Sands China’s Bilingual Publication Wins PATA Gold Award

“In Search of Its Roots – An Illustrated History of Rua das Estalagens”
Harnessing community power to tell Macao’s story
 

 

（Macao,Sept. 9, 2025） – Sands China is a winner in the PATA Gold Awards 2025, gaining recognition in the Best Printed Marketing Campaign (Industry) category for its publication “In Search of Its Roots – An Illustrated History of Rua das Estalagens.” 

The annual awards recognise exceptional and innovative tourism initiatives in the Asia-Pacific region and beyond, and are among of the most sought-after accolades in the industry. The Macao Government Tourism Office (MGTO) has been the official sponsor since 1995, as a contribution to help foster a sustainable tourism industry in the region. This international recognition not only affirms Sands China’s efforts in community revitalisation, but also highlights the company’s positive impact on preserving and promoting Macao’s cultural heritage in the local community.

An initiative of Sands China’s community revitalisation programme, “In Search of Its Roots” was published under the patronage of the Secretariat for Social Affairs and Culture of the Macao SAR Government and fully supported by the Cultural Affairs Bureau. The project was led and produced by Sands China, in collaboration with a dedicated team of local cultural and artistic professionals, including the Macao Artist Society, author Siguo Chen, and illustrator Shirley Lu. Every aspect of the publication – from interviewing, translating and editing to photography, illustrations, printing and layout – was carried out by local professionals. The project brought together the strength of the Macao community to tell the story of Rua das Estalagens through the voices of its people. The author conducted in-depth interviews with neighbourhood associations, merchants, and residents, capturing vivid oral histories that portray the street’s past characters, historical moments, and treasured cultural anecdotes. The book serves as a lasting record of Rua das Estalagens, paying tribute to the unsung heroes who shaped Macao’s past and inviting both locals and visitors to rediscover the street’s historical evolution. It has been added to school and public library collections across Macao, offering younger generations a window into a true record of local people and the past of the city’s cultural landscape, while inspiring them to preserve community history.

“Our initial purpose in publishing ‘In Search of Its Roots’ – part of Sands China’s revitalisation initiatives for Rua das Estalagens – was to harness community strength to record the rich cultural atmosphere and unique neighbourhood stories of this historic street, reignite the district’s century-old prosperity, and rediscover the enduring cultural heritage of the area,” said Dr. Wilfred Wong, executive vice chairman of Sands China Ltd. “This exquisite booklet, crafted by local teams with ingenuity and acclaimed by PATA, not only demonstrates Macao’s cultural and creative strengths on a global stage by telling a fascinating story about the city to the world, but also broadens public understanding of our history. 

“We would like to express our gratitude to the Pacific Asia Travel Association and the judging panel for their recognition and we thank the Macao Artist Society, author Siguo Chen, illustrator Shirley Lu, and other partners for their collaboration. Sands China looks forward to continuing to work closely with the Macao SAR government and the local community to promote more ‘tourism + culture’ projects, demonstrating Macao’s cultural depth and innovative vitality.”

Sands China has carried out its community revitalisation programme in collaboration with the Macao SAR government since September 2023. In April 2024, the company took one of the first steps in the programme by launching the Community Revitalisation Series – Entrepreneurship Recruitment Programme for Rua das Estalagens to support the development of local businesses and boost the neighbourhood’s economy. By upholding the company’s business philosophy of supporting local small and medium-sized enterprises, the programme encouraged local businesses to settle on Rua das Estalagens under the theme of “Reshape. Rejuvenate. Reimagine,” which helped the street revive its unique historical and cultural value and regain its past vibrancy. From the programme’s 600 participants and 120 eligible applications, seven projects were selected. Six of the businesses have officially opened for business on Rua das Estalagens, and the seventh is expected to open in early September – injecting energy into the area through a platform for ambitious young entrepreneurs to realise their dreams.

Beyond supporting new entrepreneurs, Sands China’s revitalisation efforts have also benefited long-standing traditional businesses. Several historic storefronts were beautified by local artists in a partnership between Sands China and the Macau Artist Society, aiming to gradually create a new ecosystem in the area. The shopfronts’ new imaginative designs highlight the characteristics of the shops and resonate with the history of the street and the city. 

The digital version of “In Search of Its Roots – An Illustrated History of Rua das Estalagens” can be viewed and downloaded at https://assets.sandsresortsmacao.cn/ebook/SCL/revitalization-of-rua-das-estalagens/index.html.