If you think Cambodia is just about Angkor Wat, think again. A new push by the Cambodia Tourism Board (CTB) is aiming to shine a light on the country’s hidden gems, from pristine beaches to lush eco-retreats—and beyond.
Formed as a public-private partnership, the CTB is working closely with both government officials and private businesses to boost inbound tourism and bring fresh energy to Cambodia’s travel scene.
From Ancient Temples to Coastal Paradises
Leading the charge is Ith Vichit, CEO of CTB, who has made it clear: Cambodia’s stunning west coast is ready for its moment in the spotlight. Travelers are being encouraged to venture beyond Siem Reap and explore the coastlines from Koh Kong to Kep, including the beach retreats of Kampot and Sihanoukville.
“Our white sand beaches and crystal-clear waters in Koh Rong are some of the best in Asia,” says Vichit.
That’s not to say that Angkor Wat and Siem Reap are taking a back seat. On the contrary, new experiences and improved services will ensure the ancient wonder remains unforgettable for visitors.
More Than Just Beaches—A Fresh Take on Cambodia
Beyond the coastline, the CTB is promoting eco-tourism hotspots, wellness retreats, food tourism, and even shopping. It’s also positioning Cambodia as a Muslim-friendly destination, broadening its appeal to a more diverse group of travelers.
But challenges remain. While neighboring countries have seen a post-pandemic tourism boom, Cambodia’s recovery has been sluggish. Despite a peak of 6.6 million international visitors in 2019, numbers remain below pre-pandemic levels, dipping by 5.2% between January and July this year compared to the same period in 2019.
Changing Perceptions, Fixing Problems
One major hurdle? Marketing and accessibility—with limited direct flight connections, Cambodia often gets overshadowed by its regional neighbors. The country has also battled negative headlines due to safety concerns linked to online scams, making some travelers think twice.
But the CTB isn’t shying away from these challenges.
“Our role is to highlight these issues to the government and push for solutions,” says Vichit. “Cambodia’s magic isn’t just in its landscapes—it’s in its people. We’re warm, welcoming, and genuinely hospitable.”
With a fresh approach and a focus on authentic travel experiences, Cambodia might just be ready to redefine itself as Southeast Asia’s next must-visit destination.
Would you add Cambodia’s coast to your bucket list? 🌊🏝️