The Macao Government Tourism Office (MGTO) has joined forces with Hong Kong-based travel platform Flyday HK to launch a new destination marketing initiative, “MACAO, GET, SET, GLOW 2026.” The campaign aims to reposition Macao as a vibrant hub for sports tourism by combining running events with cultural and community discovery.
Under the theme “Run Beyond the Landmarks, Discover Another Side of Macao,” the initiative targets both leisure travelers and travel trade partners seeking fresh itineraries. It offers four curated running routes, each designed with beginner, intermediate, and advanced jogging paths. Key opinion leaders (KOLs) will lead participants through these routes, which are built around distinct pillars: “Running & Gastronomy” takes runners through traditional markets for local food tastings; “Running & Heritage” offers a low-carbon exploration of historic districts; “Running & Community” highlights local cultural connections; and “Running & Scenery” showcases coastal and leisure landscapes.
Digital and Offline Engagement
The campaign leverages social media platforms such as Instagram, Facebook, and TikTok to generate buzz. An online voting mechanism allows the public to support their preferred routes, while offline, a “Check-in Running Challenge” rewards participants with Marathon Sports coupons for completing challenges and sharing photos at landmarks. This dual approach is designed to drive both digital engagement and on-the-ground foot traffic.
In a move to promote green tourism and stimulate the local economy, MGTO has partnered with AlipayHK. The payment platform will distribute campaign vouchers that encourage spending in local communities, offering seamless payment experiences and exclusive rewards. This strategy aims to extend tourists’ length of stay and revitalize Macao’s economy through increased community engagement.
The initiative aligns with broader trends in destination marketing, where sports and wellness tourism are increasingly used to differentiate offerings. For travel professionals, this campaign presents opportunities to package running-themed tours, integrate with hotel partners like Mandarin Oriental Macao, which has seen success with wellness-focused strategies, and leverage digital payment incentives to boost ancillary revenue.
MGTO’s collaboration with Flyday HK, a platform known for curating travel deals for Hong Kong and Macao, underscores a targeted approach to the Greater Bay Area market. The campaign also complements other regional events, such as the SJM Macao Open 2026 golf tournament featuring Henrik Stenson and Sungjae Im, further positioning Macao as a multi-sport destination.
For travel agents and tour operators, the campaign offers ready-made content for client newsletters and social media, as well as potential for group bookings. The integration of AlipayHK vouchers provides a tangible incentive for clients to explore beyond casinos and into local neighborhoods. As seen in similar campaigns like Agoda and Taiwan Tourism Authority’s multi-market push, such partnerships can effectively drive inbound travel.
Industry observers note that Macao’s pivot toward sports and culture tourism is a strategic response to shifting traveler preferences. The city’s heritage districts and culinary scene offer authentic experiences that appeal to the growing segment of experience-seeking travelers. The campaign’s focus on low-carbon exploration also aligns with global sustainability trends, a factor increasingly important to corporate travel buyers and MICE planners.
For more details, travel trade professionals can visit the official campaign website or contact MGTO’s trade relations team. The campaign is expected to run through 2026, with periodic updates and new route additions.
