The Government has formally approved the composition of the Cambodia Tourism Marketing and Promotion Board with the aim to promote the tourism sector in the international markets. According to a press release of the Ministry of Tourism on June 28, 2024, the Board has been formed by a decision dated 27 June 2024 signed by the Prime Minister of the Kingdom of Cambodia, The Board, which is a public-private partnership is led by the Minister of Tourism and aims to study and promote Cambodian tourism to international markets. The press release of the Ministry stated that the appointment of the Board components was made after the Royal Government issued a sub-decree on "Adjustment of the Board of Study, Marketing and Promotion of Tourism in Cambodia" on February 6, 2024 in order to promote cooperation between the public and private sectors in efforts to study and promote Cambodian tourism to international markets based on the principles of common thinking and ownership. The board consists of representatives from eight major public institutions and representatives from the private sector, seven of which play an important role in Cambodia's tourism sector. The diverse composition demonstrates comprehensive thinking and full participation in strengthening partnerships and cooperation between public and private institutions to jointly increase attractiveness and competitiveness of Cambodia and set out a package solution to all the challenges in the tourism sector with clear goals to develop Cambodia's tourism sector.

According to the Ministry of Tourism, The Cambodian Tourism Marketing and Promotion Board will act as a favorable and open institutional mechanism, allowing the private sector to fully participate with the Royal Government based on the principle of "think together, work together, take responsibility". The principles are related to finance, techniques and ideas to promote the development of Cambodia's tourism sector in line with global and emerging tourism trends that require high flexibility to ensure the sustainability and resilience of the sector.

The Ministry of Tourism pointed that the launch of the Cambodia Tourism Marketing and Promotion Board will contribute significantly to the implementation of the Ministry of Tourism's "Increase 5 Development 3" strategic initiative as well as to achieve the vision of the first phase of the Pentagonal strategy of the Royal Government for tourism aims to turn Cambodia into a leading and vibrant tourism destination.

By Ms Sothea