Cambodia, also known popularly as the Kingdom of Wonder, is regarded by the travel industry as among Southeast Asia’s most popular tourism destinations. With a blend of natural, cultural, and historical wonders, among them the 900-year-old Angkor Wat, a UNESCO World Heritage Site, the country offers well-preserved archeological sites, a vibrant urban scene, and relaxing tropical resorts.
The kingdom continues to attract more travelers from around the world. In 2023, Cambodia saw a 156% increase in tourism arrivals from the previous year, making it one of Asia's top most-visited countries. This growth in the country’s tourism sector is predicted to become a major pillar of Cambodia’s economic growth, The Asian Development Bank projects Cambodia's economy to grow from 5.8% in 2024 to 6.0% in 2025.
Behind this success story is Cambodia’s Ministry of Tourism, which has launched promotional campaigns and innovative strategies that target international visitors. Following the successful campaigns in the previous years, the government announced its newest initiative, Visit Siem Reap 2024.
Anchored around the world-famous Angkor Archaeological Park, the campaign will showcase the splendor of its home Siem Reap, and further elevate the ancient site into a must-visit destination on the global tourism map.
“The Visit Siem Reap 2024 campaign, together with our other activities, will help us initiate more tourism activities with priority markets. There will be a lot of cultural activities, and interaction at the government, private, and business sector levels. With the coordination of the Ministry of Tourism, all the engagement activities will be on the horizon,” said Tourism Minister Sok Soken during the launch held at Angkor Wat.
Echoing his sentiment, Prime Minister Hun Maten pledged his support for the campaign, which envisions annual events in Siem Reap province and the transformation of the local Phnom Kulen National Park into “an attractive destination for cultural, natural, adventure and religious tourism.”
Thourn Sinan, chairman of the Pacific Asia Travel Association Cambodia Chapter, also outlined a strategic roadmap for the success of the Visit Siem Reap 2024 campaign, which includes developing an evocative brand identity that highlights the unique cultural experiences of Siem Reap, launching a multilingual website and social media channels, partnering with influencers in key markets, and distributing promotional materials globally through airline partnerships and travel agencies.
“By comprehensively implementing these strategies across marketing, experiences, and sustainability, Siem Reap aims to become Southeast Asia’s most vibrant cultural destination, protecting heritage and inspiring visitors through authentic encounters with Khmer civilization,” he said.
