Cultural governance of Mazu religious tourism

Mazu, also known as A-Ma or Tianhou, is a sea goddess revered by over 200 million devotees and holds a unique historicaland culturalsignificance in Macau. This relationship has evolved profoundly since Macau’s 1999 handover and the 2005 UNESCO recognition of Mazu heritage. Central to this transformation are two developments: the establishment of the A-Ma Cultural Village and the introduction of the A-Ma Cultural and Tourism Festival. Adopting a cultural governance framework based on on anthropological research, interviews and informal conversations with various stakeholders, devotees, andvisitors in Macau, Taiwan and mainland China, this study reveals the socio-economic and political significance of these developments. It uncoversa collaborative dynamics between state actors (the Macau and Chinese governments) and non-state actors (the Fujian community and Taiwanese Mazu temples). By mobilizing the cult of Mazu, they drive Macau’s economic diversification through Mazu-related tourism while fostering cross-Strait cultural and religious exchanges. This aligns with mainland China’s religious united front strategy under the ‘one country, two systems’ framework. The evolving interplay between the Mazu cult, cross-Strait relations, and Macau’s economic diversification highlights a distinctive state-religion dynamic reshaping trilateralties. This transformation reflects not only localized economic strategies but also the extension of mainland China’s cultural governance model into the special administrative region.