Tourism: Cambodia Branding Forum-Edition Francophonie, " turning the Kingdom into a top destination "

Sustainability, identity and attractiveness: three watchwords that guided the discussions at the "Cambodia Branding Forum Edition Francophonie" organised by Millennium Destinations on the premises of Connexion Phnom Penh, the day after the Forum d'Affaires France Cambodge.

Catherine Germier-Hamel, Founder and CEO of Millennium Destinations

The event focused on branding and sustainable practices to promote Cambodia as a destination of choice. It brought together government officials and experts, including H.E. Mom Thany, Secretary of State at the Ministry of Environment, H.E. Ok Darariddh, Secretary of State at the Ministry of Tourism, H.E. Mean Essarayoss, Advisor at the Ministry of Tourism, Mr. Ith Vichit, new Director General of the Cambodia Tourism Board, Frédéric Tambon as keynote speaker and panelist, as well as Jacques Guichandut, Thourn Sinan, Vanessa Voukotitch, and Marissa Nouv.

The event also highlighted the importance of branding and sustainable practices to promote Cambodia as a destination in its own right.

Cambodia, towards a sustainable and attractive destination through and through

Organised by Catherine Germier-Hamel, founder and CEO of Millennium Destinations and Nikolas Hatz, tourism development expert and founder of the global tourism network Inner Development Goas (IDG), the Cambodia Branding Forum also had the ambition of initiating a real movement and bringing people together around different themes such as ecotourism, well-being, luxury and gastronomy.

The event featured a series of speeches and discussions in various sectors on the theme of "Fostering the Francophonie: Collaborative Strategies for Presenting Cambodia as a Dynamic and Sustainable Destination within a Dynamic Cultural and Economic Space", a theme that aims to highlight the importance of branding.

Indeed, as Catherine Germier-Hamel pointed out:

"It's about creating a lasting relationship, brand image is not a cosmetic procedure. It's about putting in place a solid strategy to attract tourists, talent and investment in a sustainable way.”

"The Cambodian economy can benefit from more sustainable approaches. Tourism is a key driver of our economic recovery and promoting ecotourism is a growing priority for the government to attract quality tourism, but also, and crucially, to involve the private sector in the sustainable management of tourism resources," said H.E. Mom Thany.

Her Excellency Mom Thany, Secretary of State at the Ministry of the Environment

The issue of sustainability was also addressed by His Excellency Ok Darariddh, Secretary of State at the Ministry of Tourism, who underlined the government's commitment to creating a vibrant, competitive, sustainable and inclusive destination:

"Our vision is to promote the Kingdom by transforming it into a leading tourism destination known for its diversity, opportunities and hospitality."

Finally, Mr Ith Vichit shared his vision for the future of the country's tourism industry, emphasising the need for innovative marketing strategies and sustainable tourism practices to attract visitors and foreign investors.

Ith Vichit, CEO of Cambodia Tourism Board

Collaborative strategies for an "attractive, irresistible and dynamic" Cambodia

Frédéric Tambon, founder and Managing Director of Society and Fred, a consultancy specialising in territorial marketing, stressed the importance of a collaborative approach to promoting Cambodia as a sustainable destination.

Cambodia, "the pearl of South-East Asia" as he put it, must "capitalise on the authenticity and uniqueness of its cultural heritage and art of living to create a defined and sustainable tourism development model".

His Excellency Mean Essarayoss, Advisor to the Ministry of Tourism, then spoke about strategic initiatives to improve Cambodia's visibility within the Francophonie community:

"There is a need to leverage diplomatic relations and international partnerships to promote sustainable tourism and strong cultural exchanges in Cambodia."

Afterwards, discussions continued with Thourn Sinan, President of the Cambodian section of PATA (Pacific Asia Travel Association), who stressed the importance of collaborative efforts to promote a sustainable destination:

"The private sector has a very important role in promoting sustainable tourism and this is notably achievable by aligning efforts with the objectives of the Francophonie community."

He also highlighted the importance of the role played by Cambodian youth, notably through the concept of student entrepreneurship, where these young people help to build projects that benefit their community. These are important initiatives that are contributing to a new kind of tourism for the Kingdom, far removed from the temple tourism that needs to be distanced from.

Frédéric Tambon then focused on Cambodia's natural assets. These ideas were then developed by Vanessa Voukotitch. This wellness and hotel consultant stressed the importance of integrating wellness tourism into Cambodia's image-building efforts. The Kingdom has several wellness centres that attract foreign tourists as well as local communities and expatriates.

Finally, the debates ended with a presentation by Marissa Nouv, a film actress and entrepreneur, who spoke about the role of the entertainment industry in promoting Cambodia. With an audiovisual environment overwhelmed by Korean, Japanese and Thai productions, Cambodia's cultural dynamism in the arts such as music, dance and film now has the means to attract more tourists, including those from the French-speaking world.

The "Cambodia Branding Forum Edition Francophonie" successfully brought together key players from government, the private sector and civil society to discuss and develop strategies to promote Cambodia as a sustainable and attractive destination. The event highlighted the importance of collaborative efforts and branding to achieve this goal.

For more information: https://www.millenniumdestinations.org