Macao has been named International Guest Destination at BTL – Better Tourism Lisbon Travel Market 2027, the 37th edition of Portugal's biggest travel trade fair, running 3-7 March 2027 at FIL in Lisbon's Parque das Nações.
The spotlight goes beyond the exhibition stand. Macao will also serve as the Guest Creative City of Gastronomy, timed to the tenth anniversary of its UNESCO Creative City of Gastronomy designation, which it has held since 2017. Expect anniversary celebrations in Lisbon that put the territory's distinctive Portuguese-Chinese food culture front and centre, with local specialities on show for Portuguese audiences.
Maria Helena de Senna Fernandes, director of the Macao Government Tourism Office, called the invitation an honour and said the territory will make full use of the opportunity, with activities planned both inside and outside the fair. The bigger goal is clear: Macao wants more European visitors. Tour operator cooperation will centre on itineraries linking Macao with other parts of China, Portugal and the rest of Europe — multi-destination travel that echoes themes from the Macao International Travel Expo in April 2026, where Greater Bay Area partnerships featured heavily.
The timing makes sense. Visitor arrivals hit 40.06 million in 2025, according to preliminary Public Security Police figures — up 14.7% on the previous year and already past the pre-pandemic peak of 2019. But the mix skews heavily regional: mainland China accounts for 72.4% of arrivals and Hong Kong another 18.2%, while foreign nationals make up just 6.9% and Taiwan 2.5%. A high-profile European platform like BTL is aimed squarely at rebalancing that.
For travellers, the announcement is a nudge to put Macao on the radar now rather than later. European interest tends to follow trade promotion, so new direct routes, packages and Portugal-linked itineraries could emerge over the next couple of years. The appeal is genuinely unusual: a former Portuguese territory where colonial-era plazas and churches sit minutes from Chinese temples, backed by a food scene that blends both traditions — plus the mega-resorts if that's your thing. If Lisbon feels like a stretch, keep an eye on how the partnership shapes up; Dália Palma, BTL coordinator, framed it as reviving historical connections while generating business on both sides.
Whether you're a food traveller curious about one of Asia's few UNESCO gastronomy cities, or a Europe-based holidaymaker weighing Macao against Hong Kong for a first China trip, the 2027 showcase will likely translate into more accessible ways to get there.
