While European interest in Asia intensifies, a gap persists between dream destinations and those actually booked. A valuable lesson for Cambodia, which must rethink its positioning.

In its A Healthy Future report, published in 2026 by the World Bank, a multidisciplinary team of experts sounds the alarm. A silent epidemic of non-communicable diseases (NCDs) threatens Asia and the Pacific, a region home to over 2.3 billion people.