Lusophone Tourism: Bridging Continents, Building Economies by Mary Mendoza (Part I)

In a world increasingly shaped by cultural capital and experiential tourism, Vasco da Gama’s historic maritime route offers more than a romanticised narrative: it provides a strategic framework for economic connectivity across Lusophone markets. On a recent journey I undertook as a strategic consultant based in Macau, I partially retraced da Gama’s route from Macau to Lisbon, passing through key Lusophone and Portuguese-influenced economies across Africa and Europe. The implications for tourism, hospitality and cultural investment are significant.

This route mirrors the fifteenth-century spice trail pioneered by Vasco da Gama. From Macau (SAR, China), with its Portuguese architecture and linguistic heritage, to Cape Town (South Africa), where da Gama rounded the Cape of Good Hope, each stop reflects his enduring legacy. Walvis Bay (Namibia) recalls the path of early Portuguese explorers, while Luanda (Angola) and São Tomé and Príncipe showcase colonial forts and Lusophone culture. Although Abidjan (Côte d’Ivoire) and Dakar (Senegal) bear lighter Portuguese imprints, they formed part of the mapped Atlantic coast during the Age of Discovery. The Canary Islands (Spain), including Tenerife and Las Palmas, served as vital stopovers for Portuguese expeditions. Finally, Lisbon (Portugal) stands as the proud departure point of da Gama’s voyage, home to monuments and his tomb, marking both the beginning and the end of a trail that reshaped global trade.

Today, however, it represents not only history but also a corridor of soft power, heritage branding and tourism economics. Each destination along the route displays varying degrees of Portuguese cultural legacy, from colonial architecture and creole languages to gastronomy and religious traditions.

According to the World Travel & Tourism Council (WTTC), Lusophone countries collectively contribute billions to global tourism GDP as shown in this table. 

Macau, as a Special Administrative Region (SAR) with deep Portuguese roots, is uniquely positioned to act as a gateway to this cultural and economic network. The SAR’s “1+4” diversification strategy, anchored in tourism, culture and MICE, aligns with the broader opportunity to leverage Lusophone heritage for both inbound and outbound tourism flows.

In 2024, Macau recorded 34.93 million visitor arrivals, reaching 88.6 per cent of pre-pandemic levels. Yet the real opportunity lies in value creation, not merely volume. In 2019, data from the Macao University of Tourism (formerly IFT) indicated that Portuguese heritage ranked higher than Chinese heritage among tourists from Hong Kong, Taiwan and Mainland China. This insight suggests that Lusophone branding—whether through culinary experiences, architectural preservation or cultural festivals—can serve as a high-yield differentiator in Macau’s tourism portfolio.

This journey also underscores the economic diversity of Lusophone destinations. Angola, for example, is transitioning from an oil-dependent economy towards one that embraces cultural tourism and luxury hospitality.

São Tomé and Príncipe, with its cocoa heritage and Portuguese forts, is emerging as a boutique eco-tourism hub. Cape Town and Walvis Bay highlight opportunities in marine and heritage tourism, while Dakar and Abidjan are investing in urban regeneration and diaspora engagement.

As part of a strategic tourism initiative, a scalable framework could be developed to connect Lusophone destinations through curated itineraries inspired by Vasco da Gama’s historic maritime route. This model would integrate cultural programming, heritage-focused excursions and culinary diplomacy to strengthen cross-cultural engagement. In this context, Macau could be repositioned as a pivotal maritime gateway for the Portuguese-speaking world, while at the same time maintaining its role as a key entry point to China for Lusophone countries.