Background
Tourism market planning is a governance function that links destination promotion, air connectivity, visitor services, and private-sector participation to target inbound demand. In Cambodia, tourism promotion is coordinated through the Ministry of Tourism together with public institutions, tourism associations, operators, airlines, and private-sector working groups.
Market selection affects how tourism authorities allocate promotional resources, design seasonal campaigns, and coordinate with carriers and operators serving priority visitor segments. Visa facilitation is a tourism governance tool that can reduce entry barriers for selected visitor groups when implemented through an official government policy.
Seasonal tourism campaigns also form part of demand management because they encourage travel during periods when operators may face lower visitor flows. Domestic tourism campaigns can help sustain hotels, restaurants, transport providers, guides, and other tourism businesses by supporting local travel demand.
Key Developments
On 4 May 2026, Minister of Tourism Huot Hak and Oknha Lu Meng, Co-Chair of the Tourism Working Group, presided over a seminar on overseas tourism market research and promotion for 2027–2028. The seminar was held under the theme “Assessment and Identification of Priority Tourism Markets for 2027–2028.”
The Ministry of Tourism said the seminar had three stated objectives: to assess regional and global travel trends affecting tourism demand, to discuss competitiveness challenges including air connectivity and pricing, and to identify priority tourism markets for 2027–2028.
Approximately 200 participants attended, including representatives from relevant ministries and institutions, Ministry of Tourism leaders, tourism associations, the executive unit of the Cambodia Tourism Board, tourism operators, airlines, and other private-sector stakeholders.
Institutional Role
The Ministry of Tourism framed the 2027–2028 market assessment as a public-private process involving tourism sector representatives and government institutions. The minister also acknowledged the role of the Cambodia Chamber of Commerce and the private-sector working group coordination mechanism under the Government-Private Sector Forum.
The seminar connected tourism market planning with service quality, destination readiness, and coordination between public institutions and private operators. The Ministry of Tourism stated that restoring and strengthening Cambodia’s tourism industry requires joint action by relevant ministries, institutions, tourism businesses, associations, and airlines.
Operational Implications
The minister referred to the continuation of the “Visit Cambodia in Green Season 2026” campaign, which entered its second year and was officially launched on 2 May 2026 at Chaktomuk Walk Street in Phnom Penh. The campaign is intended to stimulate tourism activity during the Green Season.
The ministry also highlighted the “Solidarity Season” campaign, which encourages domestic tourism under the message of Khmer people supporting Khmer tourism and the Khmer economy. The campaign is aimed at sustaining tourism businesses through local travel activity during the season.
The Royal Government has also introduced a 14-day visa exemption policy for Chinese citizens during a four-month trial period from 15 June to 15 October 2026. The Ministry of Tourism linked the measure to efforts to attract more Chinese tourists during the Green Season, identifying China as a major tourism market for Cambodia.
