Macau’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector witnessed a robust recovery in 2023, according to data from the Statistics and Census Bureau (DSEC). Despite the challenges posed by the global pandemic, the region hosted a total of 1,139 MICE events, marking a significant resurgence to 74% of pre-pandemic levels in 2019.
Attendance Figures
The number of attendees at MICE events in 2023 reached 1.6 million, demonstrating a remarkable rebound to 79.6% of 2019 levels. Notably, conventions experienced a staggering year-on-year increase of 290%, attracting 170,000 attendees. Exhibitions, comprising 64 events, welcomed 1,422,000 participants, representing a modest but notable 3.3% increase compared to the previous year. The surge in attendance was complemented by a rise in exhibitors and professional visitors, indicating a revitalized interest in Macau’s MICE offerings.
Revenue Trends
Preliminary estimations suggest that the non-gaming revenue generated by MICE activities in Macau soared to approximately MOP$6.2 billion in 2023, marking a remarkable 300% increase compared to 2022. This revenue surge underscores the sector’s resilience and its growing significance as a revenue driver for the region. Interestingly, 51% of this revenue emanated from tourism-related sectors, including hotels, retail, and restaurants, while the remaining 49% originated from non-tourism-related segments such as convention organization, exhibition management, and advertising. Despite the overall revenue growth, the revenue of exhibition organizers experienced a slight decline, reflecting the evolving dynamics within the industry.
Thematic Outlook
The thematic landscape of MICE events in Macau in 2023 offers insights into the diverse interests and priorities of event organizers and participants. “Business, Trade, and Management” emerged as the dominant theme, comprising 43.2% of the total events. With 492 events under this category, it attracted a substantial portion of attendees, accounting for 81.7% of the total. Following closely, “Information and Technology” constituted 15.1% of events, highlighting the growing significance of digitalization and innovation in contemporary discourse. Additionally, “Healthcare” themed events constituted 11.4% of the total, reflecting the heightened focus on health-related issues amidst the global pandemic.
The resurgence of Macau’s MICE sector in 2023 underscores its resilience and adaptability in the face of adversity. The significant increase in event numbers and attendance figures, coupled with a substantial revenue growth, signals a promising trajectory for the industry. As Macau continues to position itself as a premier MICE destination, leveraging its unique offerings and strategic location, stakeholders are poised to capitalize on emerging opportunities and navigate evolving challenges in the dynamic landscape of global events and conventions.