Cambodia Tourism: Toward ASEAN
Integration
By: HE. NEB Samouth
Director General of Tourism
OUTLINE
I.
II.
III.
IV.
V.
• Global and Regional Tourism
• Cambodia Tourism
• Tourism and ASEAN Integration
• Development Strategies
• Perspective on Think Tank
2
I. Global and Regional
Tourism
3
Tourist Arrival
4
Tourist Arrival
5
Why tourism matters?
Outbound Tourist
7
Projection for 2014
8
Projection 2020 & 2030
Tourist Arrival
International tourist arrivals to
increase by 43 millions a year on
average
10
Tourist Arrival
Emerging economy destinations to
surpass advanced economy
destination in 2015
11
Tourist Arrival to ASEAN
100
89
90
79
80
70
60
50
40
42
44
49
53
56
62
65
92
81
66
38
30
20
10
0
12
Tourist Arrival to ASEAN
AMERICA
4%
AFRICA
0%
EUROPE
12%
OCEANIA
4%
OTHER
2%
ASIA (Excl.
ASEAN)
32%
INTRA ASEAN
46%
13
II. Cambodia Tourism
14
Government Policy
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
Economic Contribution
Provide 350,000
jobs
One of the four
main pillars of
economic growth
Contribute 2,900
million dollars to
GDP
Tourism
16
Tourism Map
Siem Reap
Angkor
Northeast
Phnom Penh & Surrounding
Costal Area
17
Cambodia Tourism
Total International Visitors to Cambodia in 2013 = 4.2 M
(increased by 17.5%)
Source: MOT
18
Cambodia Tourism
Source: MOT
19
Cambodia Tourism
Source: MOT
20
Cambodia Tourism
Cambodia is:
- Cultural and natural destination
- Emerging destination
21
Vision
2015
2020
4.5 Millions
7 - 7.5 Millions
22
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
ASEAN Integration
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
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
ASEAN Integration
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
ATPMC
NTPB A
NTPB B
Country A
Country B
ATPRS
Job Seeker
Registration
Job Opportunities
Verification
Matching Matrix
Job Interview
Work
Permit
[CATC]
NTPB
ASEAN Common Competency Standard for Tourism Professionals (ACCSTP)
Six Labour Divisions
Six Labour Divisions
HOTEL SERVICES
TRAVEL SERVICES
Front Office
Housekeeping
Food Production
Food and
Beverage Service
Travel Agencies
Tour Operation
1. Front Office Manager
6. Executive Housekeeper
12. Executive Chef
19. F & B Director
24. General Manager
28. Product Manager
2. Front Office Supervisor
7. Laundry Manager
13. Demi Chef
20. F & B Outlet Manager
25. Assistant General
Manager
29. Sales and Marketing
Manager
3. Receptionist
8. Floor Supervisor
14. Commis Chef
21. Head Waiter
26. Senior Travel
Consultant
30. Credit Manager
4. Telephone Operator
9. Laundry Attendant
15. Chef de Partie
22. Bartender
27. Travel Consultant
31. Ticketing Manager
5. Bell Boy
10. Room Attendant
16. Commis Pastry
23. Waiter
11. Public Area Cleaner
17. Baker
18. Butcher
32. Tour Manager
ASEAN Integration
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
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…
Strategies
Sihanoukville Declaration on
Multilateral Cooperation for
Ecotourism Development
39
Strategies
Bokor Declaration on
Sustainable Development of
Coastal Cities
40
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”
Strategies
7
basic indicators
33
detailed indicators
CLEAN CITY
CONTEST
77
criteria
42
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 Board
Partners:
- Research Centers
- Consultants, Researchers…
Secretariat
Conclusion
Culture and naturebased tourism
A national top priority
sector
Cambodia
Tourism
Developed in a
sustainable and
responsible manner
Green Gold toward
development of Green
Economy
49
THANK YOU
50