WCTL: mere rebranding?

Macau tourism has been trying to implement the World Centre of Tourism and Leisure (WTCL) concept for 10 years. There are already results, but the work is not complete

There have been several episodes of rebranding Macau’s tourist image, but none as ambitious and radical as the creation of the World Centre of Tourism and Leisure (WCTL) concept.

The original idea hails from 2008 but only emerged in 2011 and began to appear in all official documents from the following year.

The Macao Yearbook 2012 was clear: “Given the importance of the mass gaming market, the Macau SAR Government is currently working on the improvement of Macau’s image by positioning it as a WCTL with the purpose of diversifying this industry sector and promoting Macau as a quality travel-destination, with regional cooperation.”

The same document added: “Most recently, the MSAR Government started working towards the major objective of turning Macau into a premium tourist destination and Asia’s unique leisure, entertainment, exhibition and convention hub.”

Source: https://www.macaubusiness.com/special-report-wctl-mere-rebranding/