European Tourism to Macau Rebounds to 80% of Pre-Pandemic Levels: Strong Long-Haul Recovery

Macau’s Tourism Office (MGTO) announced that European visitation has reached 80% of 2019 levels for the first ten months of 2025, a milestone that underscores the city’s accelerating recovery in long-haul markets. Visitors from France, the UK, and Portugal were the strongest contributors, reflecting improved air connectivity and targeted promotional campaigns MGTO has been running across Europe. Multi-source travel industry reporting also notes renewed charter partnerships and expanded digital marketing aimed at high-value travellers.

MGTO added that the broader long-haul segment — covering Europe, the Americas, and Oceania — is also showing steady growth in both volume and length of stay, supported by new flight routes and joint promotions with flagship carriers. This aligns with earlier multi-source tourism analyses (UNWTO insights and CAPA aviation data) showing that Macau’s post-pandemic recovery has been strongest in premium leisure travellers drawn by integrated resorts, gastronomy, and major events such as the Macau Grand Prix and international music festivals.

However, despite the encouraging numbers, European recovery still trails Macau’s overall inbound rebound, which surpassed 90% of 2019 levels earlier this year, driven primarily by mainland China and Hong Kong. Analysts quoted across several sources (Bloomberg, JP Morgan tourism outlooks) emphasise that long-haul markets typically recover more slowly due to airfare costs, competition from regional destinations, and lingering shifts in travel behaviour. MGTO acknowledged these challenges but remains optimistic as partnerships with European tour operators continue to deepen and as Macau strengthens its identity as a UNESCO Creative City of Gastronomy to attract culturally-driven travellers.

Looking ahead, MGTO plans a 2025–2026 push in Europe, promoting multi-day stay itineraries, non-gaming attractions, and heritage-focused experiences. The growth momentum suggests that Macau is steadily rebuilding its global tourism footprint, and if current trends continue, European arrivals could surpass pre-pandemic levels by 2026. Multi-source aviation analysts (CAPA, OAG) note that upcoming seasonal route expansions may provide the final boost needed for full recovery.