Cambodia is attempting to establish new benchmarks in tourism with strategies that focus on sustainable development, market expansion, direct flight connectivity, support for small businesses and ambitious 2025 visitor goals.

The Kingdom’s efforts were highlighted during the ASEAN Tourism Forum 2025 in Johor, Malaysia, where Cambodia’s ambitious goals in sustainable tourism and international collaboration took centre stage.

The Ministry of Tourism laid out strategies to attract a broader range of tourists while maintaining the Kingdom’s appeal as a premier destination. 

“The 12th ASEAN-India Tourism Ministers’ Meeting declared 2025 the “ASEAN-India Tourism Year,” boosting India’s prominence as a key tourism market,” according to the Ministry of Tourism. 

It also emphasised capacity-building initiatives under the ASEAN-India Tourism Work Plan 2023-2027.

The ministry plans to promote the Kingdom in the Indian market through participation in exhibitions in India, joint promotional programmes featuring artistic performances and international events such as the International Yoga Program.

“The ministry will work to increase direct flights between key destinations in both countries. In February 2025, IndiGo Airlines will launch direct flights from Kolkata to Siem Reap,” explained Phirom Manith, acting director of the ministry’s Department of International Cooperation and ASEAN Affairs. 

He added that Cambodia and India currently enjoy direct Phnom Penh-New Delhi flights, operated by Air Cambodia.

Tailor made experiences: Attracting guests from new markets

Additional efforts include tapping into the Muslim market by transforming the low season into a “Green Season”. 

This strategy aligns with cultural preferences, such as viewing rainy seasons as a blessing, and aims to draw visitors from regions like the Middle East.

“Muslim tourists often prefer to travel during the rainy season, as raindrops are considered a blessing,” Manith told The Post.

He added that to broaden Cambodia’s appeal, the ministry is fostering cooperation across multiple levels: inter-ministerial, sub-national, bilateral, regional and global. 

This collaborative approach extends to partnerships with foreign embassies, development agencies and private sector stakeholders, enabling Cambodia to capture markets in ASEAN partner countries like China, India, Japan and South Korea. 

This expansion is expected to attract more tourists from India, China and Russia, key markets identified for growth.

The 4th ASEAN-Russia Tourism Ministers’ Meeting also welcomed a rise in Russian tourists visiting ASEAN countries, noting that the region received 1,665,110 guests visitors in the third quarter of 2024.

During the forum, discussions with partners such as Air Asia and the Capital A Group of Malaysia emphasised the importance of increasing flight connectivity and promoting Cambodian destinations in international markets. 

The move is poised to boost tourist inflows significantly, reducing travel barriers and ensuring Cambodia remains competitive in the global tourism landscape.

Tourism goals for 2025: Setting new benchmarks

“Cambodia’s tourism sector aims to welcome 7.5 million international tourists by 2025, a significant increase from the 6 million visitors recorded annually in recent years,” said Manith.

This growth will be supported by the “Cambodia-China Tourism Year 2025” and “Cambodia-India Tourism Year 2025” campaigns, reflecting the importance of these emerging markets.

During the forum, the region’s 123 million international tourist arrivals in 2024 – a 30.6% increase from 2023 – underscored the growing potential of the ASEAN tourism market. 

Cambodia is poised to capture a larger share of this growth through targeted promotions, enhanced connectivity and sustainable tourism practices.

Support for small businesses: Empowering local tourism

The ministry is equally focused on strengthening small businesses, including rural guesthouses, nature tour operators and local tourism communities. 

“National and provincial events like the River Festival, Sea Festival, Songkran, Marathon and New Year are being organised to attract tourists to diverse regions across the country,” said Manith. 

He added that the ministry also supports the implementation of existing tourism standards at both the national and ASEAN levels to ensure local operations deliver quality services to all tourists.

Additionally, the Ministry is providing training programmes for tourism professionals, promoting adherence to ASEAN and national tourism standards and ensuring the delivery of quality services. 

These initiatives empower small businesses to compete in an increasingly competitive market while enhancing the overall tourism ecosystem.

Leadership in sustainable tourism: A model for ASEAN

Cambodia’s leadership in sustainable tourism was cemented with its recognition at the ASEAN Tourism Standards Awards 2025. 

The Kingdom received 20 awards across four categories: Green Hotels, Homestays, Public Toilets and Right Service Standards. 

These achievements reflect Cambodia’s commitment to elevating its tourism infrastructure and services to international standards while prioritising sustainability.

“These awards demonstrate the Royal Government’s dedication to promoting hygiene, safety and sustainability in the tourism sector,” said Manith. 

“They serve as a testament to our efforts in making Cambodia a sustainable and quality tourism destination,” he added.

ASEAN tourism forum 2025: A platform for global collaboration

The ASEAN Tourism Forum 2025 served as a vital platform for Cambodia to strengthen ties with international partners. 

The ministry explained that the tourism minister and various stakeholders participated in 19 bilateral meetings with officials from several countries, including India, South Korea, Japan and Malaysia. 

Discussions focused on signing new tourism cooperation agreements, promoting digital tourism and mobilising investment in tourism infrastructure.

Cambodia’s delegation also made a strong impression at the ASEAN Travel Exchange (TRAVEX), showcasing its attractions to over 1,000 delegates, 106 media outlets and 332 buyers from 41 countries. 

The event reinforced Cambodia’s reputation as a vibrant and growing destination within the ASEAN region.