17 June 2025 – SJM Resorts, S.A. (“SJM”) and the Macao Government Tourism Office (“MGTO”) jointly launched the first SJM “Star Service Formula” Activity Series, beginning with a ceremony and seminar on June 17. Four training sessions are planned through the end of this year. The series targets tourism industry professionals, educators, students from local universities and institutions, and SJM team members, aiming to enhance the professionalism of tourism services in Macao, provide practical training for university students entering the workforce, and strengthen the city's reputation as the “World Centre of Tourism and Leisure.”

The SJM “Star Service Formula” Activity Series Inaugural Ceremony and Seminar was held at the Grand Lisboa Palace Resort Macau. Officiating guests include: Mr. Yang Yi, Deputy Director of the Economic Affairs Department of the Liaison Office of the Central People’s Government in the Macao SAR; Ms. Jennifer Si Tou, Deputy Director of MGTO; Ms. Daisy Ho, Managing Director of SJM; Ms. Angela Leong, Director of SJM; Ms. Mary Cheung, President of the Professional Image and International Etiquette Institute; and Dr. Rui Cunha, Secretary-General of SJM. Also present were representatives from the Assessment Committee of the Quality Tourism Services Accreditation Scheme and professionals from the tourism industry as participating guests.

Ms. Jennifer Si Tou, Deputy Director of MGTO, stated that the SJM “Star Service Formula” Activity Series aims to elevate service quality and professional skills within the industry. She emphasised that, besides tourism participants, university students also participate in these sessions to better prepare for their futures. The initiative offers diverse training sessions to empower industry professionals to innovate, adapt to changing trends, and boost Macao’s tourism competitiveness. This ensures locals and visitors alike enjoy the “Star-rated" service and collectively develop a top-tier integrated tourism and leisure sector.

Ms. Daisy Ho, Managing Director of SJM, mentioned in her opening remarks that while SJM remains dedicated to providing excellent service, it is also equally committed to developing talent. This initiative aims to expand Macao’s talent pool to support sustainable growth in the tourism sector, enabling it to meet the challenges of the global travel industry. To improve talent cultivation and enhance the professionalism of local participants, SJM collaborates with MGTO on the 'Star Service Formula’ Activity Series. This programme aims to nurture the next generation of industry experts by providing them with vital knowledge and practical opportunities.

The inaugural training session, “Establishing a Professional Image and Influence,” commenced immediately following the launching ceremony. Ms. Mary Cheung, an esteemed etiquette expert, introduced the nuances of business etiquette across various cultural contexts and provided strategies for cultivating a professional image. Approximately 330 industry representatives, educators, students from local higher education institutions, and SJM’s team members attended this initial session.

The SJM “Star Service Formula” Activity Series will continue in the third and fourth quarters of this year with three additional training sessions: “Essential Star Service: Three-Step Service Expert Training," “Interactive Workshop: A Champion’s Journey in Innovative Mixology," and “Forbes Travel Guide Seminar and Training."

Moving forward, SJM will continue to collaborate with tourism partners to cultivate talent, enhance industry standards, and deliver excellent, world-class services to both local and international visitors.