Sands China kicks off the 2026 Quality Retail Service seminar series with an opening ceremony Thursday at The Londoner Macao, in collaboration with MGTO and the Macao Consumer Council. Around 210 guests attended the ceremony, including representatives of the co-organizers.
Sands China, the Macao Government Tourism Office (MGTO), and the Consumer Council held an opening ceremony for the 2026 Quality Retail Service seminar series at The Londoner Macao on Thursday, kicking off this year’s programme. First introduced in 2023, the seminar series has been warmly received by the industry and now enters its fourth edition, attracting 1,900 retail professionals to date.
In response to rapidly evolving market conditions and changing consumer behaviour, this year’s programme places a strong emphasis on assisting merchants of the Quality Tourism Services Accreditation Scheme, Adherent and Certified Shops, and frontline industry practitioners in mastering business strategies suited to the new consumer era.
By fostering a proactive and innovative growth mindset, the seminar series aims to strengthen the industry’s ability to adapt to market changes and further enhance visitors’ shopping and tourism experiences in Macao.
Thursday’s opening ceremony attracted approximately 210 industry professionals and representatives of the co-organizers, creating a vibrant and engaging atmosphere. The event marked another milestone in the ongoing collaboration between the public and private sectors to uplift service standards across Macao’s retail landscape.
The Quality Retail Service seminar series is one of the flagship initiatives of the Sands Retail Academy, which was founded in 2013 to provide complimentary training programmes for retail professionals at Sands Shoppes Macao – the interconnected group of malls comprising Shoppes at Venetian, Shoppes at Four Seasons, Shoppes at Londoner, and Shoppes at Parisian, which together feature approximately 780 retailers.
Representatives of Sands China, MGTO, and the Macao Consumer Council officiate the opening ceremony of the 2026 Quality Retail Service seminar series Thursday at The Londoner Macao.
During the ceremony, Dr. Wilfred Wong, executive vice chairman of Sands China Ltd., underscored the importance of service innovation in the current global tourism recovery context: “Against the backdrop of an accelerating recovery in the global tourism market and the ongoing transformation of consumer behaviour, enhancing service quality and delivering innovative customer experiences have become key drivers of high-quality development in the tourism and retail sectors.
“In this regard, we are delighted to once again collaborate with the Macao Government Tourism Office and the Consumer Council to present the ‘Quality Retail Service’ Seminar Series. By bringing together industry expertise and sharing cutting-edge practical insights, the series enables retail practitioners to stay abreast of the latest market trends while fostering a growth mindset that embraces continuous learning and proactive adaptation to change, thereby collectively elevating service standards across the industry.
“Looking ahead, we will continue to actively support the Macao SAR government’s policy initiatives by working closely with industry partners to strengthen talent development and enhance service excellence. Through these efforts, we aim to promote the quality advancement of Macao’s tourism and retail sectors, further reinforcing Macao’s position as a World Centre of Tourism and Leisure, and contribute fresh momentum to the city’s diversified economic development.”
Maria Helena de Senna Fernandes, director of the MGTO, highlighted the significance of professional training in delivering memorable tourism experiences: “It is encouraging to see the industry’s proactive efforts to enhance professional standards, enabling visitors from around the world to enjoy high-quality tourism experiences that make them feel welcome and earn broader recognition.
“We will continue to work closely with relevant government departments and the industry to strengthen professional training, with a view to developing ‘star-rated’ retail services that deliver satisfactory shopping experiences, further stimulate consumer spending, and enhance community economic vitality.
Read also: Sands China Named ‘Grand Winner’ at ‘Employee Experience Awards Hong Kong 2026’
“Earlier this month, the China Tourism Academy released the ‘2025 Top 10 Destinations for Chinese Outbound Tourist Satisfaction’ list, and Macao secured the top spot for the second consecutive year. This fully reflects the strong endorsement of Macao’s tourism experience by visitors from the Chinese mainland. Looking ahead, we will continue working hand in hand with the industry to advance high-quality development.”
Leong Pek San, president of the Macao Consumer Council, reinforced the importance of integrity and quality as foundational values for the sector: ‘Integrity in business operations’ and ‘quality service’ are not only defining characteristics of Macao, but also essential pillars supporting the high-quality development of the city’s tourism and service sectors. Businesses that uphold ethical operating practices and deliver excellent customer service can strengthen their brand reputation, earn consumer trust, and create greater opportunities for growth.
Macao is currently home to more than 6,000 accredited ‘Certified Shops’ that play an important role in fostering a high-quality consumer environment. While the continued expansion of the programme is encouraging, quality enhancement remains equally important. I hope that businesses across the industry will continue to embrace and uphold the principles of ‘integrity in business operations’ and ‘quality service,’ ensuring they remain a driving force for the sector’s sustainable long-term development.
Other distinguished guests included representatives from the Macao Pastry Specialty Association, the Macau Retail & Management Association, the Macau Association of Retailers & Tourism Services, the Macao Chamber of Commerce, the Macao International Brand Enterprise Commercial Association, as well as senior management from Sands China.
Cheng Jaylin, brand architect behind Miniso's growth to a ¥15 billion brand and author of the "Word-of-Mouth Breakthrough" book series, delivers the inaugural seminar of the 2026 Quality Retail Service series at The Londoner Macao.
Cheng Jaylin, brand architect behind Miniso's growth to a ¥15 billion brand and author of the "Word-of-Mouth Breakthrough" book series, delivers the inaugural seminar of the 2026 Quality Retail Service series at The Londoner Macao.
Following the launch ceremony, Cheng Jaylin, the brand architect behind Miniso’s growth from startup to a ¥15 billion brand and author of the “Word-of-Mouth Breakthrough” book series, delivered the first seminar of the series.
Titled “Win at the Touchpoint: Practical Tactics for In-Store Merchandise Management & Customer Experience Upgrade,” the session drew on her extensive experience in scaling a brand from a startup to a 10-billion-yuan enterprise. She offered in-depth insights on breaking away from traditional brick-and-mortar marketing frameworks and shared practical strategies for enhancing customer experience, including redesigning store traffic flow and optimising customer service touchpoints.
Over the years, the Sands Retail Academy has offered a wide range of training programmes dedicated to advancing the careers of retail professionals while helping them deliver exceptional service and memorable shopping experiences for guests.
Since its inception, the academy has provided training for more than 14,000 local retail practitioners, further enhancing overall tourism service quality and work performance. In recognition of its efforts in cultivating talent for the retail and tourism industries, the academy received a PATA Gold Award in 2023 in the Human Capital Development Initiative category.
The Sands Retail Academy is one of eight sub-academies of the Sands China Academy, a comprehensive talent development platform for Sands China team members and local industry professionals. In addition to offering various training programmes for team members, the Sands China Academy collaborates with local and international tertiary institutions to promote the development of professionals across multiple industries in Macao.
