Interview with Ms. Catherine Germier-Hamel, Chairwoman of EuroCham’s Tourism & Hospitality Committee and Founder & CEO of Millenium Destinations
This week Senior Communications Officer Stew Post sat down with Ms. Catherine Germier-Hamel, Chairwoman of EuroCham’s Tourism & Hospitality Committee and Founder & CEO of Millenium Destinations. Catherine shared her journey expanding Millennium Destinations into Cambodia, focusing on sustainable and inclusive tourism. She also highlighted tourism recovery strategies, such as shifting from mass tourism to high-value, tailored experiences and targeting niche markets like wellness and eco-tourism.
Additionally, she addressed industry challenges, emphasising the need for skilled workers and recommending investment in training and partnerships to strengthen the sector. Lastly, she offered advice for those looking to enter Cambodia’s tourism and hospitality market.
Stew: Could you tell us a bit about yourself, how you came to Cambodia and what your role is at Millenium Destinations?
Catherine: After spending 17 years in South Korea, where I founded Millennium Destinations in 2016, I moved to Cambodia to assume the role of CEO at Destination Mekong. This regional destination management and marketing organization promotes sustainable and inclusive tourism across the Greater Mekong Subregion. My time at Destination Mekong, which lasted three years, allowed me to build a strong network in Cambodia and Southeast Asia while leveraging my professional community worldwide. In April 2024, I incorporated Millennium Destinations in Cambodia, bringing my passion for sustainable development and responsible tourism practices to this dynamic market.
At Millennium Destinations, I focus on providing consulting, training, and innovative solutions for tourism stakeholders. Our mission is to empower destinations and businesses through strategies that balance economic growth with environmental preservation and social inclusion. By fostering collaborations between public and private sectors, we aim to promote sustainable tourism as a tool for local development and empowerment that benefit local communities while preserving their unique cultural and natural heritage. Cambodia offers immense opportunities for sustainable tourism growth, and I am excited to contribute to its development through Millennium Destinations.
Stew: Though it is starting to bounce back, tourism numbers remains below pre-pandemic levels. Are there any promising strategies that businesses can use to make the most out of lower amounts of visitors? (ie package tours, higher-end experiences etc.)
Catherine: The current situation calls for a shift in focus from quantity to quality in tourism strategies. Businesses should prioritise attracting travelers who are willing to stay longer and spend more, thereby maximising the economic impact of fewer visitors. This involves moving away from a volume-driven approach toward one that emphasises value creation through tailored experiences. High-end offerings such as luxury accommodations, curated cultural tours, or eco-conscious travel packages can appeal to discerning tourists seeking meaningful connections with destinations.
Additionally, diversifying source markets is crucial given the changing travel patterns of key segments like Chinese tourists. Cambodia can position itself as a destination for niche markets such as wellness tourism, adventure travel, or gastronomy enthusiasts. Leveraging digital marketing tools to target these specific demographics can also enhance visibility.
Finally, collaboration between stakeholders is essential. Partnerships between local communities, tour operators, and government bodies can help develop innovative products while ensuring inclusivity and sustainability. By aligning efforts toward creating authentic experiences that reflect Cambodia’s rich heritage and natural beauty, businesses can adapt successfully to the evolving tourism landscape.
Stew: What do you think are the greatest challenges to tourism and hospitality operators in Cambodia? How would you suggest they overcome these challenges?
Catherine: One of the most pressing challenges facing Cambodia’s tourism and hospitality sectors is the shortage of skilled human resources. Many workers lack formal training in areas such as customer service, language proficiency, or sustainable practices—skills that are critical for delivering high-quality tourist experiences. This talent gap not only affects service standards but also limits the industry’s ability to innovate and compete regionally.
To address this issue, investment in education and capacity-building initiatives is paramount. Training programs tailored to local needs should be developed in partnership with educational institutions and industry leaders. These programs could include technical skills development, mentorship opportunities for young professionals, and train-the-trainer initiatives that create a multiplier effect within communities.
Additionally, fostering a culture of continuous learning through certifications or workshops on emerging trends like digitalisation or eco-tourism can enhance workforce readiness. Public-private partnerships can play a pivotal role by pooling resources for scholarships or apprenticeships targeting underrepresented groups. By prioritising human capital development alongside infrastructure improvements, Cambodia’s tourism industry can build resilience while ensuring that growth benefits local communities equitably.
Stew: The Cambodian Government recently announced a price reduction for select visa fees in 2025. Do you think this is a good strategy to attract more international visitors to the Kingdom? If not, what do you see as being a more promising approach?
Catherine: While visa fees are not typically a decisive factor for most international travelers, reducing them can certainly enhance Cambodia’s competitiveness by removing a potential barrier to entry. Simplifying visa processes or offering discounts may create a perception of value among prospective visitors who compare destinations based on convenience and affordability.
However, focusing solely on cost reductions may not yield long-term benefits unless paired with broader efforts to enhance the overall visitor experience. A more promising approach would involve promoting Cambodia’s unique cultural heritage and natural attractions through targeted marketing campaigns that highlight its distinctive offerings.
Additionally, bundling visa fee reductions with incentives such as discounted entrance fees to key sites or exclusive travel packages could amplify their impact. Improving infrastructure—both physical (roads, airports) and digital (online booking systems)—and ensuring high service standards will also be critical in attracting repeat visitors.
Ultimately, while price adjustments can act as an initial draw, creating lasting appeal requires investments in quality experiences that reflect Cambodia’s authenticity and charm.
Stew: If you had one piece of advice for someone looking to enter that tourism and hospitality market in Cambodia, what would it be?
Catherine: My advice would be: think outside the box and embrace innovation through collaboration while staying deeply connected to local culture and traditions. Cambodia offers immense opportunities for those willing to explore uncharted territories—whether by introducing new concepts like eco-lodges or leveraging technology for personalised travel experiences. Understanding the market dynamics is crucial; this includes recognising shifts in traveler preferences toward sustainability and authenticity. Building partnerships with local communities can also provide unique insights while fostering inclusive growth. Entering this market requires adaptability—be prepared to navigate challenges such as skill shortages or infrastructure gaps by investing in training programs or collaborating with other stakeholders. Above all, approach Cambodia not just as a business opportunity but as an adventure filled with potential for meaningful and long-lasting impact.
This post was originally published on here
