Participants took part in cultural experience workshops
In collaboration with UN Tourism, the Macao University of Tourism (UTM) concluded the 18th UTM–UN Tourism Training Programme, at its Mong-Há campus on 25 September. Over the four-day programme, industry experts, academics, and participants from UN Tourism Member States engaged in in-depth discussions and learning on how artificial intelligence and digital marketing are reshaping destination branding and enhancing destination competitiveness.
Continuing UTM's longstanding practice of combining academic learning with experiential field study, this year's programme provided participants with first-hand insights into how Macao leverages technological innovation, cultural preservation, and tourism experience design to enhance its competitiveness as a tourism destination. Participants visited the facilities and exchanged views with representatives of Grand Lisboa Palace Resort Macau. Through guided tours of the Historic Centre of Macao, cultural experience workshops, and demonstrations of Macanese cuisine, participants gained a deeper appreciation of Macao's unique blend of Chinese and Western cultures, while enhancing their understanding of the city's rich cultural heritage and tourism development model.
At the Closing Ceremony, Dr. Fanny Vong, Rector of UTM, together with Ms. Orianne Derrier, Representative of UN Tourism, presented certificates to the participants and encouraged them to apply the knowledge and insights gained during the programme within their respective countries and organisations, thereby contributing to tourism innovation and strengthening international cooperation.
Since the signing of a Memorandum of Understanding between the Macao SAR Government and UN Tourism in 2015, eighteen editions of the Programme have been successfully delivered. UTM and UN Tourism reaffirmed their commitment to equipping tourism stakeholders worldwide with the strategic thinking and practical skills needed to navigate the transformative impact of artificial intelligence, while ensuring that destination branding remains firmly rooted in authentic cultural narratives.
