PHNOM PENH — Private tourism operators from across Southeast Asia are increasingly turning their attention to Cambodia, encouraged by what they describe as the country’s political stability, cultural depth and untapped potential for regional tourism cooperation.

The interest was underscored this week by Huot Hak, Cambodia’s minister of tourism, following a meeting with representatives of 18 private tourism companies from ASEAN member states on the sidelines of the ASEAN Tourism Forum 2026. About 30 participants attended, including leaders from the Cambodia Tourism Association, the Cambodia Tourism Board, and senior officials from the Ministry of Tourism.

According to Mr. Huot Hak, discussions centered on boosting international arrivals and strengthening collaboration between governments and private operators — a model increasingly favored across the region as Southeast Asian countries compete for post-pandemic tourism growth.

Stability as a Selling Point

At the meeting, the minister emphasized Cambodia’s peace, security and macroeconomic stability, describing them as essential foundations for tourism investment. “Cambodia is a safe and welcoming destination,” he said, pointing to the country’s mix of ancient heritage, natural landscapes, cuisine and longstanding traditions.

That message appears to be resonating. In a statement released by the Ministry of Tourism, several ASEAN operators said they were eager to visit Cambodia to explore opportunities for new tour products aimed at international travelers.

Industry analysts note that Cambodia’s pitch aligns with broader regional trends. The World Tourism Organization has repeatedly highlighted safety, infrastructure and public-private coordination as decisive factors in travelers’ destination choices, particularly in emerging markets.

Regional Cooperation Gains Momentum

Tourism executives from neighboring countries said Cambodia’s appeal lies not only in its iconic sites but also in its potential role within multi-country itineraries. “Travelers are increasingly looking for seamless regional experiences,” said a Bangkok-based tour operator attending the forum, who spoke on condition of anonymity. “Cambodia fits naturally into broader ASEAN routes.”

The operators also signaled a willingness to work closely with Cambodian businesses and the Cambodia Tourism Board to position the country more competitively within Southeast Asia — a region that welcomed more than 100 million international visitors annually before the pandemic, according to ASEAN tourism data.

For Cambodian officials, the interest from private operators is seen as a vote of confidence. As Mr. Huot Hak told the gathering, deeper cooperation with ASEAN partners could help transform Cambodia from a primarily cultural stop into a diversified, year-round destination for global travelers. (zai)