(Phnom Penh): On Monday morning, May 4, 2026 at 8:30 a.m., at the Ministry of Tourism, a seminar was organized on the study of marketing and promotion of foreign tourism for 2027-2028 under the theme “Assessment and determination of priority tourism markets for Cambodia for 2027-2028” under the chairmanship of His Excellency Huot Hak, Minister of Tourism, representatives of the government and private sectors, representatives of relevant ministries and institutions, representatives of the Cambodian Tourism Study and Promotion Board, and representatives of several private companies involved in the tourism sector. Also invited to the ceremony were Ms. Pheng Kunthea Borey and Ms. Kong Samphas – Vice President, on behalf of the Cambodia-International Economic Cooperation Development Association, representing Ms. Chip Yuthary, President of the Association.
This important workshop aims to:
1. Identify priority tourism markets and potential markets for Cambodia in 2027-2028
2. Understand travel trends that impact domestic tourism demand
3. Examine challenges affecting competitiveness, including air connectivity and prices
4. Examine tourist perceptions, misconceptions, and barriers to booking travel and
5. Put forward concrete recommendations to strengthen Cambodia's tourism competitiveness.
Please be informed that as Cambodia's tourism sector continues to recover, the industry is entering a strategic phase that is not only focused on increasing the number of tourists.
But also focus on properly identifying market sources to drive sustainable growth, increase tourist spending, and enhance the competitiveness of tourist destinations.
In the context of regional competition, we need to better understand the changing travel trends, market preferences, and structural factors that influence destination choice, including: air connectivity, pricing, and the positioning of tourism products.
This important seminar will serve as a platform to present the vision for the private sector, the state, and the market.
Cambodia’s tourism priorities, along with options for addressing key challenges that affect competitiveness. The input received will contribute to defining Cambodia’s tourism direction towards 2027-2028, ensuring a targeted, competitive and sustainable market development approach.
The workshop also included discussions with representatives from key sectors of the tourism ecosystem under key topics: 1. Global and regional travel trends that impact tourism demand in Cambodia, 2. Identifying priority market sources (existing and potential markets), 3. The role of air connectivity and pricing in increasing competitiveness, 4. Tourist needs and challenges in booking travel, 5.
Challenges in converting «interest» into «actual travel», 6. Product development and competitiveness with regional tourism, and 7. Opportunities and practical solutions to strengthen Cambodia’s position.
