amplified interest: “Greater China remains our core foundation, accounting for 60% of our event organisers. Asia‑Pacific, namely South Korea, Japan, Vietnam and the Philippines, has also shown growth, representing a significant portion of our event organisers.” Such diversification has helped widen the city’s draw beyond its traditional catchment.
Galaxy Macau recorded a 10% year-over-year growth in MICE performance last year. “In terms of market segmentation, the mainland Chinese market showed continued support as in the decades before, while the rest of the Southeast Asian market is also performing very well,” said Joey Pather, SVP in MICE operations at Galaxy Entertainment Group, adding that incentive segment makes up the majority of MICE business.
“The most dynamic growth has come from pharmaceutical, financial and insurance institutions, luxury retail brands, and high-net-worth incentive travel groups.”
Joey Pather, SVP in MICE operations, Galaxy Entertainment Group
The St. Regis Macao also saw robust growth in 2025 both in terms of volume and revenue, according to general manager Stuart‑Wayne Douglas, crediting the rebound in international corporate gatherings and luxury incentive travel for the uptick.
Core markets include Greater China, North Asia and Southeast Asia, with an increased demand from India, which has “emerged as a particularly dynamic source of growth, especially for premium incentive travel groups and high-end corporate meetings”.
“In terms of traveller segments, the most dynamic growth has come from pharmaceutical, financial and insurance institutions, luxury retail brands, and high-net-worth incentive travel groups,” he added.
Looking ahead
“One key opportunity is the continued move towards more flexible and personalised MICE packages, tailored to the specific needs of different industries and markets,” says Verschuren, adding that emerging source markets such as Southeast Asia, India, the Middle East, Africa, and Portuguese-speaking countries will become key target markets.
“While geopolitical uncertainty remains a factor globally, our approach is to stay positive, alert, and agile, adapting quickly as conditions evolve,” he said.