After collaborating on over 20 projects, Sands China Ltd. and Star CM Holdings Limited announced a further comprehensive strategic partnership from 2023 onwards.

According to a press release, the agreement aims to maximize respective advantages for both sides, as “the two companies will elevate their long-term partnership to a new level with the objectives of creating more diverse tourism projects”.

“This move not only echoes the Macao SAR government’s ‘1+4’ adequate diversification development strategy and ‘tourism+’ cross- sector integration initiative, but also contributes to the construction of the ‘Guangdong-Macao In-depth Cooperation Zone in Hengqin’,” notes the release.

Hong Kong-listed Star CM Holdings Limited is the largest IP creator and operator of variety shows in China. Since 2012, it has maintained a robust partnership with Sands China.

Star CM has collaborated with Sands to launch various shows and events, such as the “China Music Awards” and the popular singing competition TV show, “Sing! China Macao Concert”, both of which have been held in Macau for eight consecutive years.

In 2022, the two partners also brought the street dance competition reality TV show ‘Street Dance of China’ to The Venetian Macao’s Cotai Arena. “These collaborations have added unique charm into Macau’s tourism scene and attracted a lot of visitors to the city”, the group mentions in the note.

Previously, Macau’s tourism authority claimed that Macau had changed its image as a gambling hub, indicating that less than 5 percent of visitors are coming in order to gamble. The government is pushing to diversify arrival markets, as gaming operators are also mandated to increase the number of foreign visitors and add more non-gaming entertainment projects.