The newly formed Cambodia Tourism Board (CTB) is stepping up efforts to showcase the country’s diverse attractions beyond the iconic Angkor Wat. The board, a public-private partnership, aims to boost inbound tourism by promoting Cambodia’s west coast, including the beach resorts of Kampot, Kep, and Koh Rong, which boasts some of the best beaches in Asia.

CTB’s CEO, Ith Vichit, emphasized the focus on lesser-known destinations and experiences, from eco-tourism to gastronomy and wellness. With international arrivals still below pre-pandemic levels, the board aims to tap into high-income markets in the Indo-Pacific, Western Europe, and beyond.

Addressing challenges like safety concerns and the lack of direct flights, the CTB plans to work with the government to improve Cambodia’s image and accessibility. Vichit highlighted the warmth and authenticity of Cambodians as key to enhancing the visitor experience.

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