What Macau Tower Convention & Entertainment Centre does

Macau Tower Convention & Entertainment Centre operates a 338-meter integrated observation, dining, adventure, and convention complex in the Macau Special Administrative Region. Built in 1998 and officially opened in December 2001, the tower was conceived by Dr. Stanley Ho after he visited Auckland's Sky Tower. It features a 223-meter observation deck on the 58th floor, the territory's only 360-degree revolving restaurant (360° Café) on the 60th floor completing one rotation roughly every 90 minutes, and a suite of proprietary attractions including AJ Hackett's world-record 233-meter commercial bungy jump (Guinness World Record since December 2006). The asset is wholly owned by Macau Slot Company (part of the SJM Holdings group) and professionally managed by Hong Kong-listed Shun Tak Group Limited (HKEX: 0242).

Name

Macau Tower Convention & Entertainment Centre

Legal name

Macau Tower Convention & Entertainment Centre

Website

https://macautower.com.mo

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Macau Tower Convention & Entertainment Centre operates a 338-meter integrated observation, dining, adventure, and convention complex in Macau, serving tourists, residents, and corporate clients via observation tickets, five F&B outlets, AJ Hackett adventure activities, MICE venue rental, retail, advertising, and a subscription membership.

Ownership category

akta.pro rank

Product category

Tourist Attraction and Entertainment Complex

NAICS

Amusement and Theme Parks (71311), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Observation Decks & Viewing Platforms (THAJACAA)

akta.pro secondary industry

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

Keywords

• Observation tower experiences
• Sightseeing attraction tickets
• Revolving restaurant dining
• MICE event venue rental
• Adventure tourism activities

Headquarters

HQ city

Macau

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Observation Deck Admission: The tower generates revenue from selling observation deck tickets at various price points, including family packages, couple packages, tour packages (with open-top bus), photo packages, and premium lounge access (180 Lounge VIP experience). Ticket categories include JOGUMAN themed family packages, lemonade packages, barista packages, LED packages, plush toy packages, and premium all-inclusive lounge packages.
2. Dining (360° Café, Tromba Rija, Lua Azul, Patisserie, Café on 4): Revenue from five food and beverage outlets: 360° Café (revolving buffet restaurant on 60/F), Tromba Rija (Portuguese cuisine), Lua Azul (Cantonese/Chinese cuisine), Patisserie (French bakery and café), and Café on 4 (coffee and light bites). Revenue is generated through buffet meals, afternoon tea sets, set menus, private event bookings, and takeaway items including suckling pig and mooncakes.
3. Adventure Activities (AJ Hackett): Revenue share or commission from adventure activities including bungy jump, skyjump, skywalk, and tower climb operated by AJ Hackett on the tower. Tickets for these activities are booked through the AJ Hackett/Skypark Global website.
4. MICE and Private Event Venue Rental: Revenue from renting tower venues for meetings, conferences, exhibitions, banquets, and private events. Venues include 囍宴廳 (Banquet Hall), 大禮堂 (Grand Hall), outdoor plaza,露天平台, restaurants, and a new GF ground-level space accommodating up to 200 cocktail reception guests. Includes spring dinner packages (春茗套餐) and社团套餐 for associations.
5. Retail Leasing (PISA LUXURY, ISA, Macau Creations, Happy Corner): Revenue from leasing retail spaces to tenants including PISA LUXURY (luxury multi-brand retailer, Level LG), ISA (premium fashion store, Level LG), Macau Creations (Macanese cultural products, Level T1), and Happy Corner social enterprise (disability crafts, Level LG).
6. Official Souvenirs and Merchandise: Revenue from selling Macau Tower-branded merchandise including plush toys (JOGUMAN, Monchhichi collab, snakes, bears), 3D puzzles, acrylic puzzles, LED lights, cups, bottle lids, magic cubes, umbrellas, paper clips, notebooks, necklaces, and Tower Florist arrangements. Sales are conducted via the online shop with in-store pickup at T1 counter.
7. Annual Membership (Macau Tower Limitless Pass): The Macau Tower Limitless (澳門旅遊塔無限通) annual membership program charges MOP 988 (promotional price) for 12 months of benefits including unlimited observation deck access, discounts on dining (20% off at 360 Café, Lua Azul, Tromba Rija), 30% off Skypark adventure activities, 15% off partner hotel restaurants, birthday cake and free dinner, and welcome gifts.
8. Advertising and Sponsorship: Revenue from selling advertising placements across tower digital assets including the exterior LED billboard, lobby TV, observation deck TVs, kiosk screens, and tower-body branding. Also includes tower lighting sponsorship for causes (e.g., blue lighting for autism awareness).

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels7 records

Core offering

Macau Tower Convention & Entertainment Centre operates a 338-meter observation and entertainment tower in Macau featuring a 360° observation deck at 223 meters, five dining venues, AJ Hackett adventure activities including the world's highest commercial bungy jump, MICE/private event venues, retail tenants, souvenir shops, and digital advertising displays. The complex integrates tourism, hospitality, and event hosting under a single landmark destination.

Differentiator

Problem solved

Functional benefit

Brands

• Limitless Macau Tower: Annual membership program offering unlimited observation deck access, dining discounts, and birthday privileges.

Products and services

• Observation Deck Admission Ticketed access to the 360-degree observation deck on the 58th floor at 223 meters, featuring reinforced glass floor sections and panoramic views of Macau, Taipa, Hengqin, Zhuhai, and the Pearl River Delta. Available in multiple package tiers (family, couple, photo, lemonade, JOGUMAN-themed). For tourists, families, and visitors of all ages.
• 360° Café Revolving Buffet Restaurant Macau's only revolving restaurant on the 60th floor completing one full rotation every ~90 minutes. Serves international buffet lunch, afternoon tea sets, and buffet dinner. For tourists, families, and special occasion diners.
• Tromba Rija Portuguese Restaurant Portuguese cuisine restaurant offering buffet lunch, afternoon tea, buffet dinner, set lunch menus, and whole suckling pig takeaway. Over 150 seats including indoor, outdoor terrace, and private dining room. For diners seeking authentic Portuguese cuisine and event groups.
• Lua Azul Cantonese Restaurant Authentic Cantonese and Chinese cuisine restaurant on the 3/F, offering dim sum set lunch (weekdays), à la carte dinner, mooncake gift boxes (seasonal), and Alaskan king crab set menus. For Chinese cuisine diners, families, and gift buyers.
• Patisserie French Café & Deli French bakery and café offering signature cakes (MOP 210-450) including seasonal cakes for Father's Day, Mother's Day, and Christmas, plus pastries and light bites. Online pre-order 2 days in advance available. For cake/gift buyers and casual diners.
• AJ Hackett Sky Adventure Activities Bungy jumping (233m, world-record height), skyjump, skywalk, and tower climb operated by AJ Hackett at the tower. Tickets booked through the AJ Hackett/Skypark Global website. Evening operations available (6pm winter / 7:30pm summer). For thrill seekers, adventure tourists, families, and bucket-list travelers.
• MICE and Private Event Venue Rental Venue rental for corporate meetings, conferences, exhibitions, banquets, weddings, and private events. Includes Banquet Hall, Grand Hall, outdoor plaza, restaurants, and ground-floor event space. Spring dinner packages and association banquet packages available. Direct sales team at [email protected]. For corporate clients, associations, and wedding couples.
• Macau Tower Limitless Annual Membership Annual subscription membership (澳門旅遊塔無限通) priced at MOP 988 (promotional) for 12 months. Benefits include unlimited observation deck access, 20% off dining at 360° Café, Lua Azul, and Tromba Rija, 30% off Skypark adventures, 15% off partner hotel restaurants, free birthday cake and dinner, welcome gift, and one free companion visit. For Macau residents and frequent visitors.
• Macau Tower Souvenirs and Merchandise Branded merchandise including plush toys (MOP 58-799), JOGUMAN tote bags, 3D/acrylic puzzles (MOP 98), tower cups, LED lights, magic cubes, umbrellas, paper clips, and floral arrangements (MOP 550-880). Pre-order online with pickup at T1 counter. For tourists, gift buyers, and collectors.
• Lua Azul Mooncake Gift Box Seasonal mooncake gift box containing four flavors (low sugar double yolk lotus seed, black sesame, coffee, pineapple). Early bird MOP 280 (40% off) until 20 Aug 2026; pickup 1-24 Sep 2026 at Lua Azul restaurant. For Mid-Autumn Festival gift buyers.
• Tromba Rija Suckling Pig Takeaway Whole Portuguese suckling pig takeaway (~2kg, serves 3-4) with black pepper sauce and chips, priced at MOP 980. Requires minimum 2-day advance order. For families, dinner hosts, and celebration meals.
• Tower Advertising and Sponsorship Advertising space rental across tower digital assets: exterior LED billboard (9.4m x 12m), lobby TV (10.8m x 8m), eight observation deck TV screens, self-service kiosk displays, and night-time tower body branding. Tower lighting sponsorship for causes also available. For brand marketers and corporate advertisers.
• 180 Lounge VIP Bar Experience Premium VIP lounge experience on the 59/F (180 Lounge) bundled with observation deck access, unlimited beverages (beer, soft drinks, juice, coffee, tea, wine), and Portuguese dessert set. MOP 298 per person; family package MOP 696. Net pricing with no service charge. For premium experience seekers and special occasion visitors.
• Self-Parking Service Indoor paid self-parking service at MOP 30/hour for cars and MOP 5/hour for motorcycles. Free 2 hours with MOP 100+ spending at Macau Tower; free 30 minutes with Patisserie purchase. For self-driving visitors.

Quantifiable outcome

• Guinness World Record: highest commercial bungy jump in the world at 233 meters since December 2006
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Guangzhou Tower (广州塔)coreStrategic or Co-development Partner · 17 July 2013Macau Tower and Guangzhou Tower formed a strategic alliance in July 2013. This partnership between two iconic towers in the Pearl River Delta region aims to promote tourism and cultural exchange between Macau and Guangzhou, sharing best practices in tower management and visitor experiences.
• Madame Tussauds Hong KongminorStrategic or Co-development Partner · 4 July 2013In July 2013, Madame Tussauds Hong Kong celebrity wax figures were displayed at Macau Tower's observation level, creating a 'stargazing' experience for visitors. This was a limited-time cultural entertainment partnership bringing internationally renowned celebrity wax figures to Macau Tower.
• Macau Creations (澳門佳作)minorChannel Partner/ Reseller/ Distributor · 1 January 2013Macau Creations opened its third location at Macau Tower in 2013, establishing it as the brand's headquarters. The store promotes Macanese cultural and creative products, collaborating with local artists and designers to create authentic Macanese items under the motto 'Live culture. Brand Creatively.' Location: Level T1. Hours: Weekday 10:15am-6:45pm, Weekend 11:15am-7:45pm.
• AJ Hackett (Skypark Global)coreStrategic or Co-development Partner · 1 December 2006AJ Hackett operates all sky adventure activities at Macau Tower including the world-record-breaking bungy jump (233m, Guinness World Record since December 2006), skyjump, skywalk, and tower climb (百步登天). AJ Hackett is a world-renowned adventure tourism operator originating from New Zealand. Evening activities available from 6pm (winter) and 7:30pm (summer). All adventure tickets must be booked through the AJ Hackett/Skypark Global website.
• Partner Hotels with Free Shuttle Bus ServiceminorChannel Partner/ Reseller/ DistributorMultiple luxury hotels provide free shuttle buses to/from Macau Tower: Grand Lisboa Palace (回力海立方), Grand Lisboa (葡京酒店), Macau Yasen Hotel (澳門雅辰酒店), MGM Macau, and MGM Cotai (美獅美高梅). These shuttle services expand accessibility for hotel guests and drive visitor traffic to the tower.
• PISA LUXURYminorChannel Partner/ Reseller/ DistributorPISA LUXURY is a multi-brand luxury retailer occupying Level LG of Macau Tower. It offers over 100 luxury brands including Gucci, Burberry, Prada, and Dior. PISA LUXURY pays rent to Macau Tower for the retail space, contributing to tower's non-ticketing revenue. Operating hours: 11am-8pm daily.
• ISAminorChannel Partner/ Reseller/ DistributorISA is a premium brand and fashion store established in Hong Kong for over 40 years, launching its first flagship store at Macau Tower. It offers over 30 luxury brands including Gucci, Armani, Fendi, Prada, Cartier, and Dunhill. Contact: (853) 2896 7880.
• Stecco Natura GelaterieminorChannel Partner/ Reseller/ DistributorStecco Natura Gelaterie is a Sicilian, Italy-origin gelato brand operating a kiosk at Macau Tower (Level LG). The brand makes gelato and sorbet with natural ingredients, providing an authentic Italian frozen dessert option for tower visitors. Hours: 10am-7pm.
• Happy Corner (喜悅閣@旅遊塔站)minorChannel Partner/ Reseller/ DistributorHappy Corner is a social enterprise operated by the Fuhong Society of Macau, the first joint project between a commercial enterprise and NGO at Macau Tower. Macau Tower provides the retail space rent-free. The store sells Macanese handicrafts made by people with disabilities, with all earnings used for charity services and disability work allowances. Contact: (853) 2822 0330.
• Partner Hotels - Macau Tower Limitless ProgramminorGTM or Marketing PartnerUnder the Macau Tower Limitless membership program, member discounts are available at partner hotels: Coloane Bay View Hotel - Panorama Coffee Shop, Lobby Bar, and Chinese Restaurant; Macau Yasen Hotel -荟景阁餐厅, 灆泰国餐厅, 金丽轩中餐厅, 乘風廊酒吧; and Zhuhai Hengqin Yasen Hotel -思方汇餐厅咖啡馆. All offer 15% off for Limitless members.
• Shun Tak Group (信德集團有限公司)coreOthersShun Tak Group is the manager and operator of Macau Tower Convention & Entertainment Centre. The Group is a Hong Kong Stock Exchange listed company (1972 establishment, 1973 listing) with four core businesses: shipping, real estate, hotels, and investments. Shun Tak Group handles all management, HR, corporate communications, and PR for Macau Tower. Parent owner is Macau Gaming Company Limited (澳門旅遊娛樂股份有限公司).
• Macau Government and Transport BureauminorOthersMacau Tower works with Macau transport authorities for bus route designations. Multiple bus routes (9A, 18, 18B, 23, 26, 32, 60, 65) have dedicated stops at M177 Macau Tower. The tower also works with the Light Rail (通往媽閣站) for transit connections.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Burj Khalifa (At the Top): Burj Khalifa's At the Top observation experience is the world's highest observation deck, combined with Armani Hotel and dining. Like Macau Tower, it operates premium observation ticketing, dining, and tourism-driven retail. Both are signature landmarks generating multiple revenue streams from tourism traffic.
• Sky Tower Auckland: Sky Tower in Auckland is the direct architectural and conceptual inspiration for Macau Tower (Dr. Stanley Ho visited Auckland before building Macau Tower). Both operate 328-338m observation towers with revolving restaurants, adventure activities (SkyJump, SkyWalk), and integrated entertainment. They share the same business model of combining observation, dining, and adventure under one iconic structure.
• Sydney Tower Eye: Sydney Tower Eye is a 309m observation tower offering 360-degree views, dining, and tourism experiences. Like Macau Tower, it operates as a landmark attraction with multiple revenue streams including observation deck tickets, revolving restaurant (360 Bar and Dining), and tourism partnerships. Both serve as their city's iconic landmark with multi-revenue attractions.
• Tokyo Skytree: Tokyo Skytree is a 634m tower combining observation decks, retail/dining complex (Tokyo Solamachi), and broadcasting infrastructure. Like Macau Tower, it is a multi-purpose urban landmark with observation, commercial, and tourism revenue streams, and serves as a primary tourist attraction in its market.
• Tokyo Tower: Tokyo Tower is a 333m observation tower (similar height to Macau Tower's 338m) with observation decks, FootTown entertainment complex, and dining. It operates a directly comparable model to Macau Tower as an iconic urban landmark combining views, dining, and entertainment as a tourist destination.
• CN Tower (Toronto): CN Tower operates one of the world's tallest observation towers with the EdgeWalk adventure attraction, 360 Restaurant revolving dining, and tourism-driven foot traffic. Like Macau Tower, it combines observation deck views, world-class adventure activities, and signature dining as core revenue streams, and is a major city landmark.
• The Shard London: The View from The Shard is the UK's highest observation platform, combined with Shangri-La Hotel, residences, and dining venues. The Shard operates a similar model to Macau Tower: iconic vertical structure with observation, dining, retail, and event use across multiple revenue streams.
• Guangzhou Tower (Canton Tower): Guangzhou Tower is a strategic partner of Macau Tower (formed Pearl River Delta tower alliance in July 2013) and operates an identical business model: iconic observation tower with revolving restaurant, adventure activities (Sky Drop, Sky Walk), MICE venues, dining, and tourism-driven foot traffic. Both towers compete for Greater Bay Area tourist visits and share best practices.

Broad incumbents

• Studio City Macau: Studio City is a major Macau integrated resort competing for tourist and MICE visitors. While it offers a broader entertainment portfolio (hotel, casino, theme park, performance venue), it competes directly with Macau Tower for MICE bookings, corporate events, and tourist day-spend in Macau.
• Galaxy Macau Resort: Galaxy Macau is a large integrated resort competing for Macau tourist and MICE spending. It features a wave pool, dining, retail, and extensive MICE facilities including Galaxy Arena. As a major Cotai-based competitor, it draws the same Macau tourists that might otherwise visit Macau Tower.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Macau Tower Convention & Entertainment Centre