Cambodia is strengthening cooperation between the government and the private sector to revive its tourism industry and attract more international visitors. During the 30th anniversary celebration of the Cambodia Tourism Association in Phnom Penh on Wednesday, leaders from both sectors highlighted the importance of working together to rebuild momentum after a significant drop in foreign arrivals. The initiative focuses on expanding partnerships, promoting Khmer culture, and making the Kingdom a more attractive destination for travelers and investors.
The renewed strategy comes at an important time for Cambodia’s tourism sector. Faced with regional economic challenges and slower visitor growth, the country is looking to combine public leadership, business innovation, and community participation to create a more resilient and competitive tourism industry. The approach is expected to generate jobs, increase local incomes, and strengthen Cambodia’s global image.
Public and Private Sectors Join Forces
Speaking at the event, Deputy Prime Minister and Minister of Civil Service Hun Many emphasized that close cooperation between government agencies, businesses, citizens, and development partners is essential for long term success. He pointed to the Public Private People Partnership model as a key driver of national development and a practical way to unlock Cambodia’s tourism potential.
“This strong partnership will continue to be an important driving force for the growth of the ‘Cultural and Nature Tourism’ sector, which the Royal Government considers as ‘green gold’ and an on-site export. It contributes directly to job creation, increasing incomes, improving livelihoods, and conserving cultural and environmental resources,” Many said.
He also encouraged Cambodians to play a more active role in promoting the nation abroad.
“Every Cambodian is a goodwill ambassador and a representative of our national identity on the international stage. Let us join hands in expanding our tourism soft power by promoting the uniqueness of Khmer culture, arts, customs, and traditions to enhance national prestige and boost investment attractiveness,” he added.
Khmer Culture Seen as a Powerful Asset
The government believes that Cambodia’s rich cultural heritage can become one of its strongest competitive advantages. By highlighting Khmer arts, traditions, customs, and cultural identity, officials hope to attract more visitors while creating greater opportunities for investment.
This strategy goes beyond tourism promotion. It aims to build a stronger international reputation for Cambodia by encouraging every citizen to contribute to the country’s image. Officials believe that authentic cultural experiences can help distinguish the Kingdom from other destinations in the region.
Focus Shifts to the Chinese Market
Minister of Tourism Huot Hak called on tourism associations, travel companies, and related businesses to take an active role in upcoming promotional campaigns, particularly those aimed at Chinese travelers.
“The tourism sector requires inter-sectoral cooperation. The determining factors for our success are proactive, active, and interactive operations,” Hak said.
The campaign aligns with Cambodia’s upcoming visa exemption trial for Chinese passport holders. Running from June 15 to October 15, 2026, the policy will allow Chinese visitors entering from any departure point to stay in Cambodia for up to 14 days without visa fees or application procedures. Travelers will only need to complete the electronic E arrival card, and the policy will allow multiple entries during the four month period.
Private Sector Ready to Support Growth
Business leaders have welcomed the government’s latest travel facilitation measures and pledged to work closely with public authorities to promote Cambodia internationally.
Cambodia Tourism Association President Chhay Sivlin said the private sector is fully committed to helping attract more foreign visitors and supporting the country’s tourism recovery.
“The private sector is fully prepared to cooperate closely with government entities and the Ministry of Tourism to heavily promote the country’s potential and attract more international visitors, especially from China,” she said.
Industry representatives believe stronger cooperation between businesses and government institutions will create a more effective tourism promotion strategy and encourage sustainable growth across the sector.
New Task Force to Drive Results
The latest partnership efforts come as Cambodia’s tourism industry faces a challenging period. International arrivals dropped by 45 percent compared with the same period last year, reaching only 1.3 million visitors during the first four months of 2026. Analysts attribute the slowdown to regional economic conditions and continuing border tensions.
To turn commitments into action, participants at the anniversary event agreed to establish a multi stakeholder task force. The group will oversee short and medium term initiatives while providing quarterly reports on key indicators such as visitor arrivals, tourist spending, and income generated for local communities.
Conclusion
Cambodia’s latest tourism strategy reflects a growing belief that stronger partnerships and cultural promotion can help revive one of the country’s most important economic sectors. By bringing together government institutions, private businesses, local communities, and international partners, the Kingdom hopes to create a more sustainable tourism industry that benefits both the national economy and ordinary citizens. If these efforts succeed, Cambodia could strengthen its position as one of Southeast Asia’s most distinctive and attractive travel destinations.