Cambodia has showcased its tourism potential at the ASEAN Travel Exchange (TRAVEX) in Malaysia, sharing insights into the country’s rich cultural and natural attractions, and highlighting the Kingdom’s readiness to welcome international tourists in 2025.
In a press briefing held at the ASEAN Travel Exchange (TRAVEX), in Johor Bahru, Malaysia, Ouk Sam Ath, Deputy Director of the Ministry of Tourism’s Overseas Tourism Marketing and Promotion Department, presented an overview of Cambodia’s tourism offerings for 2025.
She emphasised the country’s readiness to welcome international travellers and shared insights into Cambodia’s cultural and natural attractions.
Highlighting Cambodia’s rich cultural heritage and natural beauty, she provided a snapshot of the country’s key tourism zones, which include Phnom Penh, Siem Reap, the coastal areas, and the northeast region. Each zone offers a unique blend of historical sites, natural landscapes, and vibrant local experiences.
“Phnom Penh, the capital city of Cambodia, offers a variety of local products and authentic experiences, including nightlife and river cruise activities on the Mekong River. In Siem Reap, tourists can explore the famous Angkor Wat Temple and other significant sites within the Angkor Archaeological Park,” she noted.
The Ministry of Tourism is also collaborating with the Ministry of Culture and Fine Arts to bring the essence of Cambodia’s cultural heritage to TRAVEX 2025. The country’s traditional arts, including Apsara Dance, one of the traditional dances of the Royal Ballet of Cambodia, and other cultural exhibitions, were featured during the event to create a memorable experience for international attendees.
This partnership is designed to promote the rich cultural heritage of Cambodia and connect visitors with the country’s unique traditions.
In the press briefing, Sam Ath also detailed Cambodia’s recovery in tourism, surpassing pre-pandemic levels with 6.7 million international arrivals in 2024, and highlighted the country’s recognition in global travel awards.
The data provided by the Ministry of Tourism shows Cambodia’s tourism sector has experienced significant fluctuations over the past six years, heavily influenced by global events. According to the latest data, the country is witnessing a robust recovery in international arrivals post-pandemic, although the figures have not yet returned to pre-2020 levels in some cases.
The data indicates that regional travel within Southeast Asia has been pivotal in driving Cambodia’s tourism recovery. Countries like Thailand and Vietnam lead in tourist numbers, underscoring the importance of regional markets.
Thailand emerged as the top source of tourists in 2023 and 2024, with a peak in 2023 at 1,820,460 arrivals, and 1,725,503 recorded in the first 11 months of 2024. This shows strong regional travel despite the overall challenges.
“Cambodian international arrivals for 2024 have fully recovered, surpassing the pre-pandemic level. We were granted the World Traveller Award from 2022 to 2024 and hope to continue this streak as a leading cultural and youth travel destination,” she added.
Discussing the country’s eco-tourism potential, she described popular destinations in the northeast like Mondulkiri and Rattanakiri provinces, which are ideal for adventurous travellers. She also spotlighted the newly developed infrastructure and accessibility, including airports, expressways, and a digital e-arrival form that simplifies the entry process for tourists.
“Our new infrastructure includes the Techo International Airport, expected to launch in 2025, and expressways enhancing connectivity to key destinations. The e-arrival form, implemented in July 2024, facilitates easier travel arrangements,” Sam Ath explained.
In addition to tourism, she mentioned Cambodia’s vibrant festivals and cultural events, such as the Angkor Sankranta, Sea Festival, and Water and Moon Festival, which offer visitors a chance to experience local traditions and celebrations.
“Our festivals, like the Angkor Sankranta in April and the Water and Moon Festival in November, are deeply rooted in Cambodian culture and provide unique experiences for visitors. These events are part of our effort to promote Cambodia as a year-round travel destination,” she added.
Wrapping up the briefing, Sam Ath invited the attendees to view a promotional video highlighting Cambodia as the “Kingdom of Wonder,” where ancient traditions and modern developments blend seamlessly.
Long Sokha, Deputy Director-General of the General Department of International Development and Cooperation at the Ministry of Tourism, underscored the objective of attracting more international tourists, particularly from ASEAN, by showcasing Cambodia’s diverse tourism offerings.
He added that the ministry’s initiatives aim to enhance Cambodia’s presence in the ASEAN tourism market and extend its reach to other international markets. Through engagements at TRAVEX 2025 and the ASEAN Tourism Forum, Cambodia seeks to increase its visibility among potential tourists and establish itself as a premier travel destination in the region.
Minister of Tourism Huot Hak will attend the Opening Ceremony of ATF 2025, along with other Tourism Ministers from ASEAN Member States.
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