Whatever you do don't mention the "C" word.
In Macao's case the C word is casino.
What used to be promoted as one of Asia's leading gambling destinations is now making every effort not to mention its many casinos. At all.
Take a press release this week from Digital travel platform Agoda and Sands China Ltd.
The two groups have signed a Memorandum of Understanding to jointly promote Macao as a prime destination for both leisure and business travellers, the release says.
"The agreement aims to elevate Macao's status as a premium destination by showcasing its iconic UNESCO World Heritage sites, diverse attractions, and stunning landmarks.
"The partnership also involves launching joint marketing campaigns and creating customized products to attract high-value international guests. Both organizations will continue to explore additional ways to combine their strengths to draw more visitors to Macao, making it an even more attractive destination for diverse travellers."
It goes on to describe Sands China as "the largest integrated resorts operator and the market leader, with five integrated resorts in Macao including the unique European-themed resort city on the Cotai Strip.
"The Venetian Macao, The Parisian Macao, The Londoner Macao, and Four Seasons Macao are all interconnected, offering an array of world-class facilities including 10 international hotel brands, 12,500 hotel rooms and suites, over 150 dining options, over 150,000 sqm of meetings, Incentives, conferences, and exhibitions space, around 850 stores featuring world-renowned brands and six entertainment venues including the 15,000-seat Cotai Arena and the 6,000-seat The Londoner Arena."
Impressive. But not a mention anywhere of casinos, or gambling. The Chinese don't like it, apparently.
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