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CTB’s diversified composition will strengthen public-private partnerships in promoting Cambodia’s tourism

The Cambodia Tourism Marketing and Promotion Board (CTB) has a new official composition, appointed on 27 June 2024 by Prime Minister Samdech Thipadei Hun Manet.

Encourage cooperation between public and private partnerships

This appointment was made in accordance with the Royal Government's Sub-Decree on the "Revision of the Sub-decree on the Organisation and Functioning of the Cambodia Tourism Marketing and Promotion Board," dated February 6, 2024. The objective is to encourage cooperation between public and private partnerships in promoting Cambodia's tourism to international markets.

The CTB is made up of representatives from eight public institutions, with the Minister of Tourism as Chairman, and seven private sectors that play a significant role in the tourism industry.

The press release says that this diverse composition of 15 institutions reflects a comprehensive approach to strengthening partnerships and cooperation between the public and private sectors, with the goal of jointly promoting Cambodia's attractiveness and competitiveness, finding a holistic solution to challenges in the tourism sector, and achieving specific developmental objectives.

The revision of this mechanism has been conducted in several stages of in-depth discussion and consultation with the private sector and key stakeholders, under the direct leadership of H.E. Sok Soken, Minister of Tourism, and ongoing guidance from Samdech Thipadei Prime Minister, as stated in the press release.

The CTB will serve as a collaborative platform, enabling the private sector to work closely with the Royal Government in accordance with the principle of "think together, act together and take responsibility together."

This will involve funding, technical and conceptual contributions to promote the development of Cambodia's tourism sector. This aligns with the rapidly evolving global and regional tourism trends, requiring high flexibility to ensure the sector's development remains sustainable, inclusive and resilient.

The launch of the CTB represents a significant step forward in the advancement of the tourism sector's strategic initiative, "BUILD + 3Ds." It also aligns with the tourism vision outlined in the Pentagonal Strategy Phase I of the 7th Mandate Royal Government, which is to transform Cambodia into a leading and vibrant tourism destination.

About the CTB

The Cambodia Tourism Board (CTB), established by the Royal Government of Cambodia through the Ministry of Tourism, represents a pioneering effort to manage tourism as an autonomous government agency operating under a public-private partnership (PPP) model. This initiative is structured to include equal representation from both the private tourism sector and relevant government ministries, ensuring balanced decision-making and strategic oversight. The Minister of Tourism chairs the Board of Directors.

Mission

The primary mission of CTB is to transform Cambodia into a core tourism destination, significantly boosting tourist arrivals. This objective aims to enhance the profitability of upstream players such as airports, international hotels, and airlines by increasing flight traffic, occupancy rates, and load factors. Consequently, downstream players are expected to benefit similarly, contributing to a higher overall economic impact. CTB’s vision is to achieve a win-win scenario for all stakeholders, leading to increased job creation in the tourism value chain and elevating the tourism industry's contribution to the GDP beyond the current 12%.

Funding Challenges

Despite a clear strategy and the potential for substantial positive outcomes, CTB's ability to deliver on its mission is contingent on securing adequate funding. As of the latest update, funding remains uncertain. The global downturn has had an impact on government revenues, limiting the immediate availability of public funding.

The Ministry of Tourism is in discussions with the Royal Government with a view to securing direct funding from 2 January 2026. The funding is expected to be sourced from levies on Angkor Wat entrance ticket sales and/or an additional accommodation tax. The CTB's funding is not merely an operational expense but a strategic investment aimed at realizing the full potential of Cambodia's tourism industry. By achieving higher profitability for industry players and contributing to economic growth, the funding will help elevate Cambodia’s standing as a premier tourist destination in Southeast Asia.

Sources: Ministry of Tourism & CRA

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