Thirteen September marks a decade since The Parisian Macao opened its doors on the Cotai Strip, and the integrated resort is marking the milestone with a series of events that underline its role in Macao's tourism diversification. Since 2016, the property has welcomed more than 100 million guests, a figure that Sands China Ltd points to as evidence of its contribution to the city's evolution as a World Centre of Tourism and Leisure.
The resort's signature half-scale Eiffel Tower—built with over 2,800 tonnes of steel and 6,600 lights—has become a defining element of the Cotai skyline. Beyond its visual impact, the structure has served as a backdrop for cultural performances and entertainment, helping to position the property as a destination in its own right.
Non-gaming expansion at the core
Sands China has consistently used The Parisian Macao as a platform to broaden its non-gaming portfolio, which now spans hospitality, retail, MICE facilities, and family-oriented attractions. This strategy aligns with Macao's policy direction to reduce reliance on gaming revenue and attract a wider range of visitors.
Dr Wilfred Wong, executive vice chairman of Sands China Ltd, said: “The 10th anniversary of The Parisian Macao marks a significant milestone in Sands China's longstanding commitment to supporting Macao's economic diversification, while also standing as a testament to our shared journey with the city.”
He added: “Over the past decade, The Parisian Macao has continually enriched Macao's non-gaming tourism offerings through its diverse portfolio of hospitality, MICE, retail, entertainment and family-friendly experiences, while serving as an important catalyst for the high-quality development of the tourism industry. Its iconic Eiffel Tower has become a defining feature of the Cotai skyline and a landmark through which myriads of visitors have come to experience, remember and connect with Macao.”
Looking ahead, Wong reaffirmed the group's commitment to “advancing non-gaming development, introducing world-class events and experiences, and transforming the vitality of tourism into lasting momentum for Macao's economic diversification.”
Anniversary programming: gastronomy, art, and drones
The anniversary celebrations kicked off with “An Interstellar Dream with Le Petit Prince,” a property-wide experience inspired by the French literary classic. The takeover includes themed installations and activities designed to appeal to both leisure and family segments.
In parallel, the Celebrity Chefs Table series brings internationally recognised chefs to the resort over six weekends, offering a culinary draw for high-end travellers and food-focused visitors. This initiative reflects a broader trend among integrated resorts to use gastronomy as a key differentiator.
From 7 August to 13 September, Sands China has also been staging “A Dazzling 10th Anniversary Celebration” every Friday, Saturday, and Sunday evening. A fleet of 1,500 drones performs choreographed formations above the Cotai Strip, turning the area into an open-air stage. The shows have drawn both residents and tourists, adding a festive layer to the anniversary.
The milestone comes as Macao continues to rebuild its tourism base. The Parisian Macao's decade of operation offers a case study in how large-scale integrated resorts can drive non-gaming growth while supporting broader destination marketing. For travel professionals, the property's anniversary programming—particularly the Le Petit Prince experience and the drone displays—provides fresh hooks for clients planning Macao itineraries.
Sands China's approach at The Parisian Macao may also signal how the group intends to position its future projects, with an emphasis on experiences that extend beyond the casino floor. As Macao pushes for greater economic diversification, the resort's evolution will be closely watched by industry observers.
For agents and operators, the anniversary events offer a timely reason to promote Macao stays. The fusion of gastronomy, art, and drone spectacles at The Parisian Macao is a model of how integrated resorts can create compelling reasons to visit. Meanwhile, the broader expansion of drone shows in Macao suggests that such spectacles are becoming a staple of the destination's event calendar.
As the resort enters its second decade, the focus will be on sustaining momentum. With a strong pipeline of non-gaming initiatives and a proven ability to attract international visitors, The Parisian Macao looks set to remain a cornerstone of Macao's tourism landscape.
