Uber Returns to Macau After Seven-Year Hiatus, Marking Strategic Re-entry into Asian Market
(Bloomberg) -- Uber Technologies Inc. is making a calculated return to Asia, relaunching its ride-hailing platform in Macau after a seven-year absence. The move represents the company's first new market entry in the region since its high-profile exits from China and Southeast Asia, testing the waters in a unique, tourism-driven economy.
Starting Tuesday, users in the special administrative region can book and pay for taxi services through the Uber app in multiple languages. In a notable expansion of its offering, the company will also operate a premium limousine service connecting Macau with neighboring Hong Kong, requiring bookings at least 24 hours in advance due to cross-border regulatory requirements.
This relaunch underscores Uber's revised strategy for Asia—focusing on markets with clear regulatory pathways and high tourist density rather than pursuing costly, dominance-at-all-costs battles. After selling its China operations to Didi Global Inc. in 2016 and ceding Southeast Asia to Grab Holdings Ltd. in 2018, Uber has maintained a presence in larger, established markets like India, Japan, and South Korea. Macau offers a compact, high-value proving ground.
"We are actively recruiting driver-partners in Macau and offering incentives for early completions," a company spokesperson stated, without disclosing how many of the territory's locally controlled taxis have signed on. Industry analysts suggest initial supply may be limited, potentially affecting wait times during the rollout phase.
The relaunch coincides with Macau's robust post-pandemic recovery. As the only place in China where casino gambling is legal, the territory drew over 28 million visitors last year, generating gaming revenues exceeding $30 billion. It remains a premier destination for mainland Chinese tourists and international visitors, many of whom transit through Hong Kong.
Uber's return also aligns with its broader technological ambitions. CEO Dara Khosrowshahi told Bloomberg Television in December that the company aims to deploy robotaxi services in more than 10 markets by late 2026, with Hong Kong and Japan among potential locations. Success in Macau could provide valuable operational data for future autonomous vehicle trials in dense, complex urban environments.
Market Reaction & Analyst Commentary:
"This is a smart, low-risk re-entry," says David Chen, a transport technology analyst at Macau Polytechnic Institute. "Macau's tourism economy and existing familiarity with the Uber brand from prior operations create a favorable launchpad. The cross-border service to Hong Kong taps into a consistent, high-spending clientele."
"Too little, too late," counters Maya Rodriguez, a senior fellow at the Asia Mobility Institute. "Uber is picking up crumbs after losing the mainland and Southeast Asia. Macau's taxi associations are powerful, and the market is tiny compared to what they surrendered. This feels more like a PR move than a serious growth strategy."
"As a frequent business traveler between Hong Kong and Macau, the booked limo service is a welcome addition," shares Kenji Tanaka, a finance executive based in Hong Kong. "Reliability and fixed pricing are worth the advance planning. If they can ensure consistent availability, it will capture a loyal segment."
"I remember using Uber here before 2017. The app was convenient, but drivers were scarce," notes Li Jia, a resident of Macau. "The success this time depends entirely on how many cars they can actually get on the road, especially during peak hours or when it rains."
--With assistance from Natalie Lung.
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