Tourism players have often said that there is more to Cambodia beyond
the world-famous Angkor Wat – and now, the newly formed Cambodia
Tourism Board (CTB) will be actively promoting other facets of the
kingdom’s diverse offerings.
The board was formed as a public-private partnership platform,
established to actively promote inbound tourism with the private sector
and the support of the government.
Ith Vichit, CEO of CTB, has announced that the board will be placing
its focus on Cambodia’s lesser-known west coast, from Koh Kong to Kep,
and will be including beach resorts in Kampot and Sihanoukville.
“Our white sand beaches and crystal-clear sea in Koh Rong [off
Sihanoukville] are the best in Asia,” Vichit said. “Angkor Wat and Siem
Reap will continue to enhance its products and services offerings in the
foreseeable future to create an unforgettable experience for our
visitors.”
More diverse options for the win
The board will also be promoting other locations ripe for
eco-tourism, promoting offerings in the realm of wellness, gastronomy
and shopping, and positioning itself as a Muslim-friendly destination.
Cambodia has experienced a relatively lacklustre post-pandemic
performance with lower international tourist arrivals compared to its
regional neighbours. Tourism peaked in 2019 with 6.6 million
international tourist arrivals, but figures have lagged since Covid-19.
Between January and July of this year, the country recorded a 5.2% dip
in figures compared to the same period in 2019.
According to Vichit, the Indo-Pacific region features two-thirds of
Cambodia’s priority market due to its high disposable income, with the
remaining markets comprising of Western Europe – such as France,
Germany, the United Kingdom and Switzerland – and the US, Australia and
New Zealand.
Addressing existing problems
The Cambodian tourism sector has been plagued by problems including
such as a lack of marketing and accessibility via direct flights,
overshadowed or packaged together with regional countries. Fears of
kidnappings and other crimes related to the “online scam” industry have
also affected the kingdom’s reputation.
Vichit said the CTB understands the nature of these problems and will
continue to make recommendations for the government to take action.
“CTB’s role is to highlight all the challenges to the government for
further action, including finding ways to change the perception about
Cambodia,” he said. “What makes Cambodia so unique and unforgettable is
the authenticity of Cambodians themselves. We are genuinely kind and
hospitable towards foreigners.”