Tourism: Cambodia unveils a comprehensive program to revitalize the sector in Siem Reap

The Royal Government of Cambodia has officially announced an ambitious program to implement a series of key measures designed to revitalize and develop Siem Reap's tourism sector.

According to the government, this strategic initiative, formalized by Decision No. 30 សសរ of March 4, 2025, reflects Cambodia's commitment to making Siem Reap a leading cultural and natural tourism destination, capitalizing on its world-renowned heritage sites and dynamic local culture

The decision, signed by Prime Minister Samdech Moha Borvor Thipadei Hun Manet, charges the Siem Reap-Angkor Tourism Management and Development Committee with overseeing and evaluating the implementation of these measures, ensuring that they are in line with national development objectives and sustainable tourism practices1.

Promoting Siem Reap as a global cultural and natural destination

At the heart of the plan is a robust promotional campaign designed to position Siem Reap as a leading destination that showcases its unique cultural and natural assets. The Ministry of Tourism, in collaboration with Siem Reap's provincial administration and private sector partners, will spearhead this campaign:

• Organizing photography competitions at major cultural events such as the Equinox and Angkor Sangkranta festivals to showcase the province's rich heritage.

• Launching digital campaigns and short video promotions to raise global awareness and attract international tourists via social media platforms.

• Engage international experts, travel journalists and influencers from key markets - such as the US, Europe, China, Japan, Korea, Australia and India - to amplify positive stories about Siem Reap.

The government also aims to foster a positive image by countering misinformation and promoting authentic tourism experiences, emphasizing affordability, quality hospitality and transparent pricing to build visitor trust and satisfaction.

Targeting key international markets with appropriate strategies

Recognizing the diversity of global tourism markets, the program defines targeted approaches for priority regions:

• For India, Siem Reap will be presented as a center for spiritual and religious tourism, with specialized packages for pre- and post-wedding celebrations and events such as International Yoga Day.

• The Chinese market will be the focus of initiatives such as familiarization trips for media groups, improved Chinese language training for tour guides and university programs to deepen cultural ties.

• Neighboring ASEAN countries, notably Thailand, Vietnam and Laos, will benefit from joint tour packages and improved connectivity by land, sea and air, within cooperation frameworks such as “Two countries, one destination” and “Three/four countries, one destination”.

• For Korea, Japan and Australia, new tourism products will be developed to meet specific preferences, including MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism and eco-friendly options, as well as media collaborations and cultural exchange programs.

Improving tourism infrastructure and accessibility

The government's plan also focuses on improving ease of travel and comfort for visitors. These include

• Strengthening online booking platforms with advanced search engine optimization and artificial intelligence technologies to facilitate tourist access.

• Encouraging airlines to increase direct flights to Siem Reap, especially low-cost carriers, with incentives such as reduced landing and parking fees at Siem Reap Angkor International Airport.

• Develop tourism infrastructure such as parking lots, public toilets, gardens and waste disposal systems to enhance the visitor experience at key sites1.

Fostering the growth of sustainable and inclusive tourism

Sustainability is a cornerstone of the development strategy, with initiatives promoting green and climate-friendly tourism practices at both national and international levels. The government encourages tourism businesses to adopt these standards, and highlights those recognized for excellence to set benchmarks for the industry.

In addition, the “Everyone for Tourism, Tourism for All” campaign enables local communities and individuals to become ambassadors for Cambodian culture and tourism, promoting inclusive growth that benefits all stakeholders.

Institutional support and coordination

Implementing these measures involves coordinated efforts between several ministries and organizations, including the Ministry of Economy and Finance, the Ministry of Foreign Affairs and International Cooperation, the State Secretariat for Civil Aviation and private sector partners. The Siem Reap Tourism Management and Development Committee will play a key role in monitoring progress and reporting to the Royal Government to ensure effective implementation.

Vision

This comprehensive plan reflects Cambodia's strategic vision to not only restore but also elevate Siem Reap's status on the world tourism map. By combining cultural promotion, market-specific strategies, infrastructure development and sustainability, the Royal Government aims to create a dynamic, resilient and inclusive tourism ecosystem that honors Cambodia's heritage while seizing future opportunities.

According to the government, the successful implementation of these measures promises to enrich the visitor experience, stimulate local economies and preserve the cultural and natural treasures that make Siem Reap a world-class destination.