Recognition underscores Sands China’s role in preserving Macao’s living history
Sands China Ltd. has been honoured at the PATA Gold Awards 2025, taking home the prize in the Best Printed Marketing Campaign (Industry) category for its publication In Search of Its Roots – An Illustrated History of Rua das Estalagens.
The Pacific Asia Travel Association (PATA) Gold Awards celebrate outstanding and innovative tourism initiatives across the Asia-Pacific and beyond, with the Macao Government Tourism Office serving as official sponsor since 1995. This recognition highlights Sands China’s ongoing commitment to community revitalisation and cultural preservation in Macao.
Revitalising Rua das Estalagens
In Search of Its Roots was conceived as part of Sands China’s community revitalisation programme for Rua das Estalagens. Produced under the patronage of the Secretariat for Social Affairs and Culture of the Macao SAR Government and supported by the Cultural Affairs Bureau, the book was a fully local collaboration – from authoring and illustration to design and printing.
Led by Sands China, the project drew on the talents of the Macao Artist Society, author Siguo Chen, and illustrator Shirley Lu. Together, they captured vivid oral histories from neighbourhood associations, merchants, and residents – documenting untold stories, characters, and traditions that shaped one of Macao’s oldest streets. The book has since been added to school and public library collections, inspiring younger generations to value their community history.
Celebrating Cultural Depth
“Our purpose in publishing In Search of Its Roots was to harness the community’s strength to preserve the unique stories of Rua das Estalagens and reignite the district’s prosperity,” said Dr. Wilfred Wong, Executive Vice Chairman of Sands China Ltd. “This award affirms Macao’s creative strengths on the global stage and broadens public understanding of our cultural heritage.”
Beyond the publication, Sands China’s revitalisation programme has included entrepreneurship support and creative storefront redesigns, bringing fresh energy to Rua das Estalagens while honouring its traditions. Initiatives such as the Entrepreneurship Recruitment Programme have already helped new and long-standing businesses reimagine the street’s cultural and economic value.
At a glance
- Award: PATA Gold Award 2025 – Best Printed Marketing Campaign (Industry)
- Winner: Sands China Ltd.
- Project: In Search of Its Roots – An Illustrated History of Rua das Estalagens
- Highlights:
- Fully local production with writers, artists, and designers from Macao
- Oral histories capturing the cultural life of one of Macao’s oldest streets
- Added to local school and public library collections
- Impact: Supports community revitalisation, cultural preservation, and entrepreneurship on Rua das Estalagens
Also read Sands China Welcomes 1.1 Billion Visitors as The Venetian Macao Marks 18 Years
