Research project and go-to-market strategy for Macao

By Related

In the first week of October, Henrik went to the former Portuguese colony Macao located outside Hongkong to present a Nordic go-to-market strategy for Macao Government Tourism Office.

The strategy was the result of an extensive research project conducted by Related, including both a Nordic survey with over 4,000 respondents, several qualitative interviews as well as desk research of media coverage, travel trade landscape, etc. Based on this research, Related developed a strategy on how Macao should approach the Nordic market in terms of PR, travel trade and marketing activities.

– Macao is just a 32 square kilometer island, but it has so many things to offer. There are both 21st century hotels and show business alongside 500 years of culture and history all the way back to the time of the colonization in the 16th century. The place has a fantastic variety of cultures, with the Portuguese and European mixed with the Chinese. Our research showed that only 29% of the Nordic population know about the destination – but those who know about it or have been there really like it, says Henrik Koch, CEO at Related.

Besides presenting the strategy and having meetings about the potential of Macao in the Nordic market, Henrik also got time to experience the destination’s many culinary, cultural and historical offers. This included sightseeing to some of Macao’s most iconic sites such as Macao Tower, Macao Fisherman’s Wharf, Grand Lisboa, Ruins of St. Paul’s and plenty more. Macao is ideal to combine with a trip to Hongkong: From here, you are only a one-hour ferry ride from the island – and at some point during 2018, a new bridge called Hong Kong-Zhuhai-Macao Bridge will make it even easier to visit Macao. Besides this, there are more than 200 flights a week from the Nordic to Hongkong, with a max 3 hours hub. SAS, Finnair & Cathay Pacific fly directly.

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