CityU Macau Study Tour Instructor (Elementary) Programme – Phase 2 Launched to Unlock the Value of Study Tourism in Macau

The International Training and Testing Center (ITTC) of City University of Macau, in collaboration with the Macau Study Tour Exchange Association and the Guangdong Study Tour Association, launched the second phase of the Study Tour Instructor (Elementary) programme following the success of the first phase in March.  The initiative continues to cultivate professional talent for study-tour services in Macau and the Greater Bay Area, injecting fresh momentum into regional study-tourism development.

Uncovering Macau’s Unique Study-Tour Value

Unlike the previous cohort, this face-to-face programme centres on “Developing Macau Study-Tour Products”.  It systematically explores the future of cultural tourism and study tours with industry practitioners.

The programme invited Prof. Li Xi, Executive Associate Dean of the School of International Tourism and Management (SITM), City University of Macau, to deliver a keynote on “Study-Tour Resources and Project Development”.  From an innovative “Study + Tourism” perspective, Prof. Li analysed the relationship between the study-tour industry and Macau’s socio-economic diversification.  He proposed integrated strategies and practical pathways for “Culture + Education + Tourism” convergence, encouraging participants to uncover distinctive study-tour routes through coursework and fieldwork.

Macau World Heritage Trail – Exploring Cultural & Study-Tour Value

The field-tour route started at A-Ma Temple, passed by the Maritime Administration Building and Lilau Square, and concluded at the Mandarin’s House.  Participants re-examined this 400-year-old East-meets-West heritage corridor to mine its cultural depth and tourism potential.

Through sharing best-practice cases from China and abroad, instructors demonstrated how traditional rituals can be transformed into immersive cultural experiences.  Participants were inspired to think about how—within Macau’s multicultural setting—elements such as Mazu belief and Catholic traditions can be respectfully and creatively woven into innovative cultural programmes, enabling visitors to gain deeper appreciation of local religions and culture.

The programme also encouraged lively discussion on the challenges and opportunities facing Macau’s heritage-tourism development, fostering innovative mind-sets and problem-solving skills among cultural-tourism professionals and helping them break free from conventional frameworks to envision new potential and pathways for study tourism in Macau.

Building a Learning Platform for Study-Tour Talent in Macau & the Greater Bay Area

Adopting a cross-regional cooperation model, the programme establishes a professional and efficient talent-training exchange platform, laying a solid foundation for study-tour education in Macau and the Greater Bay Area and further advancing regional educational collaboration.

Upon successful assessment, participants will receive the “Study Tour Instructor (Elementary)” certificate jointly issued by the Guangdong Study Tour Association, the ITTC of City University of Macau, and the Macau Study Tour Exchange Association.  This certificate is mutually recognised by all member associations of the National Study Tour (Provincial/Municipal) Association Joint Conference and can be used as proof of professional qualification.