Addressing Cambodia's tourism revival: Catherine Germier-Hamel's perspective

La Rédaction
Jul 21, 2025
4 min read

Emblematic of both a rich heritage and a rapidly evolving modernity, Cambodia's tourism industry is at a pivotal moment. As Chair of EuroCham's Tourism and Hospitality Committee and visionary founder and CEO of Millennium Destinations, Catherine brings a wealth of experience and a refreshing perspective rooted in sustainability and inclusivity.

Catherine Germier-Hamel's career has been marked by passion, determination and a profound impact. After spending 17 years developing a commercial ecosystem in South Korea, where she founded Millennium Destinations in 2016, Catherine began a new chapter in her life by moving to Cambodia.

There, she served as CEO of Destination Mekong, a regional organisation dedicated to sustainable tourism in the Greater Mekong sub-region.

Her tenure not only allowed her to expand her professional network in Southeast Asia, but also to deepen her understanding of the region's unique challenges and opportunities.

In April 2024, Ms Germier-Hamel strategically joined Millennium Destinations in Cambodia, transforming it into a strong advocate for responsible tourism development.

The company's mission is clear: to empower destinations and businesses through consulting services, training and innovative solutions that balance economic growth, responsible environmental management and community well-being. By fostering partnerships between public bodies and private companies, Millennium Destinations aims to develop tourism that preserves local culture and natural heritage while promoting equitable socio-economic development.

Reinventing tourism in a post-pandemic world

The global health crisis has significantly disrupted tourist flows around the world, and Cambodia has not been spared. With visitor numbers remaining below pre-pandemic levels, Catherine is advocating a strategic shift from a volume-driven approach to one that emphasises quality and value.

Key strategic changes include:

Prioritising high-value travellers: encouraging longer stays and higher spending through tailored experiences that meet travellers' desires for authenticity and depth.
Curated offerings: developing luxury accommodations, selected cultural immersions and environmentally friendly travel packages designed to attract savvy tourists seeking meaningful connections with the destinations they visit.
Focus on niche markets: Target emerging segments such as wellness tourism, adventure travel and foodies, who bring diverse interests and spending habits.
Precision digital marketing: Leverage digital platforms to accurately target and engage specific segments of the population to improve Cambodia's visibility among international audiences.
Collaborative development: Encourage cooperation between local communities, government agencies and tourism operators to co-create experiences that reflect Cambodia's rich heritage and ecological beauty.
This thoughtful rebalancing not only maximises the economic benefits of a smaller number of visitors, but also aligns with the sustainability principles essential to long-term viability.

Addressing the human capital challenge: the backbone of tourism

One of the main obstacles facing the tourism and hospitality sectors in Cambodia is the acute shortage of skilled professionals.

The lack of formal training, whether in customer service, language skills or sustainability, is a major obstacle that undermines service quality and hinders innovation.

Catherine emphasises that this challenge requires multi-dimensional interventions:

Investing in education and training: developing specialised programmes that reflect the realities of Cambodia's tourism industry, particularly in terms of technical skills, mentoring and training for trainers.
Promoting a culture of lifelong learning: encouraging continuous skills development through certification courses and workshops on cutting-edge topics such as digitalisation and ecotourism.
Public-private partnerships: pool resources and expertise to offer scholarships, internships and inclusive training that reach underrepresented populations.
Community empowerment: empower local people not only to participate in tourism initiatives, but also to lead them, to ensure that the benefits are returned to the local population in a sustainable manner.

Reducing visa fees: a step forward or just the beginning?

The Cambodian government's recent announcement that it will reduce certain visa fees in 2025 has sparked debate about its effectiveness as a measure to boost tourism. Catherine offers a nuanced assessment:

Visa fees as a factor in competitiveness: although they are not generally a determining factor for most travellers, reducing visa fees can help remove friction points and improve Cambodia's appeal relative to its regional competitors.
Broader improvements are needed: reducing costs alone is not enough to guarantee growth in visitor numbers. It must be part of a package of measures including simplified visa procedures, incentives such as discounts on admission to tourist sites and exclusive travel experiences.
Excellent infrastructure and services: Investment in physical infrastructure (roads, airports) and digital infrastructure (online booking systems) is essential. High service standards are also essential to build visitor loyalty.
Building lasting appeal: Long-term growth in tourism depends on creating memorable and authentic experiences that reflect Cambodia's cultural richness and natural charms.

Opportunities for newcomers to Cambodia's tourism sector

For entrepreneurs and investors interested in Cambodia's tourism and hospitality sector, Catherine's advice is pragmatic:

Think outside the box: dare to innovate by exploring untapped niches such as eco-lodges or technology-based personalised travel experiences.
Embrace the culture and community: It is essential to establish deep connections with local customs and traditions. Successful initiatives are those that integrate and amplify indigenous narratives and practices.
Understand market dynamics: Stay attuned to changing traveller preferences, particularly the growing demand for sustainability and authenticity.
Build strong partnerships: Collaborations with local communities provide a better understanding of the situation and ensure inclusive and equitable tourism development.
Approach the subject with determination: Consider Cambodia not only as a business opportunity, but also as a journey rich in opportunities to make a significant social and environmental impact.

Sustainable tourism as a catalyst for growth

Catherine's vision is in line with broader national and regional aspirations to leverage tourism as a driver of sustainable development. She believes that Cambodia's rich cultural heritage, unspoilt natural landscapes and warm hospitality provide fertile ground for tourism that respects and values local realities.