By: HE. NEB Samouth

Director General of Tourism

Cambodia Tourism: Toward ASEAN

Integration

2

I.• Global and Regional Tourism

II.

• Cambodia Tourism

III.

• Tourism and ASEAN Integration

IV.

• Development Strategies

V.• Perspective on Think Tank

OUTLINE

I. Global and Regional Tourism

3

4

Tourist Arrival

5

Tourist Arrival

Why tourism matters?

7

Outbound Tourist

8

Projection for 2014

Projection 2020 & 2030

10

International tourist arrivals to increase by 43 millions a year

on average

Tourist Arrival

11

Emerging economy

destinations to surpass

advanced economy destination

in 2015

Tourist Arrival

12

Tourist Arrival to ASEAN

20012002

20032004

20052006

20072008

20092010

20112012

20130

10

20

30

40

50

60

70

80

90

100

42 4438

4953 56

62 65 66

79 8189 92

13

Tourist Arrival to ASEAN

INTRA ASEAN46%

ASIA (Excl. ASEAN)

31%

AMERICA4%

AFRICA0% EUROPE

12% OCEANIA4%

OTHER2%

II. Cambodia Tourism

14

Cambodia tourism is: Culture and nature-based tourism Developed in sustainable and responsible manner A main economic sector Green Gold contributed to the development of Green

Economy

Government Policy

16

Economic Contribution

Tourism

One of the four main pillars of

economic growth

Provide 350,000 jobs

Contribute 2,900 million

dollars to GDP

Tourism Map

Phnom Penh & Surrounding

NortheastSiem ReapAngkor

Costal Area

17

18

Cambodia Tourism

Total International Visitors to Cambodia in 2013 =

4.2 M (increased by 17.5%)Source: MOT

19

Cambodia Tourism

Source: MOT

20

Cambodia Tourism

Source: MOT

Cambodia is:

- Cultural and natural destination

- Emerging destination

21

Cambodia : New Destination & New Opportunity

A key strategy: national tourism diversification with a proper

connectivity from cultural tourism site to south-western coastal

zone

Cambodia Tourism

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4.5 Millions

2015

7 - 7.5

Millions

2020

Vision

III. Tourism and ASEAN

Integration

23

ASEAN Integration

ASEAN Tourism Strategic Plan (ATSP) 2011-2015

ASEAN Integration

Implementation of ASEAN Tourism

Strategic Plan (ATSP) 2011-2015

• 65 measures (75%) have been

completed within respective

timelines

ASEAN Integration

1. Tourism Product Development:

• 130 ASEAN tourism products identified by

Member States under four following categories:

– Nature-based tourism;

– Cultural and heritage tourism;

– Community-based tourism; and

– Cruise- and river- based tourism.

• Nature-based tourism product: Development of the

ASEAN Ecotourism Strategic Plan

Tourism Product Development:

• Cruise and river-based tourism

• Creation of the “Health and Wellness

Tourism” as a new category to the

existing grouping of ASEAN tourism

products

ASEAN Integration

ASEAN Integration

2. Marketing and Communication:

• The development of Marketing Strategies

• Social media marketing

• Experimental and creative (urban tourism,

ecotourism…) marketing strategies

• Marketing strategies for Indian and

Chinese markets

3. Quality Tourism:

• ASEAN Tourism standard

– Green hotel,

– Homestay,

– Spa and wellness services,

– Public toilet,

– Clean tourist city, and

– Community Based Tourism

• The adoption of the Declaration on Global Code of

Ethics for Tourism.

ASEAN Integration

4. Human Resources Development:

• The implementation of MRA (Mutual

Recognition Arrangement) for

tourism professionals

• The establishment of the Regional

Secretariat

ASEAN Integration

Country A Country B

ATPMC

NTPB BNTPB A

NTPB

ATPRS

Matching Matrix

Verification

Job Opportunities

Job Interview

Work Permit

Job Seeker Registration

[CATC]

ASEAN Integration

ASEAN Common Competency Standard for Tourism Professionals (ACCSTP)

Six Labour Divisions

1. Front Office Manager

2. Front Office Supervisor

3. Receptionist

4. Telephone Operator

5. Bell Boy

HOTEL SERVICES TRAVEL SERVICES

6. Executive Housekeeper

16. Commis Pastry

15. Chef de Partie

14. Commis Chef

13. Demi Chef

12. Executive Chef

11. Public Area Cleaner

10. Room Attendant

9. Laundry Attendant

8. Floor Supervisor

7. Laundry Manager25. Assistant General

Manager

24. General Manager

23. Waiter

20. F & B Outlet Manager

17. Baker

22. Bartender

21. Head Waiter

19. F & B Director

18. Butcher

32. Tour Manager

29. Sales and Marketing Manager

31. Ticketing Manager

30. Credit Manager

28. Product Manager

27. Travel Consultant

26. Senior Travel Consultant

Tour OperationTravel AgenciesFood and

Beverage ServiceFood ProductionHousekeepingFront Office

Six Labour Divisions

5. Travel Facilitation and Connectivity

As a group, the ASEAN member countries are more open

10% of all tourists arriving in ASEAN in 2014-2016 will need a visa

ASEAN Integration

Travel Facilitation and Connectivity

UNWTO, 2013

ASEAN Integration

ASEAN International Tourism Receipts

Visa facilitation policies would bring between 6 and 10 million additional tourists by 2016.

The additional tourists would generate US$ 7 billion and US$ 12 billion in receipts

ASEAN Integration

ASEAN Direct Travel & Tourism Employment

The additional receipts would create between 187,000 and 367,000 direct industry jobs by 2016

Total job creation could reach between 330,000 and 654,000 jobs by 2016

ASEAN Integration

IV. Development Strategies

37

Strategies

1. Tourism Product Development:

• Diversification Strategy: Siem Reap –

Phnom Penh – Coastal Area – Ecotourism

Area

• River-based tourism, agri-tourism, urban

tourism…

• Modal tourist village, modal tourist pagoda…

39

Strategies

Sihanoukville Declaration

on Multilateral Cooperation

for Ecotourism

Development

40

Strategies

Bokor Declaration on

Sustainable Development

of Coastal Cities

Strategies

2. Tourism Quality:

• Online licensing system

• Strategic plan for tourist guides

• Implement the ASEAN tourist standards

• Eco-label award

• Reinforce competitive movement “Clean

City, Clean Resort, Good Service”

42

CLEAN CITY CONTEST

Strategies

7 basic indicators

33 detailed indicators

77 criteria

Strategies

3. Marketing and Promotion:

• Promotional campaign “Cambodia: Kingdom of Wonder”

• Capture new emerging market (China, India, Russia, UAE,

and Middle East)

• Modernization: E-tourism and E-marketing

• Tourism events organization to attract international tourists

and to push domestic tourists (Sea, River, Elephant Festivals)

• The Establishment of National Tourism Council for

Marketing and Promotion

Strategies

4. Travel Facilitation and Connectivity:

• Single Visa, Visa on arrival, E-visa, Visa

• Direct Flights, Low Cost Carriers and

Domestic Connection ( PP-SR-SHV)

• Cruise Tourism, Tourist Port, Facilitation of

Visa Procedure

• Facilitate procedure for in-and-out tourist

cars and bus and Creation of tourist stations

Strategies

5. Human Resource Development:

• The establishment of National

Committee for Tourism Professionals

• The establishment of national school for

tourism professional training

• The implementation of MRA in Cambodia

V. Perspectives on Think

Tank

46

Think Tank Objective

Objectives:

• Study and analyze data to elaborate

tourism strategic papers

• Study new trends of tourism

• Stimulate the implementation of tourism

strategic plan 2012-2020

• …

Think Tank Structure

Think Tank BoardPartners:

- Research Centers- Consultants, Researchers…

Secretariat

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Cambodia

Tourism

Conclusion

THANK YOU50