As part of Macau University of Science and Technology (MUST) 25th Anniversary Celebrations, the Faculty of Hospitality and Tourism Management (FHTM) at MUST organized the "2025 Roundtable Forum: Digital Transformation in Tourism – From Traditional Services to Smart Experiences." Held on April 9, 2025, the event brought together industry leaders and academics to explore the role of big data analytics and intelligent technologies in reshaping the future of tourism and hospitality.
The event featured keynote speakers including Deputy Director Li Jun from the Rural Revitalization Research Institute of South China Normal University, Professor Zhang Long, Editor-in-Chief of IJSSM and professor at China University of Geosciences, and Assistant Professor Jose, Wong Weng Chou, Assistant Dean of the FHTM at MUST. The forum aimed to enhance the academic literacy of faculty and students, establish a platform for academic collaboration, and explore the development and application of artificial intelligence in the hospitality and tourism industries. Over 100 faculty and students from the FHTM, including Dean Ben K. Goh, Vice Dean Timothy Lee, Assistant Dean Zhang Yang, and Program Director Pan Su Ying, attended the forum.
Group Photo
Before the roundtable forum began, Dean Ben K. Goh delivered a welcome address and presented souvenirs to the three guests. The first part of the forum featured keynote speeches by the invited guests. Professor Zhang Long comprehensively explained how the development of high-tech impacts the tourism industry ecosystem. Professor Li Jun introduced the opportunities and challenges of integrating artificial intelligence into the tourism industry in an engaging and accessible manner. At the end of the roundtable forum, Assistant Dean Wong Weng Chou, Jose shared practical examples of how to build a personal knowledge base using artificial intelligence. The three guests showcased the limitless possibilities of integrating tourism and technology from different perspectives.
Dean Ben K. Goh's Address Speech
Keynote Speakers received a souvenir from Dean Ben K. Goh
The second part of the forum featured a panel discussion, where the three guests engaged in an in-depth dialogue on themes such as technology, research, and innovation. They shared their unique insights based on their personal experiences and provided constructive guidance for graduate students on overcoming challenges in their future academic and professional lives. After the guests' sharing, the event offered students a chance to interact face-to-face with academic experts and mentors, deepening their understanding of the topics. The forum concluded successfully on this note.
Guest Panel Discussion
Professor Zhang Long with Teachers and Students of FHTM
