Galaxy Sees Sports Boosting Macau Tourism Growth

Sports events have the potential to play a larger role in strengthening Macau’s tourism and integrated resort sector, provided they are effectively presented and promoted, according to Jeffrey Jiang, Executive Vice President of Entertainment Services at Galaxy Entertainment Group.

Speaking in an interview, Jiang highlighted that well-executed sporting events can expand Macau’s appeal as a travel destination while also enhancing the visibility of the resorts that host them.

Building Momentum Through Sports

Galaxy Entertainment has already taken steps in this direction by bringing mixed martial arts back to Macau. The company hosted a UFC event in November 2024, marking the promotion’s return to the city after a ten-year absence. It has also committed to staging three UFC Fight Night events at Galaxy Arena between 2024 and 2029.

Jiang described the partnership as the group’s first major sports intellectual property initiative since the pandemic, noting that the multi-event agreement provides greater flexibility to plan supporting activities around headline events while reinforcing Macau’s positioning as a regional entertainment hub.

Integrating Events Into Resort Strategy

Since travel restrictions were lifted in 2023, Galaxy Entertainment has increased the number of sporting events held at its venues. Jiang explained that integrated resorts are beginning to shape their own event identities through a combination of venue capabilities, partnerships and audience engagement.

Alongside MMA, the company has hosted international competitions such as the ITTF Men’s and Women’s World Cup Macao and the Volleyball Nations League Women’s Finals, in collaboration with global sports federations.

Driving Visitor Demand

Jiang emphasized that sports events, much like major entertainment shows, attract fans willing to travel to see top athletes. He noted that UFC Fight Nights are expected to draw visitors to Macau, particularly those seeking premium experiences.

Beyond ticket sales, such events generate broader economic benefits, including increased demand for hotels, dining, retail and other resort services. They also provide opportunities to engage higher-spending customer segments through tailored hospitality offerings.

Positioning Macau in Asia

Looking ahead, Jiang believes Macau has strong potential to establish itself as a leading sports and entertainment destination in Asia, supported by its integrated resort infrastructure and regulatory environment. However, he also acknowledged challenges.

An increasingly crowded events calendar requires careful planning, while continued international promotion and effective travel packaging are essential to convert interest into longer stays. At the same time, Macau faces competition from other regional hubs such as Hong Kong, Singapore, Shanghai, Tokyo and Taipei, all of which are actively developing their own event offerings.

Jiang added that venues like Galaxy Arena are equipped to meet these demands, while collaboration with local partners can help raise service standards across the city.