Markets 
For several days, Madrid was no longer just Madrid. It was also a small window into Macao, a territory of some 30 square kilometres and more than 720,000 inhabitants that has become one of Asia’s major tourist hubs.
The Experience Macao Roadshow event took place at Puente del Rey, next to Madrid Río, transforming the space into a route featuring more than 20 stands where the public could take in flavours, music and interactive experiences.
From the entrance, a reception desk offered information, raffles and souvenirs. From there, the route opened up into different themed areas: from virtual reality experiences to activities linked to cultural heritage and gastronomy.
By day, the atmosphere was that of a leisurely stroll. Families, onlookers and groups of friends stopped at each space: trying on traditional Chinese costumes, playing drums in a lion dance exhibition or taking part in calligraphy workshops.
A tour of Macao without leaving Madrid
Among the proposals on the site, a recreation of a traditional tea house allowed visitors to try dim sum or pasteis de nata, cream cakes typical of the gastronomy of Portugal, which has also influenced Macao, and to take part in activities such as sugar painting.
There were also more technological experiences. A driving simulator offered a virtual tour of the Macau Grand Prix street circuit, while a virtual reality area offered an immersive journey through different parts of the territory, from its historic streets to its major events.
In another area, an interactive game connected Madrid with emblematic places such as the Ruins of San Pablo, showing possible routes and encouraging visitors to discover the Great Bay region.
Culture, tourism and international strategy
What has been seen in Madrid is only a small part of what Macao has to offer, a destination where Chinese temples, Portuguese colonial architecture and large tourist complexes coexist.
Its historic centre, declared a World Heritage Site by UNESCO, and spaces such as the Senate Square reflect more than four centuries of cultural exchange between East and West.
Tourism is one of the territory’s main economic pillars, receiving tens of millions of visitors each year, mostly from mainland China and Hong Kong.
During the event, Madrid functioned as a symbolic gateway to Macao. A place to see, taste and experience a destination thousands of kilometres away. With more than 40 million annual visitors in recent years, the territory is now looking to expand its presence in markets such as Europe.
“Last year, we saw statistics showing a double-digit increase in Spanish people coming to Macao and so we see potential in the Spanish tourist. Spain is also close to Portugal, so yes, for the food and the culture,” Jocelyn Wong, president of the Macao Hotel Association, told Euronews.
At the venue, major tourism and hotel groups, as well as airlines and travel agencies, promoted connections and experiences associated with Macao.
Wong stresses that if people from Spain went to Macao, “they would connect with Macao’s heritage because of the architecture, the buildings are similar to European buildings … and the food: the flavours have their similarities”.
“They can feel at home and feel like they are in China. They can taste Chinese food and Western Portuguese food, which is quite similar to Spanish food. And they can feel a mix of China, Asia and Europe,” Wong said.
Food as a gateway
Food has been one of the central elements of the experience. Macao, recognised as a Creative City of Gastronomy by UNESCO, has opted to showcase its fusion cuisine outside the venue as well.
In parallel to the event, several restaurants in Madrid have participated with themed menus inspired by the destination, adapted to local tastes but maintaining that mix between Chinese and Portuguese traditions.
As the hours went by, the atmosphere changed. What was a relaxed stroll during the day became a spectacle by night.
The closing of Macao Night Madrid, featuring live performances, a traditional “painting the eyes” ceremony for the lions, and an illuminated stage. In addition, large LED structures with the word ‘Macao’ could be interacted with.
After the night show, the music stopped, the stalls were dismantled, and the lights turned off. But visitors were left with the feeling of having taken a trip without leaving the city. And maybe that’s the idea: that the journey begins long before one gets on a plane.
Read the full article here
