On 10 September, the 2026 Zhuhai-Macau-Hengqin Super Commercial Power Forum was successfully held in Hengqin. As an important sub-forum of the 5th China (Macau) International High-Quality Consumer Goods Expo and the Hengqin World Bay Area Forum, the event focused on high-quality development in the Greater Bay Area and the construction of the Hengqin Guangdong-Macao In-Depth Cooperation Zone. Bringing together industry experts, the forum explored topics including Zhuhai-Macau-Hengqin commercial synergy, cultural tourism and commercial integration, and cross-border consumption upgrading, with the aim of identifying pathways to build a super consumption destination in the Bay Area.

Professor Yihui Tian, Associate Dean of the Faculty of Business (FOB) at City University of Macau, was invited to attend and served as a roundtable keynote speaker. Under the theme "Jointly Building a Greater Bay Area Super Destination: Empowering the Cross-Border Consumption Era through Differentiated Commerce," he shared professional insights on key issues including the development of distinctive regional consumption, cultural tourism and commercial integration, and the construction of a two-way consumer market.

Professor Tian pointed out that the core of Zhuhai-Macau-Hengqin cross-border consumption lies in achieving a "two-way flow" of markets—balancing the experience of mainland tourists with the daily consumption, leisure, and wellness needs of Hong Kong and Macau residents, thereby breaking away from the traditional one-way tourism consumption model. He proposed that regional commerce must move beyond a单一的 shopping format and incorporate cultural tourism scenarios such as exhibitions, intangible cultural heritage, and educational tourism, building a new model of "cultural tourism creating scenarios, commerce driving conversion." At the same time, leveraging the differentiated resources of the three regions, a dual-track commercial system should be established: deepening cross-border cultural tourism consumption for mainland visitors while improving lifestyle-oriented supporting facilities for Hong Kong and Macau residents, transforming short-term visitor flows into regular cross-city consumer traffic and helping Zhuhai-Macau-Hengqin build a super commercial destination in the Bay Area.

This participation fully demonstrates the mission and commitment of FOB scholars in deeply engaging with and empowering the commercial development of the Greater Bay Area through think-tank contributions. Standing at the forefront of Bay Area development, the Faculty offers professional academic perspectives and recommendations for the synergistic upgrading of Zhuhai-Macau-Hengqin commerce, promoting the alignment of theoretical research with regional industry practice and effectively enhancing the Faculty's academic influence in the Bay Area's commercial sector. At the same time, by leveraging high-end industry platforms to deepen industry-academia-research collaboration, the Faculty supports disciplinary development and business talent cultivation, continuing to serve the high-quality development of the Bay Area through academic strength.