Tourists visit Cambodia’s renowned Angkor Wat in Siem Reap province on September 23. Yousos Apdoulrashim
To promote Cambodia’s tourism industry and address challenges in its image among Chinese travellers, Minister of Tourism Huot Hak met with key figures in China’s Guangxi Zhuang Autonomous Region during the 21st China-ASEAN Expo (CAEXPO) in Nanning, China on September 25.
The event, which serves as a major platform for collaboration between China and ASEAN nations, provided an opportunity for Cambodia to reaffirm its commitment to strengthening tourism ties while also addressing issues related to misinformation and negative perceptions.
The meeting between Hak and Gan Lin, chairman of the Party Committee of the Guangxi Department of Culture and Tourism, highlighted Cambodia's interest in expanding promotion in China, particularly in Guilin city and other areas of Guangxi.
"The minister proposed to actively prevent the spread of false or negative information about Cambodia in the Chinese community,” according to the ministry. “Additionally, Cambodia welcomes China's initiative to cooperate on the Smart Tourism Platform, which will connect ASEAN countries and improve the provision of information to tourists.”
The Cambodian delegation, which included representatives from the country’s tourism industry, emphasised the importance of attracting more Chinese visitors.
Prior to the pandemic, Chinese travellers accounted for over 35 per cent of Cambodia’s 6.6 million international visitors, making China a critical market for the country’s tourism sector.
“In the first seven months of 2024, Cambodia welcomed a total of 463,980 Chinese tourists, marking a significant 45.6 per cent increase compared to the same period in 2023,” according to a ministry report.
This surge highlights the recovery and growing appeal of Cambodia as a prime destination for Chinese travellers.
Chinese tourists accounted for 12.4 per cent of the total 3.74 million international visitors during the period, making China the third-largest source of visitors to Cambodia, after Thailand and Vietnam.
The importance of addressing negative information
A key point raised by Hak was the need to combat the spread of false or negative information about Cambodia in the Chinese community.
Visitors capture the sunrise aligning with the central tower of Angkor Wat during the equinox in September 2023. Hong Raksmey
Recent years have seen the country’s tourism sector struggle with negative press, much of it related to online scams, human trafficking and other criminal activities often linked to Chinese nationals operating in Cambodia.
The release of the Chinese film No More Bets, which portrays human trafficking and forced labour in Southeast Asia, has further fuelled fears among potential Chinese tourists about traveling to Cambodia.
This has had a marked effect on Chinese arrivals, which dropped drastically after the pandemic, and the government has made it a priority to address these concerns.
The minister emphasised the importance of promoting accurate and positive information about Cambodia, focusing on the country’s cultural heritage, natural beauty and safety for international travellers.
Enhancing tourist experience through technology
In addition to tackling misinformation, the meeting also covered new initiatives aimed at enhancing the tourism experience for Chinese visitors.
The Cambodian delegation expressed its support for China’s proposal to expand the Smart Tourism Platform, an innovative digital framework designed to facilitate seamless travel across ASEAN countries, including Cambodia.
The platform is set to revolutionise how tourists, particularly from China, experience travel in the region.
By integrating digital tools, the platform will allow visitors to access real-time information about destinations, accommodations, transportation and cultural experiences.
Key features of the system include personalised travel recommendations, booking services and cross-border integration that will make it easier for tourists to plan multi-country trips within ASEAN.
Chinese tourists are welcomed at Phnom Penh International Airport (PNH) in February 2023. Post Staff
The impact of negative and fake news on Cambodian tourism
Cambodia’s tourism sector has been especially affected by the spread of negative and fake news.
The spread of stories related to human trafficking, online scams and other criminal activities has tarnished the country’s reputation, especially among Chinese.
Sihanoukville, once a popular destination, has become notorious for its associations with illegal gambling and money laundering, activities often linked to Chinese criminal syndicates.
These issues have been further exacerbated by the dissemination of fake news, with fabricated stories about crime and safety spreading on social media.
Notable examples include the widely circulated but false claims of Chinese nationals being trafficked and drained of their blood, which caused widespread fear among potential visitors.
Cambodian authorities have taken steps to combat such false narratives, but the damage to the country’s reputation has already been considerable.
As Hak noted during the meeting, combating misinformation and restoring Cambodia’s image as a safe and welcoming destination is critical to the recovery of its tourism sector.
Events like the Cambodia-China Gastronomy Week, scheduled for October 26-27 in Siem Reap province, are part of the government’s strategy to rebuild trust and attract more Chinese to the country.
"The minister also asked Liu Hao, director of Guangxi Sunrise International Travel Service Co Ltd, to collaborate in organising the [event]," according to the ministry.
