While many stakeholders within the Kingdom’s tourism sector have recently expressed optimism that the upcoming completion of the Techo International Airport (TIA) will significantly increase tourism arrivals into the country and support Phnom Penh becoming a regional and even international air transport hub, some insiders in tourism market believe there is more to this equation for success than just the base infrastructure.
Despite the opening of the first phase of TIA in coming months, more will still need to be done by both national carriers and the tourism industry as a whole to realize such grand ambitions.
As stated by Alexander Scheible, General Manager of the Plantation Urban Resort and Spa located in central Phnom Penh, in an interview with the Khmer Times this week, “While the new airports are certainly a welcome improvement to Cambodia’s infrastructure, growth in successful projects like Dubai, Istanbul, Qatar, and Singapore was largely driven by a strong national airline using the airport as a hub.”
He said that, “It’s unlikely that foreign airlines will use the new Phnom Penh airport as a hub, so Cambodia’s national carriers will need to take the lead in driving this growth.”
He noted that while some stakeholders seem optimistic that TIA will automatically attract more traffic through Cambodia, perhaps they are overlooking this critical factor.
While improved travel infrastructure certainly supports the travel industry, Scheible said that the ‘Brand Cambodia’ must be promoted internationally through various media channels to shift its image from being solely a cultural destination to showcasing all that the country has to offer as a standalone destination.
Cambodia must effectively brand itself as a destination by leveraging its unique selling points, he explained, and invest into global branding campaigns – just like many ASEAN countries have done successfully in the past years.
“Cambodia has immense potential, and it’s important to highlight its diverse attractions beyond just culture,” he stressed.
According to Scheible, this rebranding effort will help change perceptions and encourage more visitors from key markets.
He said that it is also important for Cambodia to broaden its marketing approach to target various types of tourism.
“Although this and some other types may take time due to infrastructure challenges, sectors like adventure tourism, wellness, exhibitions and trade shows, cultural events, and sports can be developed and promoted more effectively in the meantime,” he detailed.
Meanwhile, importantly, he said, efforts are already being made to develop Cambodia’s beaches to their full potential.
In terms of attracting more expos and specialized events, Scheible added that exhibition halls in Cambodia could benefit from a renovation as well, as some organizers currently find it challenging to locate suitable venues in Phnom Penh or Siem Reap for specialized events.
He said indoor and outdoor sporting venues of a large size and international standard could also help to attract more sporting events and their fans to Cambodia, broadening the type of arrivals in future.
He also suggested reducing visitor’s travel costs by waiving visa fees and a value added tax (VAT) refund system for tourists in order to make Cambodia a more competitive travel destination.
“It’s important to keep in mind that travellers support Cambodian people, helping to generate jobs and income,” Scheible noted.
Tourism is considered “low-hanging fruit”, he added, because it can generate immediate economic benefits with relatively low upfront investment compared to other industries. But to revitalize this influx of cash, Scheible suggested the country’s image must continue to develop on the international stage through global marketing campaigns.
- Tags: Phnom Penh Airport, TIA
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