Background
The Cambodia Tourism Marketing and Promotion Board (CTB) is a public–private coordination mechanism that develops and aligns marketing and promotion activities to support international tourism to Cambodia. On 28 July 2026 in Phnom Penh, H.E. Huot Hak, Minister of Tourism, chaired the CTB’s 10th board meeting to review first-half 2026 results and set strategic directions for recovery; approximately 30 representatives from ministries, state institutions, private-sector Oknhas and CTB operational units attended.
The meeting assessed specific external and domestic factors that contributed to a decline in international arrivals during the first half of 2026, including the Cambodia–Thailand border situation, the impact of negative information and tech-enabled scam crimes, and higher fuel prices linked to geopolitical tensions in the Middle East. Participants agreed a package of immediate marketing, promotion and operational measures aimed at restoring international traveler confidence and re‑opening priority markets.
Key Developments
The CTB agreed on several targeted measures to accelerate recovery: expand direct-tourism channels and a “Plus One” market strategy via Vietnam and Singapore, strengthen promotion through partnerships with major international media, invite international journalists, travel companies and prominent foreign content creators to visit Cambodia, and promote tourism filmmaking initiatives. The board also identified leveraging a four-month Chinese visa-exemption policy, the upcoming Francophonie Summit, and scheduled international events—including the Legend Tours 2026 World Golf Final, tourism sports events, and international music concerts in the second half of 2026 and early 2027—as opportunities to attract visitors.
Policy Context
The CTB operates under the wider mandate of the Ministry of Tourism to coordinate marketing and promotion activities with public and private stakeholders. The board’s approach combines market diversification, international-media outreach, and event-driven promotion to respond to short-term shocks while maintaining regional competitiveness through coordinated public–private action.
Operational Implications
Public and private actors were urged to increase inter-agency cooperation and unified messaging under the leadership of the Royal Government to strengthen sector resilience and investor confidence. Specific operational steps emphasised by the board include coordinated international media engagement, targeted market reactivation efforts through neighbouring hubs, and organising or hosting international events to generate inbound demand.
Official Source
Ministry of Tourism statement, Phnom Penh, 28 July 2026; source: Ministry of Tourism Facebook post (linked).
