Macao tourism forum puts AI, investment and sustainable growth in focus - Get updated on what's happening in tourism!

Macao will host the 12th Global Tourism Economy Forum (GTEF) from October 15 to 17, 2026, bringing together government representatives, tourism executives, investors and academics to examine the challenges facing the international travel industry. Under the theme “Crisis • Resilience • Evolution — Building a Tourism Economy for a Shared Future”, this year's event will focus on sustainable development, international cooperation and the transformation of tourism business models.

The programme reflects several developments currently reshaping the global tourism economy. Artificial intelligence is changing how travellers research and book their journeys, while shifting consumer preferences are creating demand for cultural experiences, wellness tourism and more personalised services. At the same time, destinations are seeking new investment models and stronger international transport connections to support long-term growth.

Organisers have announced speakers from five continents, including representatives of international tourism organisations, airlines, hotel groups, technology companies and public institutions. The agenda includes discussions on public-private partnerships, investment opportunities, aviation connectivity and tourism cooperation between China and Europe. A dedicated programme will also examine how cultural heritage, education, sport and healthcare can contribute to destination development.

Global tourism leadership and public-private cooperation

Economist Jeffrey D. Sachs, Director of the Center for Sustainable Development at Columbia University, will deliver a keynote address examining tourism's contribution to cultural exchange and international understanding.

His presentation will draw on experiences from a 30,000-kilometre journey across Eurasia, undertaken as part of the Marco Polo Drive of Peace, Culture and Sustainable Development.

Another keynote speaker, Long Yongtu, former chief negotiator for China's accession to the World Trade Organization, will discuss the country's economic development and its implications for the international tourism industry.

A ministerial discussion organised in cooperation with UN Tourism will focus on collaboration between governments and private businesses.

The session will bring together representatives including Malaysia's Deputy Minister of Tourism, Arts and Culture, Chiew Choon Man, and South Korea's Vice Minister of Culture, Sports and Tourism, Kim Dae-hyun.

Private-sector participants will include Hary Tanoesoedibjo, Executive Chairman of MNC Group, Hamish Keith, CEO of EXO Travel Group, and Mao Xiao, Director and CEO of Shanghai Jinjiang International Hotels.

The discussion will examine how government policies, private investment and industry cooperation can support more resilient tourism development.

The timing is particularly relevant ahead of 2027, which has been designated the International Year of Sustainable and Resilient Tourism.

Artificial intelligence transforms travel distribution

Technology will feature prominently throughout the three-day programme.

Decius Valmorbida, President of Travel at Amadeus IT Group, will examine the growing influence of agentic artificial intelligence on travel planning and booking.

Unlike conventional recommendation systems, agentic AI applications are designed to perform increasingly complex tasks, potentially including itinerary development, comparisons between travel products and elements of the reservation process.

The discussion will address the implications for travel intermediaries, technology providers and tourism businesses as AI-based services become more deeply integrated into customer interactions.

Price Karr, Chief Financial Officer of Wynn Macau, will present examples of how artificial intelligence can be used to develop cultural tourism experiences.

Digital innovation will also feature in discussions about regional travel markets.

Tony Fernandes, Co-Founder of AirAsia and CEO of Capital A Group, will join representatives of H World Group, Alibaba Group and MGM Hospitality Asia Pacific to examine changing travel patterns and transport connectivity across the Asia-Pacific region.

These discussions will explore how airlines, accommodation providers and digital platforms can respond to evolving demand and create more integrated travel services.

Europe-China tourism cooperation gains attention

Cross-border travel between Europe and China will form another important part of the agenda.

Elena Kountoura, Vice-Chair of the European Parliament's Committee on Transport and Tourism, and Miguel Sanz Castedo, President of the European Travel Commission, are among the participants scheduled to discuss opportunities for expanding two-way visitor flows.

Representatives of CITIC Europe Holdings and Mastercard China will also contribute to the discussion.

The session will address practical conditions influencing international tourism, including connectivity, market access and the services needed to facilitate travel between destinations.

For European tourism businesses, China represents both an important source market and a destination seeking to strengthen its international visitor economy.

The discussions in Macao will provide an opportunity to examine how cooperation between tourism organisations, transport providers and commercial partners can support travel in both directions.

Investment conditions will be explored in a separate session featuring Greg O'Hara, Founder and Senior Managing Director of Certares, alongside representatives of Hainan Tourism Investment Group and Club Med Lifestyle Group.

Participants will examine destination investment environments and the role of international capital in developing tourism infrastructure and hospitality products.

Cultural heritage and experiences reshape destinations

Several sessions will explore how destinations can generate economic value beyond conventional sightseeing.

A discussion involving representatives of the Hong Kong Football Association, Sands China and Taijiang County in Guizhou will examine the tourism impact of sporting events.

The programme will compare major international competitions with grassroots sporting activities, including the community basketball phenomenon known as Village BA.

Other presentations will address the integration of tourism with education, cultural activities and corporate sustainability initiatives.

Yu Minhong, Founder and Chairman of New Oriental Education & Technology Group, will discuss connections between education, culture and tourism.

Gao Dekang, Founder and Chairman of Bosideng International Holdings, will address corporate responsibility and sustainable business development.

Retail innovation will also receive attention. Representatives of Siam Piwat, Tangshan Banquet and Macao's integrated resorts will explore how gastronomy, cultural programming and technology can transform shopping environments into destinations offering broader visitor experiences.

Cultural heritage preservation will be examined by Kong Vireak, Secretary-General of the Alliance for Cultural Heritage in Asia.

A further discussion involving the Macao Government Tourism Office, Trip.com Group and Hanatour will focus on improving inbound tourism services and developing experiences that connect visitors more closely with local heritage.

Wellness tourism and industry skills complete the programme

Beyond the conference sessions, participants will have opportunities to examine tourism developments in Macao and the neighbouring Hengqin cooperation zone.

A dedicated health and wellness industry visit will include the Macao Union Medical Center and infrastructure projects in the Guangdong-Macao In-Depth Cooperation Zone.

The programme is intended to demonstrate how healthcare, wellness services and tourism infrastructure can contribute to regional economic diversification.

Tourism education and workforce development will also feature in a separate seminar organised with the Macao University of Tourism.

Under the title “The Next Generation of Tourism Leadership”, the event will examine talent recruitment, professional development and cooperation between educational institutions and tourism businesses.

The discussions will address the challenge of preparing future industry professionals for changing technological requirements and evolving visitor expectations.

Macao's position within the Greater Bay Area provides the setting for these debates. The city combines an established international tourism industry with growing connections to mainland China's wider economic and infrastructure development.

Through its combination of policy discussions, business presentations and industry visits, the 2026 Global Tourism Economy Forum will examine how destinations and tourism companies can respond to technological change, shifting demand and increasing expectations for sustainable development.

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