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Macau Taps into Influencer Marketing to Attract Thai Tourists

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Macau influencer marketing

Macau is one of the Asian territories that heavily rely on tourism as an income source. Reports show that around 50% of its GDP was generated by direct travel and tourism in 2019, the highest percentage worldwide. The all-time high visitors’ number was reached in December 2019 when no less than 3,2 million people travelled to Macau. However, the COVID-19 crisis began soon after this spike, and the numbers dropped. As the rest of the world is moving forward, Macau is still battling to recover and grow tourist numbers. As a result, the local government has devised a new approach to help the region reclaim its previous glory: influencer marketing. Will this strategy be successful? Which countries are they aiming for?

Special Focus on Thai Tourists

It’s not the first time a country has used influencers to promote its tourism and attract more visitors. However, what’s interesting about Macau’s recent move is that they specifically target Thailand as the source for more travellers.

To achieve this, Macau‘s Government Tourism Office (MGTO) invited a group of 20 people to tour the country earlier in March. Among the participants were five gourmet and travel opinion leaders (heavily-followed influencers) and personalities from Thailand’s mainstream television channels.

It’s the first such “delegation” to visit Macau since the pandemic, and it highlights the country’s efforts to revamp this vital component of its economy. With a combined following of 31 million, the target is to reach more Thai tourists through the voices of the influencers. Furthermore, there’s been talk about an official travel trade delegation that will also come to Macau for business networking and inspection.

MGTO also added that through the several visits of delegations from different Thai sectors, the authorities want to boost Thailanders’ interest in the country as a tourist destination. The influencers spent 4 days in Macau and the Macau Grand Prix Museum, Maritime Museum, Macau Fisherman’s Wharf, and the MinM Plaza. It’s no wonder that Macau started this influencer marketing strategy by focusing on Thailand. In 2019 there were over 150,000 monthly visitors from this country, and Thailand was the 10th biggest contributor to Macau’s tourism.

Games and Entertainment Tourism Opportunities in Macau

The nation’s integrated resorts were also part of the major tourist attractions that Macau has to offer. Since Thailand is still working on the legislative framework to allow more gambling forms, many citizens would take the opportunity of a Macau trip to enjoy some casino games.

 Currently, Thai casino enthusiasts can only play casino games at offshore operators, and the activity doesn’t come without risks. Even so, there are plenty of players that rely on Thaicasinocenter.org for reviews and information about trustworthy casinos, games, or industry news. Therefore, Macau’s wide range of casinos, such as the Venetian, Wynn Palace, and Sands, have the potential to massively contribute to the overall number of tourists visiting the country.

Thanks to these huge integrated resorts, visitors do not have to travel from one place to another for various activities. Shopping centres, hotels, restaurants, kids attractions, and other entertainment venues are available at the location.

Carriers Resume Flights to Macau

Besides the bold move of using influencer marketing to attract visitors from Thailand, Macau’s efforts are sustained by the increasing number of flights and ferry lines that have resumed activity. For example, AirAsia restarted Macau-Bangkok flights in February and links with the Philippines also started operating early in March.

The biggest local airline, Air Macau, is planning to increase flight connections as well as frequency to numerous destinations. Mainly focusing on East and Southeast Asia, the carrier does everything it takes to revamp the flight capacity registered before the pandemic. In addition to air travel, there has also been a resumption of ferry services connecting Macau to neighbouring regions like Hong Kong and Zhuhai. These ferry services have been popular among tourists and will also play a role in getting the country where it was in terms of visitors.

What to Expect in the Future

With the collective efforts of local authorities, airline companies, and various industries in the country, there is a promising opportunity to revive Macau’s tourism success. However, perfect coordination is crucial to regain visitors’ trust after years of pandemic-related struggles. Despite these challenges, the use of influencers to increase Macau’s appeal among Thai tourists is a strategic move that demonstrates openness to modern methods that can make a difference in achieving this ambitious goal.

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

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Travel/Tourism

Aerodrome Certification Catalyst for Investors Confidence at PH Int’l Airport

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Aerodrome Certification PH Airport

By Bon Peters

The South-South Regional Manager of the Federal Airport Authority (FAAN), Mrs Lynda Ezike, has said Aerodrome Certification by the Nigeria Civil Aviation Authority (NCAA) could serve as a catalyst for investors’ confidence for Port Harcourt International Airport in Omagwa, Rivers State.

Mrs Ezike made the assertion in Port Harcourt recently during a chat with newsmen, noting that the certification has also strategically positioned the facility for global recognition, thereby promoting the ease of doing business at the Airport.

The FAAN chief, who also manages the airport, reaffirmed the determination and commitment to leverage on the certification awarded the facility to promote better services.

“We will continue to uphold all operational policies in the aviation sector,” she said, adding that the certification was a confirmation that the facility fully met all global benchmarks.

According to her, the airport topped in infrastructure, operational procedures and safety management, revealing that the NCAA, as part of its drive to institutionalise global standards across Nigeria’s airport networks, recently issued Aerodrome Certificates to Kano and Port Harcourt Airports.

She commended the exercise, emphasizing its importance to boosting investors’ confidence for airline operators, passengers and airport users.

“The certification officially presented on December 19, 2025, followed a strict and rigorously structured regulatory processes jointly carried out by the NCAA and FAAN.

“This collaborative scrutiny underscores the importance of interagency collaboration towards safety and operational excellence across Nigeria’s sectors,” she said.

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Travel/Tourism

NCAA Not Behind Rising Air Fares—Achimugu Tackles Onyema

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NCAA

By Adedapo Adesanya

‎‎The Nigerian Civil Aviation Authority (NCAA) has disputed claims by the chief executive of Air Peace, Mr Allen Onyema, that excessive taxes are responsible for high domestic airfares.

During a recent interview with Arise TV, Mr Onyema stated that a one-hour flight costs over $400 abroad, but in Nigeria, tickets are still sold for N125,000, which he said is equivalent to less than $60. He said this is why the mortality rate of airlines in Nigeria is very high, as over 80 airlines have became non-operational.

‎‎He then said that airlines keep just 23 per cent of a N350,000 ticket after taxes and charges, but the NCAA has pushed back, describing the tax complaints as untrue, blaming the increase in fares on the festive season demand.

On his X handle, the NCAA’s spokesperson, Mr Michael Achimugu, stated that after summoning all domestic airlines, they all admitted to not paying the volume of taxes being publicly complained about.

Mr ‎‎Achimugu blamed the fare hikes witnessed in December on the high demand of the festive season, noting there was no concurrent increase in official taxes or jet fuel costs at the time. He also stated that taxes account for only 5-6 per cent.

“Lies have been told over this matter, over and over. I have addressed this on national TV, major news platforms, and via my X handle. While the NCAA does not regulate airfares, I have invited all of the domestic airlines, bar none, and asked them about these taxes they keep talking about on TV. They all admitted to not paying the volume of taxes being bandied around.

“I don’t understand this 350k and 81k narrative, but I know that, for the kind of support that President Bola Tinubu, the aviation minister, Festus Keyamo, and the DGCA, Capt. Chris Najomo have given to domestic carriers, I see no reason why the government keeps getting thrown under the bus via statements like this.

‎”It is even ironic that, in the same statement, it is alleged that Nigerians pay the lowest domestic airfares in the world while also justifying the astronomical airfares that came to play in December, even though there was no hike in taxes or jet fuel.

‎”If my inviting the airlines themselves, speaking with travel agents, and the relevant departments within the Authority did not agree with the narrative being pushed, I don’t see how this is sustainable. If high taxes were the reason why airfares were 150k-200k, why did tickets well for as high as 500k for a 45-minute trip when the said taxes did not increase?

“‎And this is happening at a time when Festus Keyamo has ensured that domestic carriers now have access to dry lease aircraft, something they have not had in decades. Not a single airline staff I spoke with two weeks ago agreed with the excuses I am reading on social and traditional media,” he said.

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How New Tax Laws Will Benefit Aviation Industry—Oyedele

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Aviation Sector

By Adedapo Adesanya

The federal government has defended Nigeria’s new tax laws, insisting that the reforms will ease, rather than worsen the financial pressure on the aviation industry.

According to the Presidential Fiscal Policy and Tax Reforms Committee, the new framework directly addresses several long-standing tax issues that have driven up airline operating costs over the years.

In a detailed explanation by the Committee’s Chairman, Mr Taiwo Oyedele, the government acknowledged the genuine challenges facing airlines, including multiple taxes, levies and regulatory charges.

This comes after the chairman of Air Peace, Mr Allen Onyema, cautioned that Nigeria’s domestic aviation sector faces a serious financial strain as the tax provisions set to kick start by 2026 risk pushing ticket prices beyond N1 million and forcing airlines to suspend operations.

In a lengthy post on X, formerly known as Twitter, Mr Oyedele noted that extensive consultations with airline operators have taken place and that engagements with stakeholders are ongoing to ensure the reforms deliver tangible relief.

He explained that at the centre of the reforms is the removal of the 10 per cent withholding tax (WHT) on aircraft leases, which has historically been the single largest tax burden on Nigerian airlines. Under the previous regime, airlines paid non-recoverable WHT on leased aircraft, significantly increasing costs and straining cash flow.

He said the new tax laws eliminate this automatic charge and replace it with a rate to be determined by regulation, opening the door for a full exemption or a substantially reduced rate.

“A $50 million aircraft lease previously attracted $5 million in WHT—an amount airlines can now avoid under the new framework,” he illustrated.

The reforms also overhaul the treatment of Value Added Tax (VAT) in the sector. While the temporary VAT suspension introduced after COVID-19 appeared beneficial, it effectively embedded VAT into airline costs because input VAT on assets, consumables and overheads could not be recovered. Under the new laws, airlines become fully VAT-neutral. VAT paid on imported or locally sourced goods and services will be fully claimable, with refunds mandated within 30 days where excess credits arise.

Mr Oyedele said the system is backed by a dedicated tax refund account and allows VAT credits to be offset against other tax liabilities, improving liquidity and reducing cost pressures.

On import duties, the government clarified that existing exemptions on commercial aircraft, engines and spare parts remain intact.

“The new tax laws do not introduce any reversal or additional burden in this area, preserving critical cost relief for airlines that depend heavily on imported equipment,” he said.

He also addressed concerns around ticket prices, noting that the committee is understands that aviation is a low-margin business and that a 7.5 per cent VAT on tickets, within a system of full input VAT recovery, has a much smaller net impact than widely assumed. Even in a worst-case scenario where VAT is not recoverable, the maximum increase would still be limited to the headline 7.5 per cent.

“For example, a N125,000 ticket would rise to no more than N134,375, while a N350,000 ticket would not exceed N376,250,” he said.

The tax titan also noted that further relief is expected from changes to corporate taxation. The new laws provide a framework to reduce corporate income tax from 30 per cent to 25 per cent, a move that would directly benefit airlines.

In addition, several profit-based levies—such as Tertiary Education Tax, NASENI, NITDA and Police levies—have been harmonised into a single Development Levy. This consolidation reduces complexity, lowers the cumulative burden and provides greater certainty for operators.

Addressing complaints about multiple levies and charges on airlines and tickets, the committee clarified that these are not products of the new tax laws. Rather, they are legacy issues that the government is working to resolve through collaboration with industry players and relevant agencies.

Mr Oyedele also maintained that the new tax laws offer a strong legal and policy foundation to resolve long-standing challenges in the aviation sector. By lowering operating costs, improving cash flow and ensuring minimal impact on passengers, the reforms are positioned as a critical part of the solution to the industry’s problems—not the cause.

He stressed that sustained engagement with stakeholders will be key to addressing remaining non-tax issues and ensuring the full benefits of the reforms are realised.

He added that claims not grounded in fact risk undermining progress, noting that the new tax laws are designed to support the long-term viability and growth of Nigeria’s aviation industry.

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