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One of the roadshow’s centerpieces was a large-scale Jingdezhen porcelain exhibition originally presented at Wynn, adapted for the Madrid event to give the European audience a direct sense of the historical depth and craftsmanship of Chinese ceramics.
In 1603, “Kraak porcelain” left Macao on Portuguese merchant ships, becoming one of Europe’s earliest cultural impressions of China. Centuries later, the porcelain-themed immersive light-and-shadow exhibition again positions porcelain as a cultural bridge, reconnecting historical exchange with a contemporary audience.
Beyond the exhibition, Wynn has repeatedly used Macao as a platform to introduce Jiangxi’s culture and products to international audiences. The programming has included spotlighting regional specialties such as Xiushui’s fried tofu and Nancheng’s sweet potato noodles, as well as collaborating with Macao artists on porcelain-inspired cultural products.
“Macao is a vital window for cross-cultural exchange, and we aim to use it to introduce Chinese culture to international audiences,” said Linda Chen, President of Wynn Macau. “We want visitors from around the globe to see the beauty of traditional Chinese culture through Macao—and to be inspired to visit both Macao and Jiangxi, creating a true ‘one city, two destinations’ travel concept.”
The Madrid roadshow also featured an on-site reception area and interactive Macao tourism experiences. Visitors could participate in a Lion Dance drumming experience zone, or dress in traditional Chinese wedding attire known as Qun Kwa for photos. A traditional Macao teahouse pop-up offered specialty dim sum and sugar painting demonstrations.
Racing fans were able to experience the Guia Circuit through a simulation presented by the Macao Grand Prix Museum. In addition, immersive virtual reality installations allowed visitors to explore nine different Macao travel itineraries.
Chen said the initiative is intended to draw on Macao’s Sino-Western heritage—its historic architecture and intangible cultural traditions—to build stronger connections with visitors in Spain and across Europe.
“We want to tap into Macao’s unique Sino-Western heritage—its historic architecture and intangible cultural traditions—to create stronger connections with visitors in Spain and across Europe,” Chen said. “The goal is to build sustained interest in Macao as a cultural tourism destination, beyond individual campaigns or promotions.”
Spain is described as having a global reputation for food culture, and the roadshow was positioned as a way to showcase Macao’s broader travel appeal. The event highlighted luxury accommodations, Michelin-starred dining, and diverse tourism offerings, aiming to help international visitors connect directly with Macao’s cultural tourism offerings.
Chen said Wynn will continue using the Greater Bay Area’s “multi-destination itineraries” to deepen regional tourism ties. She also noted plans to strengthen strategic cooperation between Hengqin and Macao to support closer coordination across travel offerings, shared visitor touchpoints, and more integrated travel between destinations.
“We will continue to take advantage of the Greater Bay Area’s ‘multi-destination itineraries’ to deepen regional tourism ties,” Chen said. “At the same time, we will strengthen strategic cooperation between Hengqin and Macao to encourage closer coordination across travel offerings, shared visitor touchpoints, and more integrated travel between destinations. As we keep enriching our cultural travel portfolio, we remain committed to presenting Chinese culture to international audiences in ways that are engaging, accessible, and relevant to global travelers.”
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