Cambodia is stepping up efforts to redefine its tourism calendar by promoting the country’s “Green Season” as a unique travel experience rather than a traditional low season. Speaking in Siem Reap on June 22, 2026, tourism officials highlighted a nationwide strategy designed to showcase Cambodia’s rich cultural heritage, stunning natural landscapes, and year round travel opportunities. The initiative aims to change perceptions about the months between May and October, encouraging both domestic and international travelers to discover the country when nature is at its most vibrant.

The campaign reflects a broader vision to strengthen Cambodia’s tourism industry while supporting local communities and businesses. By emphasizing lush scenery, flourishing ecosystems, and authentic cultural experiences, the government hopes to attract visitors beyond the peak travel months and position Cambodia as an attractive destination throughout the entire year.

A New Vision for Cambodia’s Tourism Season

The Green Season initiative took center stage during the 2026 Green Season Tourism Talk held in Siem Reap. Tourism Minister Huot Hak presided over the event and emphasized the importance of shifting public perceptions about the traditional tourism calendar.

For decades, the period from May to October was commonly referred to as the low season because visitor numbers typically declined during the rainy months. However, tourism authorities believe this period offers some of the country’s most beautiful scenery, with greener landscapes, fuller waterways, and thriving ecosystems that provide a completely different travel experience.

“The transformation from ‘Low Season’ to ‘Green Season’ is not merely a change in terminology; it represents a shift in perspective and a forward looking national strategy,” Hak said.

His remarks underscored the government’s commitment to creating a more balanced tourism industry that can generate economic benefits throughout the year rather than concentrating activity during a limited peak season.

Showcasing Cambodia’s Natural and Cultural Treasures

The Green Season campaign was officially launched on May 2 under the guidance of Prime Minister Hun Manet. Since then, officials have been preparing for a nationwide rollout that highlights destinations across the country.

The strategy extends beyond Siem Reap and includes coastal provinces, northeastern Cambodia, and the capital Phnom Penh. By promoting a diverse range of destinations, the campaign seeks to showcase the country’s cultural heritage, natural beauty, and unique local experiences.

Tourism officials believe the initiative will encourage travelers to explore areas that may receive less attention during traditional travel periods. The approach also helps spread tourism benefits more evenly across different regions and communities.

Supporting Communities Through Year Round Travel

One of the key objectives of the Green Season strategy is to strengthen local economies by encouraging tourism activity throughout the year. More consistent visitor arrivals can help businesses maintain operations, create jobs, and generate income for communities that depend on tourism.

Officials also hope the campaign will further enhance Cambodia’s reputation as a safe, welcoming, and accessible destination. By highlighting positive travel experiences during the Green Season, the government aims to attract visitors seeking quieter attractions, greener landscapes, and a more relaxed atmosphere.

The strategy aligns with broader efforts to build a resilient tourism sector that can adapt to changing travel trends while creating long term opportunities for local entrepreneurs and service providers.

Global Events Raise Cambodia’s International Profile

Cambodia’s growing visibility on the international stage has provided additional momentum for the tourism industry. The country has successfully hosted several major international events that have drawn global attention and showcased its hospitality capabilities.

Among the most notable was the World Conference of Girl Guides and Girl Scouts held in Siem Reap. Events of this scale not only bring visitors directly to Cambodia but also help strengthen the country’s image as a destination capable of hosting significant international gatherings.

As Cambodia continues to welcome global conferences, cultural events, and tourism initiatives, officials see the Green Season campaign as another opportunity to attract new audiences and encourage repeat visits.

Why the Green Season Matters?

The Green Season campaign represents more than a marketing effort. It is a strategic move to reshape how travelers view Cambodia and to unlock the full potential of the country’s tourism assets throughout the year.

By celebrating the beauty of rain nourished landscapes, vibrant ecosystems, and cultural attractions, Cambodia is inviting travelers to experience a different side of the Kingdom. Rather than avoiding the rainy months, visitors are being encouraged to embrace a season that offers unique scenery, fewer crowds, and authentic experiences.

Conclusion

Cambodia’s Green Season tourism strategy signals a new chapter for the country’s tourism industry. By transforming perceptions of the traditional low season, the government hopes to showcase the Kingdom’s natural beauty, cultural heritage, and welcoming communities at a time when the landscape is at its most vibrant. As the campaign expands nationwide, it has the potential to boost year round travel, support local economies, and strengthen Cambodia’s position as one of Southeast Asia’s most appealing destinations.

Siem Reap is strengthening its vision for the future by reaching out to regional partners across Southeast Asia to support its smart city ambitions. During the ASEAN City Leaders Conference held in Hanoi, Vietnam, from June 7 to 10, 2026, the province explored new opportunities to attract investment, deepen tourism cooperation, and accelerate digital transformation. The event brought together city leaders and policymakers under the theme of building smart, sustainable, and connected cities, creating a platform for collaboration on the challenges and opportunities facing urban development.

The conference, supported by the ASEAN Secretariat and the Economic Research Institute for ASEAN and East Asia, gave Siem Reap a chance to learn from some of the region’s most advanced cities. Provincial leaders believe that stronger partnerships across ASEAN will help improve public services, encourage sustainable economic growth, and create a more competitive destination for investors, businesses, and tourists alike.

Learning from ASEAN’s Leading Smart Cities

Ngov Sengkak, Deputy Governor of Siem Reap, represented Provincial Governor Prak Sophorn at the conference and led the provincial delegation during the discussions. The event focused on major issues shaping the future of cities, including digital era urban planning, the use of artificial intelligence to improve governance, and the development of environmentally sustainable communities that can withstand climate related challenges.

Speaking to Việt Nam News, Sengkak said that Siem Reap is already moving forward with smart city projects but sees tremendous value in learning from Ho Chi Minh City’s experience. The Vietnamese economic hub has become one of ASEAN’s leading centers for investment, innovation, and modern urban management, making it an ideal partner for future cooperation.

“Therefore, we will use this conference as an opportunity to strengthen practical and effective cooperation with Ho Chi Minh City. Siem Reap is actively improving public services to attract investment, promote sustainable urban growth, and accelerate digital transformation in public administration,” he said.

Sengkak also stressed that Ho Chi Minh City’s practical experience could play an important role in supporting Siem Reap’s long term development goals as the province modernizes its public administration and urban infrastructure.

Building Stronger Tourism and Investment Connections

Beyond discussions about smart city management, the conference provided an opportunity for ASEAN cities to strengthen economic and cultural ties. According to the Siem Reap Provincial Information Department, the gathering also supported the implementation of the ASEAN Community Vision 2045 by encouraging greater regional connectivity in trade, tourism, and investment.

During the visit, the Siem Reap delegation held a working meeting with Nguyen Loc Ha, Permanent Vice Chairman of the Ho Chi Minh City People’s Committee. The meeting focused on expanding cooperation across several priority sectors that could benefit both cities.

Tourism was one of the central topics, with both sides discussing joint promotional campaigns and stronger travel connections between Ho Chi Minh City and Siem Reap. Closer cooperation could encourage more regional visitors while creating new opportunities for tourism businesses and service providers.

Investment and trade were also key priorities. Officials explored ways to encourage businesses and investors from Ho Chi Minh City to consider opportunities in Siem Reap, particularly in modern agriculture, agro processing, commerce, manufacturing, services, and infrastructure development. These sectors are seen as important drivers of sustainable economic growth for the province.

Human Resource Development and Digital Transformation

The discussions extended beyond business and tourism to include human capital development. Both sides recognized that skilled workers and capable public institutions are essential for successful smart city initiatives.

The delegation discussed cooperation in training civil servants, strengthening vocational education, and promoting exchanges in technology and innovation. Particular attention was given to digital governance and the expansion of digital public services that can improve efficiency and provide better services for citizens and businesses.

By investing in technology and workforce development at the same time, Siem Reap hopes to create a strong foundation for long term urban growth while making government services more accessible and responsive.

ASEAN’s Vision for Smart and Sustainable Cities

The importance of people focused urban development was also highlighted during the conference by ASEAN Secretary General Kao Kim Hourn, who delivered pre recorded opening remarks.

He emphasized that successful smart cities should place people at the center of every decision and that technology should serve as a tool to solve real world challenges rather than becoming an end in itself.

“What does a smart city actually mean? Fundamentally, it is people centred. It uses technology and innovation not as ends in themselves, but as tools to tackle congestion, pollution, inequality, and climate vulnerability,” Kao said.

“It drives economic and social progress while protecting the environment, and it ensures that no one is left behind.”

Kao also noted that smart and sustainable urban development is now a key part of the ASEAN Community Vision 2045. Through the ASEAN Connectivity Strategic Plan, the region has established clear goals and long term actions to guide urban development over the next two decades.

Readers who would like to explore more about the regional initiative can visit the official ASEAN website at https://asean.org.

Conclusion

Siem Reap’s participation in the ASEAN City Leaders Conference reflects the province’s growing ambition to become a modern, sustainable, and digitally connected city. By learning from successful regional partners, strengthening tourism and investment cooperation, and investing in technology and human resources, the province is laying the groundwork for future growth. As ASEAN moves toward its Vision 2045, Siem Reap aims to position itself as a smart city that balances innovation, economic opportunity, and quality of life for its people.

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.

Cambodia’s Tourism Arrivals See Sharp Decline

Cambodia welcomed approximately 1.3 million international visitors during the first four months of 2026, marking a significant decline compared to the same period last year. According to a report released by the Ministry of Tourism, arrivals between January and April fell by nearly 46 percent from the 2.4 million foreign tourists recorded in 2025. The slowdown highlights growing challenges facing the country’s tourism industry, which remains one of the key pillars supporting economic growth.

The decline comes at a time when Cambodia continues efforts to strengthen its tourism sector and attract more international travelers. However, a combination of regional economic pressures, geopolitical tensions, and travel related disruptions has affected visitor numbers from several major source markets. The latest figures provide insight into the factors shaping tourism trends and what they may mean for the country’s economic outlook.

Major Tourism Markets Remain Key Sources

Despite the downturn, China, Vietnam, and the United States remained Cambodia’s three largest sources of international visitors during the first four months of the year. These markets continue to play an important role in supporting the country’s tourism industry, although each experienced notable declines.

Official data showed that more than 330,000 Chinese tourists visited Cambodia during the period, making China the largest inbound market. Vietnam followed closely with around 310,000 visitors, while the United States contributed approximately 80,300 arrivals. However, compared with the previous year, arrivals from China fell by 14.5 percent, Vietnamese visitors dropped by 24 percent, and American arrivals declined by 11.5 percent.

The figures suggest that while Cambodia remains an attractive destination, international travel demand has weakened across several important markets. Tourism operators and policymakers are now closely monitoring these trends as they seek strategies to restore growth.

Economic and Regional Challenges Affect Travel

Experts point to several factors behind the sharp decline in visitor arrivals. Thong Mengdavid, deputy director at the China ASEAN Studies Centre of the Cambodia University of Technology and Science, believes broader economic conditions have played a major role.

“The conflict in the Middle East, which triggered a spike in fuel prices and flight disruptions, also contributed to this sharp decline,” Mengdavid told Xinhua.

In addition to rising travel costs, concerns related to online scam activities in parts of the region have affected traveler confidence. Ongoing border tensions involving Thailand have also added uncertainty for some visitors, particularly those planning regional travel itineraries that include multiple Southeast Asian destinations.

Together, these challenges have created a more difficult environment for the tourism industry, making recovery slower than many businesses had anticipated.

Tourism Remains Vital to Cambodia’s Economy

Tourism continues to be one of Cambodia’s most important economic sectors. Alongside agriculture, construction and real estate, and the export of garments, footwear, and travel goods, tourism serves as a major contributor to employment, investment, and foreign exchange earnings.

A sustained decline in international arrivals can affect hotels, restaurants, transportation services, tour operators, and many small businesses that depend on visitor spending. This is why industry stakeholders are paying close attention to recovery efforts and emerging travel trends.

As global economic conditions stabilize and regional travel confidence improves, tourism officials hope visitor numbers will gradually rebound. Continued promotion of Cambodia’s cultural heritage, natural attractions, and growing tourism offerings will be essential to attracting travelers back to the Kingdom.

What Does the Decline Mean for Cambodia?

The nearly 46 percent drop in international tourist arrivals raises important questions about the pace of Cambodia’s tourism recovery. While external factors such as economic uncertainty and geopolitical tensions have contributed to the slowdown, the figures also highlight the need for continued efforts to strengthen destination competitiveness and traveler confidence.

Industry experts believe that targeted marketing campaigns, improved connectivity, and enhanced visitor experiences could help reverse the trend. The country’s rich cultural heritage, world famous temples, coastal destinations, and ecotourism opportunities remain strong assets that can support future growth.

Conclusion

Cambodia’s tourism sector faced a challenging start to 2026, with international arrivals falling sharply during the first four months of the year. Although key markets such as China, Vietnam, and the United States continue to generate significant visitor numbers, economic pressures and global uncertainties have slowed travel demand. As tourism remains a cornerstone of the national economy, efforts to rebuild confidence and attract international visitors will be critical in the months ahead. The industry’s resilience and ability to adapt will play an important role in shaping Cambodia’s tourism recovery and long term economic growth.