OPINION – Gobi Revelation: Macau tourism’s ultimate experience

How the Xuanzang Road Challenge inspires Macau to move beyond gaming and build a World-Class Tourism and Leisure Destination

By Siu-Ian (Amy) So

Prof Siu-Ian (Amy) So, Director, Centre for Tourism and Integrated Resort Studies (CTIRS); Associate Professor, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau

A wall of dust limited visibility to just fifty meters, tents shuddered violently in storm-force winds, and frosty breath pierced the chilly morning air—the University of Macau (UM) Faculty of Business Administration EMBA Gobi Challenge Team had just completed the 121-kilometer “Xuanzang Road Gobi Challenge.” Hailed by the People’s Daily as “China’s largest and most participated outdoor premium event,” the competition is built on the core principles of “Vision, Action, Perseverance, and Transcendence,” attracting over 5,000 elite participants from top global business schools. Over four days and three nights of extreme challenges, participants covered more than 30 kilometers each day across the desert, confronting a range of harsh conditions. Their journey offers profound insights for Macau as it strives to become a “World Centre of Tourism and Leisure.”

For two decades, this event, held in the Gobi Desert, has tested not only physical endurance but also embodied a spiritual legacy. Over the last 19 years, the race has attracted 99 top business schools from Asia, Europe, and America, with over 207 teams and 60,000 participants taking part. Walking in the footsteps of Master Xuanzang on this millennium-old route, participants experience a complete process of personal transformation—from setting goals to transcending their own limits. This path, once traversed by merchants and travelers along the ancient Silk Road, now witnesses the growth of a new generation of global business leaders.

The market value of extreme experiences

As a benchmark of successful “experiential marketing,” the Gobi Challenge distinguishes itself from ordinary marathons by trading in promises of “transformation” and “growth.” Like top-tier brands that sell not product features but dreams and innovation, the Gobi Challenge event attracts over 5,000 corporate executives annually, proving the immense market value of deeply immersive experiences. This model offers a critical reference for Macau as it shifts its focus from “gaming” to “tourism and leisure.”

Macau’s future competitiveness will depend on its ability to create emotionally resonant experiences for visitors. During the challenge, participants endured sandstorms that reduced visibility to under ten meters and faced extreme day-to-night temperature fluctuations. Relying on voice commands to stay connected, team members forged a spirit of collaboration and adaptability in the face of adversity—precisely the soft skills Macau must cultivate to diversify its tourism offerings.

Resilience amid Uuncertainty

The Gobi’s unpredictable climate mirrors today’s volatile business environment which filled with uncertainty and challenges. Navigating sandstorms, securing shelters in gale-force winds, and adapting rapidly to harsh conditions—these experiences honed the participants’ ability to find a way forward, together, under extreme pressure. Such resilience is indispensable as Macau advances its economic diversification.

The seamless integration of the Gobi Challenge with the tourism industry in Dunhuang demonstrates how themed sport events can powerfully drive regional tourism economies. Macau should take inspiration from this “Sports + Tourism + Culture” model to develop its own landmark activities with cultural depth. Just as the challenge has revitalized the Gobi Desert, Macau can enhance its unique urban charm in the modern era by creating one-of-a-kind experiences.

From concept to practice: A roadmap for transformation

Adopting this model of unique experience creation will require Macau’s tourism industry to shift from selling “functions” to selling “experiences.” The goal must be to craft moments so memorable that visitors feel compelled to share them—this is the direction Macau must pursue in establishing itself as a World Centre of Tourism and Leisure.

“The path is long and rugged, but perseverance will lead to the destination.” UM’s EMBA faculty and students exemplified this spirit, completing the extreme challenge with extraordinary courage and earning two prestigious awards—the “Shackleton Award,” symbolizing team spirit, and the ” Succession Excellence Award,” representing the competition’s core values. These individuals represent exactly the kind of business leaders Macau needs to shape its future, embodying the powerful synergy between the Gobi spirit and urban development.

The lesson from the Gobi Challenge is clear: sustainable tourism development requires a vision to guide the way, action to achieve breakthroughs, and perseverance to overcome obstacles—ultimately leading to transcendence. With this spirit lighting the way, Macau will undoubtedly shine even brighter on its path of transformation.Prof Siu-Ian (Amy) So, Director, Centre for Tourism and Integrated Resort Studies (CTIRS); Associate Professor, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau