AKP Phnom Penh, May 05, 2026 -- The Ministry of Tourism and private sector have joined forces to strategically evaluate and identify priority international markets for the 2027-2028 period.

H.E. Huot Hak, Minister of Tourism, and Mr. Lu Meng, Co-Chair of the Tourism Working Group, presided over a high-level seminar titled “Assessment and Identification of Priority Tourism Markets for 2027-2028,” held at the Ministry on May 4. 

The seminar was organised with three key objectives: to understand regional and global travel trends that influence tourism demand; to discuss challenges affecting competitiveness, including air connectivity and pricing; and to identify priority tourism markets for 2027-2028.

This important seminar was attended by representatives from relevant ministries and institutions, leaders of the Ministry of Tourism, distinguished representatives from tourism associations, the executive unit of the Cambodia Tourism Board (CTB), tourism operators, airlines, and all relevant private sector stakeholders, totaling approximately 200 participants.

Speaking on his opening remarks, H.E Minister highly appreciated the dedication and strong commitment of Cambodia’s tourism private sector family, which has consistently stood together through both challenges and successes, working closely with all relevant ministries and institutions under the Royal Government to restore and elevate Cambodia’s tourism industry.

He emphasised that this seminar is both timely and significant, as global and regional political and economic conditions continue to shift rapidly toward increasingly challenging circumstances.

Regarding strategic tourism market planning for 2027-2028, H.E. Huot Hak highlighted several urgent measures and practical campaigns that the Royal Government has introduced to stimulate and restore tourism growth throughout all seasons.

One notable initiative is the approval granted by Samdech Moha Borvor Thipadei Hun Manet, Prime Minister of the Kingdom of Cambodia, allowing the Ministry of Tourism to continue implementing the “Visit Cambodia in Green Season 2026” campaign, which is now entering its second year and was officially launched on May 2, 2026 at the Chaktomuk Walk Street in Phnom Penh.

H.E. Minister also highlighted that the Ministry of Tourism is actively continuing the “Solidarity Season” campaign, which promotes the spirit of “Khmer helping Khmer, Khmer supporting the Khmer economy, and Khmer supporting Khmer tourism” through encouraging domestic tourism movement. 

In addition, the Royal Government has introduced a visa exemption policy for Chinese citizens, allowing 14-day visa-free entry during a four-month trial period from June 15 to Oct. 15, 2026, coinciding with the Green Season, in order to attract greater numbers of Chinese tourists—one of Cambodia’s largest tourism markets—to visit the Kingdom.

As Cambodia's tourism sector continues to recover, the industry is entering a strategic phase that not only focuses on increasing the number of tourists, but also focus on identifying the right market sources to promote sustainable growth, increase tourist spending, and enhance the competitiveness of tourism destinations, said Mr. Lu Meng, Co-Chair of the Tourism Working Group.

“In the context of regional competition, all stakeholders need to better understand the changes in travel trends, market preferences, and structural factors that influence the selection of tourist destinations, including: air connectivity, prices, and the positioning of tourism products,” he said. 

This important workshop will serve as a platform to present perspectives for the private sector and the state in the market.

The inputs obtained will contribute to setting Cambodia's tourism targets for 2027-2028 by ensuring a market development approach with clear, competitive, and sustainable goals.

By Chea Vannak