Concerts and sporting events have increased weekend footfall at Galaxy Macau by as much as 40% while also driving additional spending across dining and retail, according to a report by Macau Daily News.
Jeffrey Jiang, Galaxy Entertainment Group’s executive vice president of entertainment services, said the resort’s three live entertainment venues including the 16,000-seat Galaxy Arena hosted 74 events across 109 event days during the first seven months of 2026. The events attracted more than 560,000 spectators.
Jiang told Macau Daily News that footfall typically increased by 30% to 40% on weekends when shows were held compared with weekends without events. Restaurant table turnover and reservations also increased during major events.
Galaxy Macau has focused on attracting a broad range of audiences through concerts, comedy shows and sporting events. Jiang highlighted a stand-up performance by US comedian Jimmy O. Yang and a UFC event which attracted significant numbers of visitors from outside mainland China.
The strategy forms part of Macau’s broader push to strengthen non-gaming tourism. The Government and the city’s six gaming operators have increased investment in concerts, sporting events and other entertainment as Macau seeks to diversify its tourism economy and attract visitors from beyond Greater China.
Galaxy Macau’s entertainment strategy focuses on two main audience groups. The first consists of more mature visitors and families with greater spending power who may combine entertainment with dining, retail and gaming activities. The second is younger audiences who can generate social media exposure for Galaxy Macau and Macau more broadly.
Galaxy Macau’s entertainment calendar currently features a large number of performers from mainland China, Hong Kong, Taiwan and South Korea while international acts from Europe and the US remain less common.
Competition for major international performers is intense because global tours typically visit only a limited number of Asian cities. Venue requirements also influence where artists choose to perform.
Meanwhile, Galaxy Arena aims to continue taking a proactive approach to securing major international entertainment events for Macau.
Earlier this week, the Macau Government reaffirmed its target of increasing the contribution of non-gaming industries to around 60% of gross domestic product by 2030
