FOSTERING TALENT THROUGH EXCELLENCE IN PRACTICE AND INNOVATION 2025
2 3 4 6 7 8 14 20 26 30 34 42 46 50 CONTENTS Overiew Sands MICE Academy Sands Hospitality Academy Sands IR Management Academy Sands Entertainment Academy Sands Facilities Academy Sands Responsible Gaming Academy Sands Procurement Academy Sands Retail Academy Looking Forward Message from the Senior Vice President of Human Resources Message from the Head of the Sands China Academy
4 5 OVERVIEW The Sands China Academy is a comprehensive talent development platform dedicated to nurturing Team Members, local industry professionals, and young people. It is committed to providing Team Members with diverse training programmes and opportunities for both vertical and horizontal career development. The Academy actively collaborates with local and international tertiary educational institutions, providing talent cultivation and exchange opportunities not only for Macao’s industry professionals but also for experts across the Guangdong-Hong Kong-Macao Greater Bay Area. By fostering the growth of skilled professionals across various sectors in Macao, the Academy helps reinforce the city’s position as a World Centre of Tourism and Leisure and supports its economic diversification. The Academy comprises eight specialised sub-academies: MICE, Hospitality, Integrated Resort Management, Entertainment, Facilities, Responsible Gaming, Procurement, and Retail. Each focuses on delivering tailored training to enhance industry-specific expertise. Our commitment goes beyond our own workforce. We share insights and expertise with partner suppliers and retail businesses, while also engaging the next generation through targeted initiatives. Secondary school students gain an insider’s perspective on the leisure and tourism industry, while university students acquire hands-on experience to launch their careers. Through these efforts, we aim to empower our people, drive business success, and contribute to Macao’s social progress and economic diversification. SANDS CHINA ACADEMY
6 7 Since its inception, Sands China has prioritised the development of Team Members through site visits, exchanges, and training. These efforts have evolved into a streamlined and structured programme under the Sands China Academy, launched in 2015. By collaborating with the Macao SAR Government, higher education institutions, and industry experts, we provide engaging development programmes that enhance skills and boost careers — not only for our Team Members but also for our partners — fostering a culture of shared progress. Over the years, the Academy has become a dynamic hub for talent development in the leisure sector, with programmes that adapt to changes in society and industry. Its impact now extends beyond our company into the wider community and across the Greater Bay Area. In recent years, we have introduced a new range of targeted, forward-looking initiatives to support the younger generation. These programmes are designed to help young people take the lead in planning their careers, while equipping them with the professional skills and knowledge needed to succeed. Through these efforts, the Academy plays a vital role in nurturing a talent pool that meets the needs of society. Think of us as gardeners, cultivating young talent to become the industry leaders of tomorrow. As society evolves, and as digitalisation and AI reshape our world, we are committed to staying at the forefront of our industry, embracing these and other tools. With visitors increasingly seeking personalised experiences, we will continue to refine our training and development approach to ensure it remains relevant and impactful. We are dedicated to innovating both the content and mechanisms of our training and development initiatives, growing alongside our Team Members. Together, we are nurturing top-tier talent, driving industry excellence, and setting new standards for tourism and leisure. Paulo Cheong Senior Vice President of Human Resources, Sands China Ltd. MESSAGE FROM THE SENIOR VICE PRESIDENT OF HUMAN RESOURCES This year 2024 was an exciting chapter for the Sands China Academy, marked by innovation and growth in talent development. I am delighted to share the remarkable outcomes of our efforts. As part of a leading company, I am proud to work alongside such passionate and talented people to advance the Academy and make a meaningful contribution to society. Talent is the engine of progress, and we are committed to refining our training approach. By combining theory with hands-on practice, we are shaping skilled professionals with a forward-thinking mindset. Our carefully designed courses and practical experiences equip Team Members and programme participants with deep knowledge and real-world skills, preparing them for successful careers. Nurturing talent is a collaborative effort that extends beyond a single organisation. We view diversity and innovation as the cornerstones of success. Practical skills require ongoing refinement, and the most effective methods emerge from diverse perspectives and shared expertise. That is why we partner with industry leaders and regional organisations to host expert talks, seminars, and exchanges to ignite inspiration and foster growth. Our programmes are constantly evolving, with every trainer dedicated to teaching with excellence and creativity. Their expertise and enthusiasm create a dynamic environment where talented individuals are encouraged to push their boundaries and unlock their potential. It is this commitment that propels the Academy forward. Looking ahead, we will continue to focus on diversity, quality, efficiency, and innovation. Our goal is to cultivate exceptional talent that contributes to Macao’s prosperity and progress. I look forward to celebrating our next milestones together. Lourence Ho Assistant Vice President of Human Resources, Sands China Ltd. MESSAGE FROM THE HEAD OF THE SANDS CHINA ACADEMY Sands China Academy
8 9 8 Sands China Academy - Sands MICE Academy INTRODUCTION Drawing on years of accumulated expertise and experience in the MICE industry, Sands China established the Sands MICE Academy to attract and nurture local talent and support the ongoing development of Macao’s MICE sector. The Academy aims to strengthen the overall competitiveness of the Greater Bay Area as a leading destination for international tourism, exhibitions, and incentive travel. Since its inception, the Academy has focused on developing frontline, managerial and technical professionals in the MICE sector, enhancing their professional standards and advancing industry practices through the sharing of specialist knowledge. By cultivating a strong pipeline of skilled talent, the Academy contributes to the sector’s long-term sustainable growth. We place strong emphasis on research and learning that respond to global business trends and forward-looking practices. Our mission is to equip future leaders with the knowledge and tools they need to stay ahead in an ever-changing landscape. SANDS MICE ACADEMY HIGHLIGHTS Developing Business Acumen The Academy nurtures global business expertise through research and teaching, equipping future leaders with critical thinking and strategic decision-making skills. Offering a Structured System of Professional Training Programmes We believe professional training programmes empower our Team Members, aspiring industry professionals, and business partners to deepen their knowledge and strengthen their capabilities. This not only supports individual development, but also reinforces our overall capabilities in the region and contributes to a more dynamic market environment. Raising Industry Standards By collaborating with educational institutions and industry experts, the Academy establishes benchmarks aligned with the latest trends and best practices, ensuring professionals are well-prepared to excel and shape the industry’s future. Facilitating Professional Certifications The Academy supports industry professionals in gaining internationally recognised certifications, equipping them with skills that meet global standards. Expanding Business Opportunities Beyond Macao With Sands China as the region’s leading MICE service provider, we are committed to strengthening business networks and driving industry growth across the Greater Bay Area. Through partnerships with global leaders in markets such as Singapore and Las Vegas, we are creating a thriving ecosystem that fosters innovation and economic development.
10 11 ACHIEVEMENTS Established in 2023, the Sands MICE Academy signed a Memorandum of Understanding with the Macao University of Tourism on 15 March that year. This partnership enhances industry-education exchange, advances tourism education, and cultivates future MICE leaders through internships, research, knowledge exchange, standard-setting, and training. On the same day, the Academy hosted its first seminar on conventions and exhibitions, bringing together government representatives, international exhibition associations, and local industry experts. The event provided a collaborative platform for sharing insights, attracting 210 industry professionals and students to explore the present and future of Macao’s MICE industry. In May, during The Macao Showcase event in Singapore, the Academy organised a hybrid forum, allowing university students and industry practitioners to participate both in person and online. This offered valuable exposure to emerging industry trends.platform for sharing insights, attracting 210 industry professionals and students to explore SANDS MICE ACADEMY Sands China Academy - Sands MICE Academy the present and future of Macao’s MICE industry. In May, during The Macao Showcase event in Singapore, the Academy organised a hybrid forum, allowing university students and industry practitioners to participate both in person and online. This offered valuable exposure to emerging industry trends.
12 13 INNOVATING TOGETHER - 2025 The Sands MICE Academy will introduce a series of internationally recognised specialised courses to enhance the expertise and competitiveness of our Team Members and MICE professionals. The Academy’s nine planned modules will address key topics including sales strategies, crisis management, digital innovation & adoption, process improvement, and international business regulations. These courses will offer a global perspective, improve adaptability, and raise industry standards. To enrich the learning experience, the Academy will engage both in-house professionals and leading industry experts as instructors, fostering connections with key figures and creating a vibrant platform for professional development. In addition, visits to major MICE events in neighbouring regions will provide participants with first-hand insights into largescale exhibitions and opportunities to collaborate with local organisations. These experiences will promote regional cooperation, facilitate knowledge exchange, and deepen understanding of the international market. In 2024, the Academy launched a specialised training programme in partnership with the Macao Labour Affairs Bureau to develop top MICE talent. Over 200 job seekers applied, with 13 local young people selected for a 24-month programme. Those who successfully complete the course will qualify as event managers. Sands China remains dedicated to supporting Macao’s MICE industry by offering venue sponsorship to the UFI-EMS advanced exhibition management certification programme and the UFI-VMA venue management certification programme to elevate professional standards. The company also welcomes tertiary institutions for industry visits, with nearly 900 students and educators having taken part to date. Additionally, Sands China encourages experienced event management professionals to share their expertise with educational institutions. SANDS MICE ACADEMY Sands China Academy - Sands MICE Academy
14 15 INTRODUCTION The Sands Hospitality Academy is committed to establishing world-class standards in the industry, leveraging Sands China’s extensive expertise in Macao. Designed to inspire and nurture young talent, it offers programmes that shape the next generation of hospitality professionals. Through partnerships with industry leaders and academic institutions, the Academy provides tailored training and language solutions, enabling both experienced professionals and newcomers to master cultural nuances, traveller trends, and evolving customer expectations in a dynamic global market. SANDS HOSPITALITY ACADEMY In addition to its training initiatives across six key areas, the Sands Hospitality Academy hosts executive seminars and masterclasses on tourism-related topics. These sessions provide expert insights into hotel operations, customer service, food and beverage management, concierge services, international hospitality, and entertainment. To further support professional development, the Academy fully funds students to achieve internationally recognised certifications. Nurturing Talent Elevating Standards Striving for Excellence Enhancing Innovation & Technology Improving efficiency and service standards through the adoption of cutting-edge technology Advancing Market Research Utilising data-driven insights to adapt to industry changes and meet customer expectations Developing Future Hospitality Leaders Offering training and career opportunities to attract and inspire young professionals Implementing Language Solutions Introducing advanced communication strategies to elevate customer experiences Aligning with Global Standards Pursuing internationally recognised certifications to enhance expertise and meet global service benchmarks Strengthening Customer Cultural Awareness Anticipating market trends and diverse customer needs to foster stronger client relationships 14 Sands China Academy - Sands Hospitality Academy HIGHLIGHTS
16 17 ACHIEVEMENTS In November 2023, the Academy signed a Memorandum of Understanding with Macao Polytechnic University (MPU) to promote smart tourism and develop local talent. It also launched Sands Learning Buddy (Sandy), an AI-powered dialogue generation system that integrates cutting-edge technology into the tourism sector. To attract and nurture young professionals, the Academy collaborates with the Macao Labour Affairs Bureau on a range of elite programmes. These include the All-round Food & Beverage Management Programme, designed to cultivate future leaders in food and beverage management. The Fast Track Front Office Supervisor Trainee Programme and the Fast Track Housekeeping Supervisor Trainee Programme equip local talent with the skills needed for leadership roles in hotel operations management. In May 2024, the Academy expanded its efforts with the launch of the Hearts of Sands Project – Fast Track Security Supervisor Trainee programme, which drew nearly 360 applicants and resulted in 22 successful recruits. The Academy also enhances industry expertise through workshops and symposiums. The Skills in International Hospitality and Protocol Workshop focused on boosting professionalism when welcoming international guests, while the Smart Tourism Symposium fostered knowledge exchange among industry leaders, academics, and researchers, attracting over 300 professionals and students. Additionally, the Academy encourages our Team Members to take part in vocational competitions such as the Macao Occupational Skills Recognition System (MORS) – Gold Pin Competition, further raising professional standards across the sector. The Academy also engages with the academic community by welcoming students and faculty from higher education institutions to gain first-hand exposure to large-scale leisure operations. Senior management members also regularly visit university campuses to share industry insights and expertise, supporting Macao’s development as a World Centre of Tourism and Leisure. SANDS HOSPITALITY ACADEMY Sands China Academy - Sands Hospitality Academy
18 19 INNOVATING TOGETHER - 2025 The Sands Hospitality Academy is dedicated to developing fast-track learning and career pathways for aspiring hospitality professionals, continually bringing fresh talent into the industry. As part of this commitment, the Academy will expand its service-focused training programmes in key areas such as dining, front office, and housekeeping management. These programmes blend theoretical knowledge with handson experience, ensuring participants acquire both technical expertise and practical skills. To stay ahead of industry trends, the Academy will actively explore emerging technologies in hospitality, leveraging digital innovation to enhance customer experiences and improve service quality. In collaboration with MPU, we plan to co-develop advanced workflows that incorporate applied technology. This includes funding MPU students to design industry-relevant software, offering them real-world development opportunities. By strengthening the link between academia and industry, this partnership will drive innovation while equipping students with practical experience, and producing new solutions for the services sector. The Academy will also partner with the Macao University of Tourism (UTM) to launch a Certificate Course in Hospitality for individuals entering the tourism and hospitality sector. This programme combines Sands China’s extensive industry experience with UTM’s academic expertise, delivering a comprehensive and practical curriculum. Led by Sands China’s executive teaching team, the course will feature real-world case studies, simulated operations, and hands-on learning to sharpen participants’ decision-making and problem-solving skills. Additionally, in partnership with the Macao Government Tourism Office, the Academy will offer the Macao Welcomes You training programme, alongside a series of tourism and culture seminars in collaboration with various educational institutions. These initiatives aim to bolster Macao’s hospitality sector, enhance its international appeal, and cultivate a highly skilled workforce to reinforce the city’s status as a world-class tourism destination. SANDS HOSPITALITY ACADEMY Sands China Academy - Sands Hospitality Academy
20 21 INTRODUCTION Launched in 2023, the Sands IR Management Academy equips future leaders for the integrated resort (IR) sector, offering management-focused courses in strategy, service standards, and resource management to promote cross-team collaboration. Through conferences and seminars, it encourages the exchange of practical ideas among professionals at all levels. The mission of the Academy is aligned with the Macao SAR Government’s vision of establishing Macao as a world-class tourism and leisure destination. Committed to advancing industry excellence and nurturing the next generation of managerial talent, the Academy equips young professionals with essential management expertise and innovative practices, setting industry standards. By collaborating with industry experts and educational organisations, the Academy supports the sector’s sustainable development. It provides young professionals with the skills, knowledge, and resources needed to navigate the challenges of an ever-evolving industry landscape. SANDS IR MANAGEMENT ACADEMY HIGHLIGHTS The Academy provides tailored development programmes for young professionals, future leaders, and senior executives, focusing on nurturing talent, elevating standards, and inspiring excellence. Its initiatives cover eight core areas: Delivering Executive Lectures and Masterclasses Addressing key topics such as corporate management, event management, entertainment, resort operations, and smart city integration Fostering Cross-Functional Development Cultivating versatile talent to enhance collaboration, adaptability, and overall organisational capability Facilitating Business Visits and Exchanges Enabling executives to gain global insights through international collaborations and knowledge-sharing opportunities Enhancing Management Training Programmes Strengthening management capabilities and supporting personal development Hosting Industry Forums and Conferences Creating platforms for industry discussions, fostering innovation, and inspiring the next generation of professionals through insights from leading experts Funding Professional Certification Programmes Fully funding participants to achieve international accreditations, raising industry standards Developing Elite Programmes Attracting and nurturing young professionals for careers in the integrated resort sector Conducting Business Research Collaborating with academic institutions to analyse integrated resort operations, visitor preferences, market trends, and service standards, driving innovation and maintaining a competitive edge Sands China Academy - Sands IR Management Academy
22 23 ACHIEVEMENTS Sands China has launched the Sands China Business Leader Development Programme to nurture future leaders in the integrated resort sector. This initiative attracts top talent by offering rapid career progression, exposure to diverse business functions, executive mentorship, leadership training, hands-on responsibilities, and international exchange opportunities. The programme received nearly 170 applications from university graduates in Macao and around the world, with almost 70% being local talent. Recognising the increasing demand for data professionals, Sands China has also introduced an innovative HR strategy. In 2018, it launched Macao’s first Integrated Resort Business Analyst Development Programme to accelerate career growth in key business areas and attract young professionals interested in big data. The 2024 updated version, developed in partnership with the Macao Labour Affairs Bureau, saw significant interest, with over 450 local applicants. As of 30 September 2024, 16 people were participating in the programme. SANDS IR MANAGEMENT ACADEMY To further support talent development, Sands China collaborates with educational institutions and regularly hosts visits to its integrated resorts. During these visits, senior management from departments such as Retail, Recreation, Human Resources, and E-Commerce delivers business briefings, sharing industry insights to give students a first-hand understanding of key trends in industries. Sands China Academy - Sands IR Management Academy
24 25 INNOVATING TOGETHER - 2025 In 2025, the Sands IR Management Academy will launch the Sands China Integrated Resort Leader Development Programme, designed to equip the next generation of operational leaders with essential management and leadership skills. In partnership with Cornell University and SHL, a firm in talent assessment and HR strategy, the programme will offer professional courses that introduce participants to world-class management practices, enhancing their leadership capabilities and preparing them for long-term career success. The Academy will also establish an executive teaching team of over 40 executives from more than 20 fields across Sands China. They will deliver lectures at major educational institutions and organisations, sharing industry insights and best practices to equip young professionals with the knowledge and skills needed to excel. Through these initiatives, the Academy aims to develop a new generation of integrated resort professionals with both global perspectives and local expertise, driving sustainable growth in the industry. The company also actively supports regional exchange programmes, such as the Tourism Education and Training Base for the Guangdong-Hong Kong-Macao Greater Bay Area lectures. In collaboration with institutions like the Macao University of Tourism, as well as the Livelihood Affairs Bureau and the Economic Development Bureau of the Guangdong-Macao In-Depth Cooperation Zone in Hengqin, Sands China facilitates discussions on dining, retail, and tourism, contributing to the professional growth of local talent and the long-term development of the tourism and leisure industry. SANDS IR MANAGEMENT ACADEMY Sands China Academy - Sands IR Management Academy
26 27 Delivering Elite Modules Our elite modules provide comprehensive training from beginner to advanced levels, including professional courses in international event management. These tailored programmes meet the specific needs of Macao’s entertainment sector, covering both on-stage and behind-the-scenes roles. Hosting Masterclasses Through our masterclasses, internationally renowned artists share their expertise, offering university students and local young artists valuable learning experiences that enhance their skills and broaden their artistic perspectives. INTRODUCTION The Sands Entertainment Academy nurtures talent in the entertainment industry by providing training for performers and backstage professionals, with the aim of raising industry standards. Our mission is to support young people aspiring to enter the sector by offering professional training for a successful career in the performing arts, while also providing a platform to showcase their talents. Supported by state-of-the-art facilities, the Academy fosters creativity and equips participants in its development programmes to tackle future challenges in an inspiring learning environment. By collaborating with professional bodies, the Academy delivers a range of programmes—masterclasses, workshops, and internships—tailored to various career stages, working alongside industry experts to shape Macao’s next generation of entertainment professionals. SANDS ENTERTAINMENT ACADEMY HIGHLIGHTS The Academy focuses on three core areas of professional training: stage and production, performing arts, and international event management. Our courses are designed for different levels of expertise, supporting people passionate about the entertainment industry. Providing Internship Programmes Our internship programmes, designed for secondary school students and young professionals, offer hands-on experience through close collaboration with industry experts, immersing participants in the creative sector. Sands China Academy - Sands Entertainment Academy
28 29 ACHIEVEMENTS The Sands Entertainment Academy launched its training programme in 2022, extending its reach to secondary school students in Macao. In collaboration with Escola LusoChinesa Técnico-Profissional and the Macau Productivity and Technology Transfer Center, we introduced the Stage Technology and Event Production Course — Macao’s first course dedicated to backstage training in this field. This initiative equips local young people with secondary school qualifications with the technical skills needed to pursue careers as venue technicians and support staff in Macao’s cultural and entertainment sector. INNOVATING TOGETHER - 2025 The Sands Entertainment Academy will expand opportunities for industry professionals by providing performance venues and partnering with the Cultural Affairs Bureau and the Macao Conservatory to create platforms for students to showcase their talents. Continuing its collaborations with arts organisations, associations, and government bodies, the Academy will support both front-stage performers and backstage technicians. With access to Macao’s largest entertainment facility, the Academy will fund and host a range of performances, connecting international performers with local artists and promoting Macao’s unique cultural and performing arts scene. Furthermore, we will enhance collaborations and discussions with industry partners to further boost local artistic creation and elevate its international profile. These efforts will bring fresh energy to Macao’s arts community, fostering a more inclusive and vibrant cultural landscape. In September 2024, the first group of 12 final-year secondary school students began internships that blend theoretical coursework with practical experience. The programme covers essential areas such as creative arts, lighting design, audio production, stage design, time management, occupational safety, client interaction, and teamwork. SANDS ENTERTAINMENT ACADEMY Sands China Academy - Sands Entertainment Academy Additionally, 24 students and staff from Escola Oficial Zheng Guanying visited The Venetian Macao for an in-depth tour of the costume and props department. They gained first-hand insights into stage costume design and prop-making, exploring the entire creative process from concept to production. The visit also introduced them to a variety of entertainment facilities, offering a deeper understanding of backstage operations and industry equipment.
30 31 SANDS FACILITIES ACADEMY INTRODUCTION Since its inception in 2012, the Sands Facilities Academy has provided practical, high-quality training for our Team Members, supported by a robust assessment system and training database to ensure a systematic, standardised, and professional approach to skills development. Recently enhanced, the Academy collaborates closely with the government to offer apprenticeships for aspiring facility management professionals in Macao and runs programmes to attract young talent. To encourage young people to join the industry, the Academy provides specialised training in facility management for newly hired Team Members and all technical personnel. We are dedicated to helping them gain both local and international certifications, enabling them to achieve the highest professional standards. HIGHLIGHTS Interdisciplinary Learning Integrating principles from management, environmental science, and engineering to develop well-rounded professionals Industry Visits & Exchanges Organising visits to leading facility management companies to expose participants to cutting-edge technologies and broaden their career perspectives Practical Training Blending theoretical knowledge with hands-on experience, enabling students to apply their learning in real-world settings Personalised Development Offering tailored learning pathways based on individual interests and career aspirations to support targeted professional growth Certification Courses Equipping Team Members with industry-specific skills, assisting them in obtaining certifications and mastering the latest technologies and best practices Sands China Academy - Sands Facilities Academy
32 33 ACHIEVEMENTS For many years, the Sands Facilities Academy has provided comprehensive professional training, covering both hardware and software fundamentals alongside specialist skills such as electrical work, air conditioning, and interior painting. To support career development, the Academy established an integrated career framework and, in 2015, launched a certification scheme for testing maintenance skills and installing electrical equipment. To further enhance workforce quality, the company introduced an 18-month Management Trainee Programme, enabling participants to earn professional skills certifications upon completion. To date, 302 maintenance technicians have successfully finished the programme. A thorough evaluation system ensures the training aligns with international standards. INNOVATING TOGETHER - 2025 The Sands Facilities Academy will continue to develop top talent in facility management, offering specialised courses in facility maintenance, environmental management, and safety management. With sustainability and smart technologies becoming increasingly vital to the industry, the Academy will update its curriculum to ensure participants are equipped with the latest industry standards and hands-on experience. To enhance practical learning, the Academy will partner with leading facility management companies to provide internship and training opportunities, offering students real-world experience while helping businesses remain competitive in an evolving sector. Regular industry seminars will also be hosted, fostering knowledge exchange among students, industry In 2024, Sands China, in collaboration with the Macao Labour Affairs Bureau, launched the Asset and Facilities Management Talent Development Programme to nurture talent within Macao’s integrated resort facilities sector. Participants undertake theoretical training, cross-departmental learning, and hands-on internships across the Asset and Facility Management departments at Sands China’s hotels. The company also supports them in gaining international certifications in facility management. Those who complete the programme successfully and pass assessments may progress to Supervisor or Manager roles. Launched in December 2024, the programme attracted over 90 local applicants by the end of the year. Sands China Academy - Sands Facilities Academy experts, and businesses. These events will explore emerging trends and technologies, ensuring graduates stay at the forefront of the field. Committed to nurturing the next generation of facility management professionals, the Sands Facilities Academy combines theory with practical application to elevate Macao’s facility management sector and set a global benchmark for excellence. SANDS FACILITIES ACADEMY
34 35 SANDS RESPONSIBLE GAMING ACADEMY INTRODUCTION Sands China has long been committed to promoting responsible gaming within the Macao community. As early as 2004, it became the first integrated resort operator in Macao to launch a self-exclusion programme. In 2007, Sands China also became the first to introduce responsible gaming training for all newly hired Team Members. Through these efforts, the company fulfils its corporate responsibility in addressing social issues and developing an environment and a culture of responsible gaming, contributing to the sustainable development of the Macao community. Between 2022 and 2024, all casinos under Sands China achieved certification for the Responsible Gaming Indicators through the implementation of a comprehensive responsible gaming strategy. In recognition of these efforts, the Macao SAR Government designated Sands China as a Responsible Gaming Implementation Model Unit, underscoring the company’s effective initiatives in responsible gaming. To further raise awareness among guests and Team Members, Sands China launched the Sands Responsible Gaming Academy, offering structured training tailored to industry professionals and the local community. This initiative supports the sustainable development of Macao’s gaming sector. HIGHLIGHTS In Macao, responsible gaming focuses on three key areas: protecting customers, safeguarding Team Members, and delivering responsible gaming services that support the industry’s sustainable growth. The Sands Responsible Gaming Academy stays ahead of global trends by conducting research, implementing innovative training programmes, and promoting cross-sector collaboration. Through these efforts, the Academy enhances industry standards and cultivates a responsible gaming culture. Sands China Academy - Sands Responsible Gaming Academy
36 37 TRAINING OF TEAM MEMBERS The Academy provides structured training to ensure Team Members understand and apply responsible gaming principles in their daily work, offering support to guests when needed. COLLABORATION WITH EDUCATIONAL INSTITUTIONS Working with local higher education institutions, the Academy conducts research, promotes responsible gaming initiatives, and provides industry-specific training. By offering localised courses aligned with Macao’s regulations and gaming culture, our Team Members gain knowledge that enhances their professional expertise and service standards. TRAINING OF TEAM MEMBERS International Certification Courses In partnership with the University of Nevada, Las Vegas (UNLV), the Academy offers the Responsible Gaming Ambassador Advanced Training. Since its launch, the programme has held nine sessions, training over 650 participants. Training Visits to Hong Kong The Academy organises visits for Responsible Gaming Ambassadors to Hong Kong, building connections with organisations that promote responsible gaming. This initiative enhances resource sharing between Macao and Hong Kong, improving support for people with gambling disorders. Localised Training for Macao Working alongside the University of Macau’s Institute for the Study of Commercial Gaming, the Academy co-hosts the RG 360 - Macao Responsible Gaming Specialist Ambassador Course. Tailored to the Macao gaming market, this course delivers targeted training for industry professionals. The Responsible Gaming Parent-Child Happy Carnival To promote responsible gaming within the wider community, the Academy partners with local social service organisations to host events such as the Responsible Gaming Parent-Child Happy Carnival every year. Through games and educational activities, these events encourage smart financial management, strengthen family communication, and raise community awareness of responsible gaming. Monthly Responsible Gaming Roadshows The Academy is also the first integrated resort company in Macao to host monthly Responsible Gaming Roadshows, ensuring Team Members continually deepen their understanding of responsible gaming practices. Responsible Gaming Runners Team As the first leisure resort company to establish a Responsible Gaming Runners team, the Academy promotes work-life balance through wellness activities that support Team Members’ physical and mental well-being while raising awareness of responsible gaming in the Macao community. COMMUNITY & FAMILY ENGAGEMENT SANDS RESPONSIBLE GAMING ACADEMY Sands China Academy - Sands Responsible Gaming Academy
38 39 ACHIEVEMENTS Since 2021, the Academy has delivered over 70,000 hours of responsible gaming training to Team Members. Today, more than 99% of our casino duty managers are Responsible Gaming Ambassadors, ensuring that professional support is available to customers around the clock. SANDS RESPONSIBLE GAMING ACADEMY In collaboration with the University of Macau’s Institute for the Study of Commercial Gaming, the Academy co-organises the RG 360 - Macao Responsible Gaming Specialist Ambassador Course. Covering key areas such as gaming regulations, risk management, customer service strategies, and social responsibility, this programme enhances Team Members’ ability to tackle frontline challenges while reinforcing Sands China’s commitment to responsible gaming. Additionally, through its partnership with the University of Nevada, Las Vegas (UNLV), the Academy provides the Responsible Gaming Ambassador advanced training programme, equipping Team Members with the latest international research and practical skills to assist visitors from diverse regions. Beyond internal training, the Academy actively engages in and supports responsible gaming initiatives led by the government and industry organisations. Through online and offline learning platforms, it ensures Team Members remain up to date with industry developments and best practices. Sands China Academy - Sands Responsible Gaming Academy
40 41 INNOVATING TOGETHER - 2025 The Sands Responsible Gaming Academy is dedicated to fostering a culture of responsible gaming. Leveraging Macao’s distinctive environment and regulatory landscape, the Academy offers targeted support and training programmes designed to meet local industry needs. Its goal is to become a hub of responsible gaming expertise in Macao, delivering a broad range of training and educational initiatives. These include courses on gaming legislation, risk management, and customer care. The Academy will work closely with local higher education institutions and professional organisations to provide training and resources, nurture talent within the sector, and offer expert support to both the industry and the wider community. Ultimately, it aims to help create a responsible gaming environment for all. SANDS RESPONSIBLE GAMING ACADEMY To better respond to the challenges facing the industry, the Academy will also undertake targeted research to identify the most appropriate responsible gaming practices and recommendations for Macao’s unique context. The insights gained will be incorporated into the design of its training programmes. In addition, the Academy will continue to organise public lectures and community events to raise awareness of responsible gaming and promote healthy spending habits in entertainment. In 2025, to actively support the Macao SAR Government’s efforts to promote responsible gaming and develop industry talent, the Academy will strengthen collaboration between integrated resort operators and local higher education institutions. As part of this initiative, it will partner with the University of Macau to become a hub for the promotion and exchange of responsible gaming knowledge. Together, the Academy and the university will deepen academic and practical cooperation, offering specialised courses and research opportunities to raise industry standards and further embed a culture of responsible gaming. The Academy will also engage with responsible gaming organisations in other regions to encourage resource sharing and learn from valuable international experience. These efforts will enable Sands China to provide more targeted support for international visitors and further advance its responsible gaming initiatives. Through ongoing education and advocacy, the Academy is committed to building a robust responsible gaming culture, supporting sustainable development of the industry, and contributing to Macao’s socio-economic well-being. Sands China Academy - Sands Responsible Gaming Academy
42 43 SANDS PROCUREMENT ACADEMY INTRODUCTION The Sands Procurement Academy, established in 2017, is a partnership among Sands China, the Macao Chamber of Commerce, and the Macau Productivity and Technology Transfer Center. It provides local SME suppliers, young entrepreneurs, and “Made in Macao” companies with the skills and expertise needed to collaborate with large-scale enterprises like Sands China. As an industry first, the Academy delivers innovative training to align local businesses with international procurement standards. Since 2019, this training course has been open to all SMEs in Macao, offering expert insights into what international corporations expect from suppliers. The programme enhances business capabilities and cultivates a global mindset. HIGHLIGHTS Empowering local SMEs for Global Reach The Academy leverages Sands China’s extensive resources to offer a series of targeted training seminars for Macao’s SMEs. Topics covered include as procurement contract basics, supplier code of conduct, Macao labour law fundamentals, sustainable development, procurement process and system overview, logistics management, quality assurance, and warehouse efficiency. These seminars feature industry professionals who share insights and provide guidance to help local SMEs better understand how to collaborate with large international corporations, supporting the enhancement of their business capabilities. Opening Doors to Business Opportunities The Academy creates business prospects by prioritising procurement opportunities for companies that have completed the training. Regular business matching events link local SMEs with Sands China’s procurement teams, fostering partnerships and unlocking new business opportunities. 42 Sands China Academy - Sands Procurement Academy
44 45 ACHIEVEMENTS Since 2017, the Sands Procurement Academy has held 16 sessions of its training programme for SMEs in Macao, with over 600 local suppliers taking part. Of these, 559 have successfully completed the programme, which has delivered more than 8,600 hours of training to date. Now in its eighth consecutive year, the programme continues to attract SMEs from a broad range of sectors. Many participating businesses have since become suppliers to Sands China, helping to foster strong and sustainable partnerships. INNOVATING TOGETHER - 2025 The Sands Procurement Academy will continue partnering with the Macao Chamber of Commerce, exemplifying Sands China’s business philosophy of growing alongside SMEs, by delivering professional training to SMEs across the supply chain. In 2025, the Academy will revamp its seven core courses to keep participants ahead of industry trends. As sustainability and quality management gain momentum, our training will sharpen participants’ skills and expertise in these critical areas. By working closely with the Chamber, we will support participants in navigating market shifts and identifying opportunities across the region, helping their businesses thrive in a rapidly changing landscape. To mark the tenth anniversary of Sands China’s Local Small, Medium, and Micro Suppliers Support Programme, two new courses will be launched in Q2 2025 with the Macau Productivity and Technology Transfer Center and the Macao Live Streaming Association. These courses—Xiaohongshu (RedNote) Business Operation Strategies: Free Exposure Practical Course (Basic) and Paid Operation Practical Course (Advanced)—will equip SMEs with digital marketing know-how, including topics related to Local Life and Live Streaming Sales, to elevate their online presence. The Academy will also roll out its 17th and 18th editions of the Sands Procurement Training Programme in Q3 and Q4 2025. Through these efforts, the Academy aims to lead SME training, driving the efficiency and growth of these companies in supply chain management. Sands China Academy - Sands Procurement Academy In 2024, Sands China’s procurement hit MOP 10.3 billion, with around 29% sourced from local SMEs, underscoring its commitment to supporting the region’s SME sector as a core element of its corporate social responsibility. SANDS PROCUREMENT ACADEMY
46 47 SANDS RETAIL ACADEMY INTRODUCTION Established in 2013, the Sands Retail Academy offers service and management training to retail professionals working in over 700 branded stores at Sands Shoppes Macao. The Academy is committed to elevating service standards within Macao’s retail workforce, continuously enhancing the customer experience and improving the overall quality of service in the city’s retail sector. The Academy hones the talents of Sands China Team Members and retail professionals at Sands Shoppes Macao, collaborating with industry leaders to host expert-led seminars. These sessions bring fresh insights and modern service know-how to retail and tourism professionals, helping them thrive in a fast-moving market while supporting Macao’s push for a more diverse economy. HIGHLIGHTS Nurturing Retail Talent The Academy develops future retail leaders by delivering specialised service and leadership training to Sands China’s retail partners. It prepares a new wave of professionals to excel in retail and act as frontline ambassadors for Macao’s tourism. Broadening Industry Insights Through collaborations with top experts, the Academy hosts retail-focused seminars exploring market trends and innovations. These sessions equip professionals with the tools to stay ahead in a fast-changing industry. 46 Sands China Academy - Sands Retail Academy
48 49 ACHIEVEMENTS The Sands Retail Academy is dedicated to developing talent within the retail sector. Over the years, it has built deep expertise in the field and brought together a wide range of industry resources to deliver high-quality training programmes and support. These efforts aim to strengthen the competitiveness of retail professionals. In 2024, the Academy partnered with the Macao Consumer Council and the Macao Government Tourism Office to launch the Quality Retail Service seminar series. Four sessions between June and November raised service standards in tourism retail, reinforcing Macao’s position as a world-class shopping hub. By the end of 2024, it had delivered over 1,800 training courses, totalling more than 46,000 training hours and reaching over 13,300 retail professionals. The Academy also offers students from local schools and universities hands-on experience through resort visits, giving them valuable insight into retail operations. INNOVATING TOGETHER - 2025 The Sands Retail Academy will partner with the Macao Government Tourism Office and the Consumer Council to deliver a series of professional courses designed to enhance the professionalism and sales skills of retail staff. Expert trainers from across the region will be invited to lead sessions covering product knowledge, sales techniques, and brand culture. These carefully designed courses will not only strengthen the professional standards of retail practitioners but also improve service quality, ensuring continuous progress in sales performance. Moreover, the Academy plans to forge a new partnership with Xiaohongshu (RedNote), a leading e-commerce platform from Mainland China, to offer training that will enhance participants’ digital skills, so that they can blend e-commerce strategies with traditional retail to gain a competitive edge in the rapidly changing retail sector. Through this series of training programmes, we aim to enhance the image of Macao’s retail sector and elevate industry-wide standards and its reputation for quality. Participants will continue to receive structured, classroom-based training that supports their ongoing professional development through hands-on experience. Our ultimate goal is to equip retail professionals to deliver exceptional customer service, further reinforcing Macao’s appeal as a premier shopping destination. These efforts will position the Sands Retail Academy as a leader in professional training within the industry, continually injecting fresh momentum into the city’s retail landscape. Sands China Academy - Sands Retail Academy SANDS RETAIL ACADEMY
50 51 INNOVATING TOGETHER LOOKING FORWARD The world is rapidly moving towards an AI-powered, data-driven future. To thrive in this fast-evolving environment, we must stay proactive, embrace an open mindset, and remain focused on the opportunities ahead. By sharpening our skills and knowledge, we can unlock our potential, add real value, and lead the way. At the Sands China Academy, we view training and development as vital to our Team Members’ growth and the company’s success. Our ongoing programmes are designed to reflect our culture, strengthen communication and teamwork, unite our people, enhance skills and value, foster a shared purpose, and spark innovation across the business. Knowledge knows no bounds—nor does the power of training and development. It empowers our people, drives our company forward, and benefits society as a whole. Looking ahead, the Sands China Academy will continue to uphold its spirit of innovation and collaboration, tackling challenges, supporting all its sub-academies, and building a dynamic training and development platform. We are committed to sharing knowledge, insights, and opportunities with our Team Members, partners, and future talent. As we look to 2025, we are excited to launch enhanced programmes that will bring fresh energy and new opportunities to our industry. Sands China Academy
此刊物由自負責任森林資源的紙張及環保大豆油墨印製 This publication is printed on MIX credit paper using soy ink
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