e. Macau’s government, under some not-so-subtle pressure from Beijing, is making it crystal clear it sees its future as a retail and entertainment destination – not just for mainland Chinese, but for the populations of greater Asia and beyond.  After a short, formal conference on Macau tourism opportunities and a public exhibition that lasted several days at the Marina Bay Sands, the roadshow was packed up as Macau tourism officials and its resort-operating partners considered further destinations to spread the word: Macau is open again post Covid and there is a lot to do here, so come visit.  The change comes after January’s commencement of new 10-year gaming licences for the primary players: Sands China, Wynn Macau, MGM China, Galaxy Entertainment, Melco Resorts and SJM Holdings, who have collectively raked in billions of dollars from their casinos in the special administrative region, turning the once sleepy fishing village into a glitzy boomtown.  The companies have collectively committed to investing US$15 billion in the coming decade, of which 90 per cent must be spent on non-gaming initiatives. But they face a herculean challenge: prior to Covid, an average of just 5 per cent of the companies’ revenues came from non-gaming activities. Ben Lee, founder of Macau gaming consultancy IGamiX says that figure will have to grow to more than 30 per cent by 2033.  Of the operators, the best placed to make the most of the new order is Sands China, a subsidiary of Las Vegas Sands and which also operates the Marina Bay Sands hotel, convention venue, shopping centre and casino on Singapore’s harbourfront. Sands China has committed $3.7 billion to expand its non-gaming business in Macau during the next decade.  Sands China has four interconnected shopping centres on the Cotai Strip – a reclaimed stretch of land between the former islands of Coloane and Taipa, a loose reconstruction of the famous Las Vegas Strip in Nevada, a concept that literally was conceived in a dream one night by its billionaire founder, the late Sheldon Adelson.  Sands has revealed plans for a giant garden attraction said to be similar to Singapore’s Gardens by the Bay. Other plans by Sands and its peers include an indoor waterpark, health and wellness centres, and art exhibitions.  “East-meets-West journey” June’s three-day Singapore showcase of Macau’s attractions was the first stage of what promises to be a well-organised, extensive program to reposition Macau on the world’s map as a destination for tourism and leisure and a premier MICE (meeting, incentive, convention and Event) destination. The event was organised by Sands China and featured leaders from high-profile business groups Macao Government Tourism Office and the Macao Trade and Investment Promotion Institute.  Visitors could explore what the city is promoting as a “unique East-meets-West journey” under the banner ‘A Taste of Macao’, with zones dedicated to gastronomy (including local liquor), fashion, arts & culture, and wellness. All were housed in an impressive recreation of the Ruins of St Paul’s, Travessa da Paixao, with symbolic visuals including the city’s cobblestone streets, pedicabs and park benches – and there were reminders throughout the proceedings that Macau was recognised by UNESCO as a World Heritage Site in 2005.  “We want to showcase the future of hospitality,” explained Dr Wilfred Wong, president of Sands China Ltd. “And there’s no better place than Singapore to do this, because of its position as a regional hub, as an international financial centre, and its accessibility to ASEAN. That is why we choose Singapore as our first stop of a series of international market promotions.” Given Macau has a permanent population of just 700,000, and its biggest industry is entertainment, it might come as a surprise that the territory is home to a fledgling fashion industry, and a growing artisan food sector. Traditional almond cookies from Choi Heong Yuen Bakery and Yeng Kee Bakery, and nourishing congee and noodles from Wong Chi Kei were among the foods showcased at the event, alongside a speakeasy featuring cocktails made with handcrafted gin from Macao’s own Owl Man Distillery.  Wong Chi Kei foods business development director Wong Yu Fei said later that the showcase – the first overseas trade show the company has participated in – drew an overwhelming response with its entire stock sold out within hours on the first day.  “This opportunity also allowed us to interact directly with customers, leading to numerous business opportunities. The response exceeded our expectations, and the experience has broadened our horizons and strengthened our confidence in exploring overseas markets.” Macau’s embryonic fashion industry was also at the forefront. Macau-born and raised Nuno Lopes de Oliveira was the first ever designer from the territory to showcase at London Fashion Week and last year was recognised by Asia Fashion Awards as a Top Young Fashion Designer. The lesser-known No 42 streetwear brand also drew attention.  A new jewel Within days of the Singapore event, Sands opened the $2 billion Londoner Macao, a British-themed reimagining of the Sands Cotai Central integrated resort, a destination delayed by almost two years of closed borders and now anticipating an influx of visitors, now that the Chinese territory is again open to the world. The venue features a facade modelled after the Palace of Westminster and Houses of Parliament, a replica of Big Ben that chimes on the hour, a theatrical ‘Changing of the Guard’ inspired by the daily ceremony at Buckingham Palace, a glazed porte-cochere entrance modelled after London’s Victoria Station entry, and a full-scale replica of the Shaftesbury Memorial Fountain with its Anteros Statue in London’s Piccadilly Circus. Billed as “a new jewel in Cotai’s crown”, the Londoner further aims to replicate “English style, tradition and hospitality in Asia, with five luxury hotels – including the all-suite flagship, The Londoner Hotel, and the ‘ultra-luxury’ Londoner Court – with nearly 6000 rooms and suites combined. The all-important retail offer includes boutiques from 150 international brands. After a hard day’s shopping (or gaming) guests can relax in any of three spas, four health clubs, or more than 20 restaurants. There is also a 6000-seat theatre, The Londoner Arena.  And if a dose of English culture is not quite your thing, you can take a walkway to the neighbouring Parisian Macao, The Venetian Macao or The Plaza Macao, each with its own shopping, dining and entertainment options, buskers and strolling theatre.  “Sands China has delivered on Sheldon Adelson’s vision through the ongoing development of Cotai,” said Las Vegas Sands chairman and CEO Robert G Goldstein. “Where 250 acres of empty reclaimed land once sat, we have built one of the world’s leading tourist destinations with an incredible future ahead of it.”  At the opening, Goldstein daringly used the G word, adding that The Londoner and “additional investments in non-gaming infrastructure” would play an increasingly visible role in the future growth of Cotai.  “We are excited to fully support the Macao government in its vision to develop a highly diversified tourism industry through enhanced MICE offerings, new sporting and cultural event programming, enhancements to Macao’s reputation as a global City of Gastronomy, and an embrace of the city’s unique cultural heritage,” he concluded.  In short, Sands China, Macau’s governmental agencies and business organisations are rolling the dice on the territory’s future. How the numbers fall over the coming decade will define the city forever.  This story first appeared in the August 2023 issue of Inside Retail Asia magazine.