Macao will be the International Guest Destination at BTL – Better Tourism Lisbon Travel Market 2027, as the territory steps up efforts to attract European visitors and diversify its tourism offer.
The 37th edition of the fair will take place from 3 to 7 March 2027 at FIL, in Lisbon’s Parque das Nações. Macao will also feature as the Guest Creative City of Gastronomy, coinciding with the tenth anniversary of its designation as a UNESCO Creative City of Gastronomy.
Maria Helena de Senna Fernandes, Director of the Macao Government Tourism Office, described the invitation as “an honour and recognition of our potential”, according to the announcement, translated from Portuguese. She said the participation comes as Macao focuses on broadening its tourism offer and expanding international visitor markets.
The programme will extend beyond the exhibition halls. “We will make full use of the opportunity offered by BTL”, Senna Fernandes said, outlining plans for activities both inside and outside the fair. Cooperation with tour operators will focus on developing itineraries connecting Macao, other parts of China, Portugal and Europe.
For Portuguese and European travel businesses, the event will provide opportunities to explore Macao’s cultural heritage, gastronomy, integrated resorts and events, while building commercial partnerships. BTL coordinator Dália Palma highlighted the destination’s combination of Portuguese heritage and Chinese culture, presenting the partnership as a means of strengthening historical connections and generating business.
The announcement follows a strong recovery in visitor numbers. As Travel Tomorrow previously reported, preliminary Public Security Police figures recorded 40.06 million visitor arrivals in 2025, up 14.7% year on year and 1.7% above the pre-pandemic benchmark of 2019.
Those figures also underline the importance of diversifying source markets. Mainland China accounted for 72.4% of arrivals, followed by Hong Kong at 18.2%, while foreign nationals represented 6.9% and visitors from Taiwan 2.5%. The Lisbon showcase offers a platform to strengthen Macao’s visibility among European travellers and the businesses that organise their trips.
The approach builds on priorities outlined ahead of the Macao International Travel Expo in April 2026, when international partnerships and multi-destination travel within the Greater Bay Area featured prominently.
Gastronomy will provide a further focus in Lisbon. Recognised by UNESCO since 2017, Macao is preparing anniversary celebrations that highlight its culinary heritage alongside innovation and international exchange. Its BTL participation will bring that identity to Portuguese audiences, with Senna Fernandes confirming plans to showcase local specialities as part of the celebrations.
