Reviving Cambodia’s Tourism Industry: Cross-sector Efforts To Bring Together Stakeholders
At the Sofitel Phnom Penh Phokeethra, approximately 200 of the nation’s leading tourism stakeholders convened to discuss strategies for strengthening Cambodia’s tourism offerings and attracting more international visitors. The collaboration between public and private sectors aims to chart a roadmap that will guide Cambodia through its tourism revival.
Cambodia’s tourism sector is on the path to recovery as key stakeholders come together to forge a plan to reinvigorate the industry. With an emphasis on ramping up marketing efforts in international markets, developing new tourism products, and promoting the nation globally, a comprehensive action plan has been laid out to steer the country toward a full post-pandemic resurgence.
Vichit Ith, the newly-appointed CEO of the Cambodia Tourism Board (CTB), highlighted the challenges facing the industry, particularly Cambodia’s reliance on a single tourism product—Angkor Wat. “Angkor Wat has been the cornerstone of our tourism strategy, but this mono-product approach has left us vulnerable to seasonal fluctuations, as heritage tourism represents only 10 percent of the global market,” he explained.
He stressed the need for diversification, saying, “It’s crucial to make significant efforts to diversify and enhance our tourism products and services. This will help us improve our image, attractiveness, competitiveness, and sustainability, allowing us to reach our full potential.”
Minister of Tourism, Sok Soken, presented an action plan crafted by the CTB that outlines a series of initiatives aimed at boosting Cambodia’s global presence. This includes organizing familiarization trips for travel agents and media, launching roadshows, and rolling out overseas marketing campaigns to introduce new and innovative tourism products.
“Over the next six to 12 months, our objective is to raise awareness of Cambodia’s reputation,” Soken noted. “This will involve overseas marketing campaigns focusing on public relations and expanding our strategies to target key international markets.”
In support of these efforts, the Ministry of Tourism has already begun various promotional activities, such as the Visit Siem Reap 2024 campaign, the Year of People-to-People Exchanges between Cambodia and China, and the Cambodia-India Tourism Year initiative. The recent launch of a direct flight by Cambodia Angkor Air connecting Phnom Penh with New Delhi marks a significant step in tapping into the vast Indian market, offering new growth opportunities for Cambodia’s tourism industry.
Empowering Cambodia’s Tourism Through Community and Connection
In addition to the official action plans, grassroots initiatives like the Cambodia Lifestyle Community Group are playing a pivotal role in rebranding Cambodia as a diverse and dynamic destination. Launched by Tom Starkey, the Cambodia Lifestyle platform is redefining how people experience the country by showcasing everything from modern city luxury to authentic and traditional experiences.
“The Cambodia Lifestyle Community is more than just a social platform; it’s a vibrant hub designed to stimulate community activity and wider business involvement,” Starkey shared. Through exclusive events, activities, and promotions, the platform is encouraging more exploration and spending within Cambodia, directly benefiting local businesses and the broader economy.
By connecting locals, expats, and tourists, the Cambodia Lifestyle Community is helping to change the international perception of Cambodia—from a place known only for its temples to a country that offers a full spectrum of experiences for travelers and residents alike. This movement is making Cambodia more accessible and putting it on the map as a premier destination for living, working, and exploring.
For more information on how to join this growing community and be a part of Cambodia’s exciting transformation, join the telegram group here: https://t.me/+qx3a3A-KXGZjYTM1
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Author: Tom Starkey
Tom Starkey is an International Development graduate from Sussex University with 12-years of experience across 4 continents, Tom's goal is that he wants to showcase his love for Cambodia, where he lives, works and now happily calls home.
