Marketing for Identity

The MGTO is currently preparing to launch a new promotional theme “aiming to renew the invitation for visitors to experience the variety of travel offers that continue to emerge in the city,” the Tourism Office told Macau Business.

In other words, marketing is once again called for, whether for a simple rebranding or for something more complex, such as repositioning.

As Macau-based scholar Matthew Liu explains to Macau Business, “in the case of Macau, it is better to be regarded as repositioning rather than just rebranding. Macau has been putting enduring efforts into repositioning the conventional core gambling industry to drive other ecosystems along.”

For this professor of Marketing at the University of Macau, “no matter what the city/region is, both tourism branding and marketing are needed. Identity could be the essence of the destination, from which we gain inside knowledge about the place. Marketing is a viable strategy to popularize the destination, thus making it known to the outside.”

Professor Liu notes that the MGTO’s efforts at promoting Macau as an integrated tourism destination and expanding high-value markets are highlighted as key objectives for the tourism industry, “which focus on cultural contrasts between the East and West, old and new and heritage and modern distinctive elements. These objectives are accompanied by marketing messages such as Experience Macau in Your Own Style, highlighting the many and diverse experiences one can enjoy in Macau, and A Tour of Historical Trails, which encourages tourists to explore Macau’s Historic Centre.”

Source: https://www.macaubusiness.com/special-report-marketing-for-identity/