18th UTM–UN Tourism Training Programme Officially Opens
The Opening Ceremony of the 18th UTM–UN Tourism Training Programme was held on 22 September at MGM COTAI. For the fourth consecutive year, the programme is generously sponsored by MGM. This year's theme, "Reimagining Destination Branding through AI and Digital Marketing," brings together government officials from tourism sectors, academics, and industry leaders from UN Tourism Member States across the Asia-Pacific region to explore how generative artificial intelligence is transforming the way travellers discover, evaluate, and choose destinations.
In her opening remarks, Ms. Judy Wong, Director of Global Centre for Tourism Education and Training of the Macao University of Tourism (UTM), noted that since its launch in 2016, the Training Programme has evolved into a flagship international capacity-building initiative. Through its longstanding partnership with UN Tourism, UTM has continued to provide a platform for tourism professionals worldwide to exchange knowledge, enhance skills, and broaden perspectives, contributing to the development of tourism talent with a global outlook and forward-thinking mindset.
This year's programme focuses on the far-reaching impact of artificial intelligence on destination branding, traveller decision-making, and digital marketing strategies. Over four days, participants will benefit from keynote presentations and panel discussions delivered by distinguished scholars and industry experts, as well as panel discussions led by members of UTM’s academic team. Speakers and panelists represent UN Tourism, the Macao Government Tourism Office and MGM, as well as international institutions including Griffith University, Australia; Kairos Future, an international consulting and research company at Sweden; other institutions and enterprises including Fliggy of the Alibaba Group, Klook, Sun Yat-sen University, and Tencent.
Through a blend of expert insights, industry perspectives, and interactive learning experiences, participants will gain a deeper understanding of how technological innovation is driving the transformation of destination management and marketing. In addition to classroom learning, the programme also includes technical visits and cultural immersion activities, enabling participants to gain first-hand exposure to the latest developments in Macao's tourism industry and to better understand Macao's unique strengths as an important platform connecting China and the world.
