Southeast Asia Information Port (www.dnyxxg.com) – In response to the decline in international inbound tourist arrivals in the first half of 2026, the Cambodian Ministry of Tourism, in conjunction with the private sector and leveraging the Cambodian Tourism Marketing and Promotion Committee (CTB) platform, has launched a series of targeted measures and market revitalization plans to fully restore industry confidence, attract tourists back, and promote a steady recovery in the tourism industry.
Recently, Minister of Tourism and CTB Chairman, Hua Ha, chaired the committee's tenth plenary meeting to review the achievements of tourism work in the first half of the year and clarify key tasks for market recovery in the second half. Approximately 30 representatives from relevant ministries, affiliated agencies, and the private sector attended the meeting.
The meeting systematically analyzed the current pressure on the tourism industry, identifying multiple unfavorable factors: fluctuating border situations, the spread of negative and false information online, the negative impact of telecommunications fraud, coupled with external shocks such as geopolitical conflicts driving up international oil prices and rising travel costs, all of which have constrained the pace of Cambodia's inbound tourism market recovery.
To effectively address the industry's predicament and stabilize the tourism sector, the meeting finalized a series of robust recovery measures for the second half of the year. On the route and product front, Cambodia will continue to increase the frequency of direct international flights and promote the "Plus One" connecting tour model targeting key potential source markets such as Vietnam and Singapore, enriching its cross-border tourism product system.
On the brand promotion front, the country will deepen cooperation with mainstream international media, regularly inviting foreign journalists, travel agents, and cultural and tourism creators to Cambodia for research and exploration. Simultaneously, it will actively attract film and television location shooting projects to comprehensively and authentically showcase Cambodia's safe, orderly, and uniquely scenic tourism and business environment.
On the market activation front, Cambodia will fully leverage the benefits of its four-month visa-free policy for Chinese citizens, utilizing events such as the Francophonie Summit, the 2026 Legend Tour World Golf Championship Finals, various international sporting events, and a series of large-scale concerts in the second half of the year to attract visitors and fully revitalize the tourism consumption market.
Minister Hua Ha emphasized at the meeting that the tourism industry is currently facing pressure and that the entire industry needs to work together under the overall leadership of the Royal Government to continuously improve its ability to withstand risks and its resilience for independent development. By innovating strategies and flexibly adapting to market changes, Cambodia can consolidate its competitive advantage in the Southeast Asian cultural and tourism sector and continue to empower the country's sustainable economic recovery.
