With untapped natural wonders, cultural experiences and new flight connections on the horizon, the Cambodia Tourism Board is positioning the country as a diverse destination ready to welcome the world.
As Cambodia pivots to establish itself as a premier tourism destination, the Cambodia Tourism Board, an institutional platform launched by the Ministry of Tourism, is leading the charge. This public-private partnership – unprecedented in Cambodian tourism – brings private sector voices directly into planning, fostering what CEO Ith Vichit describes as a bottom-up approach. “The private sector knows best what is working, what is not working and what is missing,” he explains.
At its core, the government’s role is to create a conducive environment for businesses, paving the way for more international premium tourism and allowing private ventures in the community to thrive. “As the private sector grows and the community prospers, the government will also reap the benefits,” adds Vichit. The ultimate goal is to elevate Cambodia from a hidden gem to a thriving yet sustainable tourism hub with a diverse array of attractions that focus on Culture, Adventure and Nature (CAN).
Moving Beyond Angkor Wat
Angkor Wat’s international reputation has firmly placed Cambodia on the global tourism map. However, as Vichit explains, “Ancient monuments account for only a small percentage of tourism globally,” emphasizing that Cambodia has much more to offer. Today, leisure, adventure, wellness and business tourism account for most of the market.
Cambodia’s tourism strategy centers on promoting a broader range of attractions, including pristine beaches, wellness retreats, ecotourism, untouched rainforests and cultural experiences. “What we are missing,” Vichit says, “is the approach to position Cambodia as a diversified tourism destination.”
Expanding the 4 A’s
For Cambodia to reach its tourism potential, enhancing the essential “4 A’s of tourism” – Accessibility, Amenities, Accommodations and Attractions – has become a top priority. In many of Cambodia’s most promising locations, two or even three of these essential components are underdeveloped, an area the government intends to address over the coming months.
By strengthening these fundamentals, Cambodia aims to improve its tourism appeal beyond Angkor Wat and Siem Reap. The government’s vision also includes partnerships, such as increasing cruise ship traffic with Singapore, and the “Two Kingdoms One Destination” initiative with Thailand.
Hidden Natural Treasures
Beyond the ancient temples, Cambodia boasts a trove of natural wonders and lesser-known locations primed to captivate adventurous travelers. In the country’s northeastern and southwestern regions lies a unique Amazonian-like ecosystem, replete with wildlife, endangered species and untouched landscapes.
In addition, the northern central region is home to the elusive pink dolphin, and visitors to the southern coast near Kampot and Koh Kong can encounter saltwater pink dolphins as well as the rare dugong, adding to the country’s biodiversity appeal.
Authentic Experiences
To create a more rounded experience for international visitors, Cambodia is expanding its tourism offerings into food, shopping and wellness.
Cambodian cuisine is another well-kept secret. Chef Nak, one of the most recognized Cambodian chefs, perfectly links the uniqueness of Cambodian dishes with the country’s natural splendor: “Cambodian cuisine is a vibrant tapestry, woven from the natural bounty of our land – its fields, mountains, lakes and rivers. Each dish brings a delicate balance of sweet, salty, sour, umami and a hint of bitterness, with lemongrass paste as a beloved, unifying flavor.”
For Chef Nak, discovering Cambodian cuisine also means immersing oneself in its historical past and culture. “Our food reflects a legacy of resilience and creativity; we make the most of what we have, adapting influences into something uniquely Cambodian. Sharing food is part of our culture, connecting us to each other and our heritage, while welcoming others to share in the flavors of our journey,” Chef Nak emphasizes.
Cambodia’s Kampot pepper, a world-famous spice used by Michelin-star chefs, and local durian plantations provide unique culinary experiences. Vichit envisions tours where visitors can explore these plantations, tasting durian at its source – a treat that appeals particularly to Asian tourists.
In a bid to further differentiate Cambodia as a destination, the Tourism Board is also pushing for the country to become a known hub for music such as jazz. “While Cambodia may not have the infrastructure for large-scale pop events, jazz could attract a niche but dedicated audience,” Vichit explains.
An Invitation to Discover Cambodia
Cambodia’s magic goes beyond its beautiful scenery and magnificent historical monuments. “The most authentic experience in Cambodia is the Cambodians themselves. We are genuine, very hospitable and embrace all cultures, ethnicities and religions,” Vichit emphasizes.
Now is the time for travelers and investors alike to explore the country and be part of its tourism journey. “We invite you to visit Cambodia to experience the authenticity of our beautiful people and our millennia-old culture, while exploring our untouched rainforests, pristine beaches and, last but not least, savoring our distinct and delectable culinary dishes,” Vichit states. With untouched beaches, rare wildlife, a rich culinary heritage and genuine local hospitality, Cambodia is ready to redefine its tourism landscape. “Cambodia is a hidden natural gem that can captivate your heart and soul forever,” Vichit concludes.