Macao was a destination with high awareness among Singapore audiences, but familiarity had narrowed how it was considered. Long-standing perceptions shaped how the destination was evaluated, often limiting curiosity and reducing consideration beyond established expectations. At the same time, travel decision-making was shifting among younger audiences. Younger travellers assessed destinations differently, placing greater emphasis on experiences, lifestyle, food, and the overall quality of hospitality. These priorities were often underrepresented in how Macao was commonly perceived, creating a gap between what the destination could offer and how it was understood by a new generation. For a tourism board, addressing this gap required nuance. Directly challenging entrenched perceptions risked sounding prescriptive, while surface-level visibility would do little to influence how younger audiences formed intent. New narratives needed to feel discovered rather than declared, and they needed to come from voices that felt credible and culturally aligned.