Editor's note: As the Macao Special Administrative Region prepares to celebrate the 25th anniversary of its return to the motherland, China Daily is releasing a series of reports highlighting the SAR's development across diverse fields.

Macao, which is already popular for its flourishing casinos, is now emerging as a vibrant destination for music concerts and sports events, with the special administrative region government making a determined effort to diversify its revenue stream to reduce dependence on one dominant industry.

The city's transformation has attracted a wide range of visitors — from music fans chasing their favorite singers to sports enthusiasts wanting to cheer for Olympic champions. Tourists are also immersing themselves in Macao's rich tapestry of Chinese and Western historical architecture, which share space with spectacular modern buildings.

Wang Ting's journey from Shanghai with her daughter to attend pop singer Wang Yuan's concert last month exemplifies this trend of exploring iconic landmarks, such as the Ruins of St. Paul's, and indulging in the city's luxurious hospitality offerings at the same time.

"We tasted Macao's famous egg tarts. So delicious! The seamless integration of online payment apps, which visitors from the Chinese mainland are familiar with, made our travel more convenient," she said.

In 2023, Macao hosted over 2,000 large-scale music performances. Big concerts hosted by the city's integrated resorts attracted 1 million members of audience and saw a box-office revenue of 1.1 billion Macao patacas ($137 million), according to data from the SAR government.

Last month, all 16,000 tickets for mainland singer Dao Lang's concert at Galaxy Arena sold out in just nine seconds, underscoring the growing popularity of such events in the city.

Statistics also revealed a significant uptick in the number of visitors to Macao, with 25.92 million arrivals recorded in the first nine months of the year, marking a 30 percent increase from the previous year and an 85.8 percent recovery compared with the period in 2019.International tourists made around 1.678 million visits, up 95 percent year-on-year.

Macao has also been designated the "Preferred Destination 2025" by the European Travel Agents' and Tour Operators' Associations. It will host the group's summit next year, facilitating the expansion of its visitor source markets in Europe.

Alan Ho Hoi-ming, head of the Macao Association of Convention, Exhibition and Tourism Sectors, said the per capita consumption of concert attendees has exceeded the consumption of convention and exhibition participants as well as regular tourists.

Concert attendance has not only boosted consumer spending, but also catalyzed innovative marketing strategies, such as local coffee brands featuring popular singers and events on their cups to drive sales, Ho said.

To enhance the visitor experience, the tourism industry aims to leverage the 24-hour customs clearance at Hengqin Port to facilitate stays in nearby Guangdong province, promoting diverse spending opportunities across Macao and Zhuhai, he added.

To accommodate larger audiences, the SAR government said its first large-scale outdoor performance venue near SJM's Grand Lisboa Palace will hold a trial run next month. With a capacity of 50,000, the venue has already attracted the interest of international performers.

Major sporting events are also increasing Macao's appeal among travelers. Last month, the Macau Grand Prix attracted over 180 drivers from 35 countries and regions to compete on the challenging Guia Circuit.

Michael Rutter, a British motorcyclist who secured fourth place in this year's event and has won nine crowns in the past, said that Macao has changed a lot, but the race track remains as exciting as ever.

Elsie Ao Ieong U, Macao's secretary for social affairs and culture, said the visits by Olympic athletes helped Macao garner significant attention this year.