Betting on traditional Chinese medicine (TCM) within medical tourism (MT) development: the case of Macao

This study examines the introduction and role of traditional Chinese medicine (TCM) within Macao’s new medical tourism (MT) initiative. Supported by the Chinese Central Government, TCM embedded into MT is a key strategy to diversify Macao’s tourism economy beyond gaming. Infused with ancient Chinese cultural traditions and nuances, TCM provides a holistic healing process and potential distinctive tourism destination marketing tactic. This study employed semi-structured, in-depth interviews with 15 professionals linked to TCM in mainland China and Macao. Consolidating the responses, challenges and implications were presented on merging this intangible cultural heritage with Macao’s MT aspirations and to present this as an appealing, distinct, collaborative and sustainable tourism strategy to a wider potential tourism audience in mainland China and internationally, in keeping with the new tourism vision. Our study provides important implications for MT destination development, especially for those locations embedding alternative treatments such as TCM.