Project highlights commitment to the district’s community and unique culture, providing support to SMEs and optimizing the street’s environment to attract more locals, visitors, and businesses, and boost the economy, Wynn Macau indicates
The pilot scheme to pedestrianise Rua da Felicidade has the potential to transform the district located at the heart of Macau’s city centre into a renowned “community landmark,” not only attracting more international visitors to Macau but also enhancing the business environment for local small and medium-sized enterprises (SMEs), said Linda Chen, President, Vice Chairman and Executive Director of gaming and integrated resorts operator Wynn Macau.
The “Rua da Felicidade Pedestrian Zone Project,” supported by Wynn Macau in collaboration with the Macau Government, officially commenced on September 29, offering a wide range of attractions and amenities designed to entice visitors.
The pedestrian zone, opening exclusively to foot traffic from 11 am to 1 am every day, covers Rua da Felicidade and the adjacent alleys, including Travessa do Mastro, Travessa do Aterro Novo, Rua Do Matapau, and Travessa de Hó Lo Quai.
“Rua da Felicidade is a renowned old street surrounded by abundant tourism resources in Macau. Given its high historical and cultural value, the area has excellent conditions for revitalisation and utilisation,” Ms. Chen said.
“Wynn fully leverages its own resources and business expertise to enrich the cultural and tourism elements of Rua da Felicidade, including optimising the atmosphere of the street, introducing large-scale art installations, a cultural and creative market, art and cultural events, an interactive check-in game, and a night market experience,” she remarked.
“By incorporating diverse content, we aim to create a community landmark that is a must-visit for tourists and to establish a new business environment,” she added.
Daytime and night markets
One of the highlights of the Rua da Felicidade zone is a daytime cultural market. In collaboration with the Industry and Commerce Association of Macau, Wynn Macau has invited a diverse range of local cultural and creative brands to showcase their products and handicrafts in the market.
A roadside bar and food trucks are also set up in the district every night, creating a unique night market atmosphere that gradually envelops the neighbourhood, as illustrated by Ms. Chen.
“By incorporating diverse content, we aim to create a community landmark that is a must-visit for tourists and to establish a new business environment” – Linda Chen
An interconnected business district WeChat mini-programme has also been developed, with 60 check-in signs available throughout the pedestrian zone for visitors to access information about landmarks and merchants in the district. Through the WeChat mini-programme, visitors also have a chance to win prizes from shops and market stalls in Rua da Felicidade, as well as cash vouchers from 40 SMEs. Over 150,000 people and more than 60 SMEs are expected to benefit from this interactive offering, the operator has estimated.
“The pilot scheme is expected to benefit the businesses at the Rua da Felicidade and in the surrounding areas, attract more visitors and further boost the economy of the community,” Ms. Chen noted. “It also aims to maximise efforts to promote tourism in Macau’s old districts, thereby enhancing the overall attractiveness of Macau.”
The Rua da Felicidade Pedestrian Zone is the first community revitalisation project launched through a partnership between the Macau government and a gaming concessionaire. Standing for “Happiness Street” in Portuguese, it is located next to the city’s main thoroughfare, Avenida de Almeida Ribeiro. The street also holds historical significance as it was once known for its vibrant nightlife attractions during the Chinese Qing Dynasty, including brothels and other entertainment venues.
East Meets West
In addition, the pedestrian zone features various photogenic installations placed throughout. At the main entrance of Rua da Felicidade, there is a floral installation inspired by the acclaimed floral designer Preston Bailey’s “hot air balloon” design, apart from a large gashapon machine, embellished lanterns, and moon rabbit installations across the zone, according to Wynn Macau.
To underscore the district’s Chinese and Western influences, nearly 20 Mainland Chinese and local performers have been invited to host daily performances in the zone during the pilot period. “In particular, the cultural and historical highlights that represent the blend of Chinese and Western cultures can attract international tourists and further assist Macau in expanding the international visitor market,” Ms. Chen indicated.
“The pilot scheme is expected to benefit the businesses at the Rua da Felicidade and in the surrounding areas, attract more visitors and further boost the economy of the community” – Linda Chen
With the start of the city’s six 10-year gaming concessions this year, the six local gaming operators have been tasked with the responsibility to enhance international visitation and develop non-gaming offerings. This includes initiatives such as promoting community tourism and revitalising old neighbourhoods within the city.
The government has previously identified six local sites for the gaming concessionaires to rejuvenate, including Rua da Felicidade, Piers 23 and 25 in Inner Harbour, Avenida Almeida Ribeiro and Rua de Cinco de Outubro, the Barra district, the Iec Long Firecracker Factory in Taipa, and the Lai Chi Vun Shipyard in Coloane.
Community focus
In addition to the Rua da Felicidade pedestrian project, Wynn Macau has actively engaged in community efforts to support local SMEs, as highlighted by Linda Chen. One notable example is their collaboration with the Industry and Commerce Association of Macau to organise a series of community markets throughout the city, including the Coloane Marques Market.
Over the past 6 years, the series of community markets has attracted over 2 million participants, facilitated brand promotion for over 300 SMEs, generated over 300,000 views on live-streaming sessions with internet influencers, and successfully launched two immersive historic and cultural tours to enhance the cultural aspects of community tourism in Macau, the Wynn executive stated.
“Wynn will continue to cooperate with the Macau SAR Government’s ‘1+4’ moderate diversified development strategy and cooperate with different stakeholders in the community,” Chen said. This would help contribute to the orderly development of non-gaming and community tourism in Macau and promote the comprehensive development of Macau’s economy and tourism, she added.
The “1+4” development strategy, introduced by the Macau government in recent years, aims to position Macau as an international tourism destination while fostering growth in four emerging sectors: health and wellness, modern finance, technology, MICE (meetings, incentives, conferences, and exhibitions), culture, and sports.
*This article is part of the MNA Tourism Plus Partnership Series
