Cambodia & Tourism : Jef Moons, ‘creating a coastal destination offering an active experience that goes beyond traditional expectations’.

At a former conference attended by over 150 people - both online and in person - on the theme of ‘Secret Cambodia: discovering the jewels of the coast’, with the support of the Cambodia Tourism Federation and a number of partners in the sector, Jef Moons opened the proceedings by stressing the need for Cambodia to move from being a secondary destination to a leading, primary and self-sufficient destination.

Jef Moons, founder and CEO of Knai Bang Chatt by Kep West

At the opening of the conference, which was held at the Sun & Moon Riverside and online, Jef Moons began by stressing the importance of playing the regional card, and that agreement between the ASEAN countries was essential to promote Cambodia as a destination to its full potential.

‘We must act with one voice at regional level to bring tourists back to our country’, he said, pointing out that Cambodia was sparing no effort in this regard:

‘To meet all these challenges, it is good to know that there is now excellent teamwork between the Minister for Tourism, businesses, the private sector, the public sector, hotel organisations and travel experts’

According to the hotelier, these efforts should soon enable the country to become a ‘priority and autonomous tourist destination’. However, he added that it was necessary to be imaginative by creating ‘original reasons for tourists to not only visit the temples, but to stay longer and travel south’.

Tourist not traveller

Let's be honest,’ continued Mr Moons, founder and CEO of Knai Bang Chatt by Kep West, ’tourists are often looking to have a good time, enjoying popular attractions and familiar surroundings. Travellers, on the other hand, open themselves up to the unknown, enjoy unique experiences and cultural immersions, venturing beyond traditional tourist spots’.

According to Moons, a traveller is not content to simply look for places of interest. They seek to discover the soul of the destination.

‘To secure and maintain a leadership position in today's travel market, it is essential to continually create unique experiences that go beyond the ordinary tourist trip,’ he said, adding:

'We need to think about travel patterns that inform, captivate, and redefine excitement, and that also align with the ever-evolving perspectives of our traveler-visitors. We must go beyond the limits of what is considered traditional and planned by others.'

Jef Moons also explained that, in this spirit, it was essential to create a coastal destination that offers an active experience, exceeding the classic expectations of hospitality and going beyond conventional service:

'A journey should be transformative, and we must propose and build new experiences together by showcasing the countless aspects of the Cambodian coast.' These aspects include culture, nature, and preservation, as well as a multitude of activities and excursions.

Conference that brought together more than 250 people - online and in person - with the theme "The Secret Cambodia: Discovering the Coastal Jewels," supported by the Federation of Tourism of Cambodia and several industry partners

Sports, art, lifestyle, and wellness-related events are also part of the travel concepts that Mr. Moons wishes to promote, arguing that an authentic travel experience is much more than a change of direction. 'It is an effort to captivate a new generation of conscious travelers and get closer to them.'

They want unexplored territories and consider spontaneity an essential aspect of their travel philosophy. Ultimately, our goal is to create and become the center of sustainability and an inclusive travel destination for Kep and Kampot, fostering meaningful connections between people and nature, which will have a positive impact on both the community and the environment for future generations," he added before concluding:

'We need to offer a unique blend of two worlds by promoting a holistic travel solution that creates opportunities and allows people to truly travel.'