Cambodia Investment Review
The Cambodia Tourism Board (CTB) hosted a workshop on Friday aimed at revitalizing the country’s tourism sector. The event, themed ‘Cambodia Tourism Revival,’ saw over 200 participants, including airline representatives, tourism professionals, journalists, and delegates from various chambers of commerce.
The workshop, held at the Sofitel Phnom Penh Phokeethra, featured a keynote address by Mr. Vichit Ith, the newly appointed CEO of the CTB. In his opening speech, Mr. Ith outlined the Board’s vision and strategic action plan for the industry. He emphasized the need for diversification, stating, “Angkor Wat has been the foundation of our tourism strategy. However, this mono-product strategy has made Cambodia particularly vulnerable to seasonality, as heritage tourism accounts for only 10% of the global market.”
Mr. Ith highlighted the impact of the pandemic on Cambodia’s tourism, noting that in 2023, the country recorded less than 6.6 million genuine tourist arrivals. This figure is significantly lower compared to neighboring countries like Thailand (39.9 million), Malaysia (26.1 million), Singapore (19.2 million), and Vietnam (18 million). “It is crucial to make significant efforts to diversify and enhance our tourism products and services to improve our image, attractiveness, competitiveness, and sustainability,” he added.
The Development Of An International ‘Cambodia’ Brand
The CEO identified six key factors for unlocking the tourism industry’s potential: a commitment to humility, creativity, a “can do” attitude, the development of an international brand, access to funds and resources, a supportive and responsive policy environment, and a genuine public-private partnership.
Distinguished speakers, including H.E. Sok Soken, Minister of Tourism, and representatives from leading international companies such as Expedia and Vinci Airports, shared valuable insights and recommendations. H.E. Sok Soken presented the CTB action plan, emphasizing the importance of engaging with international tourism markets, strengthening private sector connections, and promoting Cambodia’s integration into tour packages.
The Ministry of Tourism has organized several events and activities to promote tourism through campaigns such as “Visit Siem Reap 2024,” “Year of People-to-People Exchanges between Cambodia and China,” and the inaugural “Cambodia-India Tourism Year.” These initiatives, supported by the private sector, are expected to result in an immediate increase in international tourist numbers. “The CTB will work closely with the Tourism Ministry to jointly promote these important events to attract both domestic and international tourists,” explained H.E. Sok Soken.
“In the short term, the council’s objective is to raise awareness of Cambodia’s reputation through overseas marketing campaigns focused on public relations and strategies to attract key target markets,” he added. “In the medium and long term, the focus will be on expanding stakeholder participation through the development of new tourism products, leisure tourism, business and well-being tourism, and promoting major infrastructure development projects.”
Subsequent panel discussions addressed critical issues, including deficiencies in tourism infrastructure, evolving consumer behavior, regional connectivity improvements, and a comprehensive industry assessment.
Need For Diverse Attractions Beyond Angkor Wat
During the debate moderated by M. Norinda from Cambodia Airports, panelists provided their assessment of Cambodia’s current tourism situation. Catherine Germier-Hamel of Millenium Destinations highlighted the need for clear messaging about Cambodia’s diverse attractions beyond Angkor Wat. “Cambodia is often perceived as a poor country, but there are numerous unique experiences, products, and services that set us apart from our competitors,” she said.
Charles-Henri Chevet, General Manager of Phokeethra Hotels, pointed out the need for coordinated efforts between the private and public sectors to enhance Cambodia’s global positioning. “We need publicity and marketing in key markets. The private sector cannot finance international marketing campaigns alone,” he noted.
Patrine Tay, Marketing Director for VINCI Airports, discussed challenges such as the lack of a visa waiver policy, safety perceptions, and reduced interest from Chinese investors. “To improve Cambodia’s competitiveness, we need to lower entry barriers, strengthen destination marketing, and create new tourism products and stories,” she stated.
Chiang Jo-Peng of Cambodia Angkor Air emphasized the importance of a coordinated and unified approach. “We need to adopt a more coordinated and unified approach to remain competitive in the global market,” she said. She also highlighted the potential for developing new international routes to attract tourists.
Mr. Thourn Sinan, co-founder of the Cambodian Tourism Federation and chairman of PATA Cambodia, provided a detailed analysis of regional connectivity issues, emphasizing the need for effective terrestrial connectivity and improved infrastructure at border crossings.
The workshop concluded with the formation of task forces to spearhead specific initiatives, demonstrating the industry’s commitment to revitalizing Cambodia’s tourism sector. The event ended with a networking cocktail reception, allowing attendees to discuss potential partnerships and collaborations.
