• Melco’s Studio City wins PATA Gold Award for Best Hospitality Marketing for the third consecutive year.
• The achievement underscores Melco’s ongoing leadership and innovation in the region’s integrated resort and hospitality sector.

Studio City, the Hollywood-inspired, cinematically-themed integrated resort of Melco Resorts & Entertainment in Macau, has once again been honored at the “Pacific Asia Travel Association (PATA) Gold Awards 2025”, winning “Best Marketing Campaign – Hospitality” for the third year running. According to the company, this achievement underscores Melco’s leadership and innovation in Asia’s hospitality and integrated resort sector.

The award-winning campaign, “SANRIO CHARACTERS Studio City Carnival”, highlights Studio City’s pioneering partnership with Sanrio, the Japanese character powerhouse, and demonstrates Melco’s commitment to offering unique, immersive experiences.

Running from March to December 2024, the campaign leveraged the popularity of beloved Sanrio characters – such as HELLO KITTY, MY MELODY, KUROMI, CINNAMOROLL, GUDETAMA, POMPOMPURIN, BAD BADTZ-MARU, KEROKEROKEROPPI and LITTLE TWIN STARS – delighting families and fans with interactive attractions, themed merchandise and exclusive food and beverage options. With the narrative “Fun Never Ends”, the campaign reinforced Studio City’s status as Asia’s premier entertainment destination, blending the emotional appeal of Sanrio with world-class resort facilities to deliver memorable guest experiences.

The campaign was selected from more than 100 entries submitted by 45 travel and tourism organizations and individuals, following a rigorous review by PATA’s panel of international experts. Melco’s victory underscores not only Studio City’s creativity but also its strategic role in boosting Macau’s tourism appeal and supporting the city’s economic diversification efforts.

Lawrence Ho, Chairman and CEO of Melco, expressed his gratitude, stating, “Thank you to PATA Gold Awards for recognizing the achievements of the ‘SANRIO CHARACTERS Studio City Carnival’ marketing campaign. The event forms part of Melco’s contributions towards economic diversification in Macau whilst underlining Studio City’s positioning as Asia’s Entertainment Capital.

“We are also grateful to the Macao Government Tourism Office (MGTO) for their continued support and partnership.”

Now in its 30th year of collaboration with PATA, the MGTO sponsors the awards program, further cementing Macau’s position as a driving force in Asia-Pacific tourism.

Maria Helena de Senna Fernandes, MGTO Director, commented, “The winning initiatives of the PATA Gold Awards are a breath of fresh air for the tourism industry. It is energizing to see the new approaches and commitment displayed by the awardees in marketing, as well as sustainability and social responsibility. Macau is honored to support this PATA initiative for 30 years and contribute to encouraging more diversity and sustainability in the tourism industry in our destination and globally.”

The PATA Gold Awards recognize excellence and innovation across the Asia-Pacific travel industry, rewarding outstanding achievements that set new regional benchmarks. This year, 20 winners were named across the Marketing, Sustainability and Social Responsibility categories, comprising both organizations and individuals. Grand Title winners included MGTO for its “Experience Macao Limited Edition” interactive campaign and Thailand’s DASTA for its cultural heritage preservation work.

All winners will be celebrated at the “PATA Travel Mart 2025 in Bangkok” this August, with winning campaigns showcased to inspire and encourage further creativity and best practices across the industry.