Diversifying demand

Cambodia attracted 2,161,577 visitors in 2009 and is projecting a 12 per cent increase this year to 2.4 million. In the first seven months, the country recorded 1,423,505 arrivals, a 13.8 per cent year-on-year increase. The top 10 markets were Vietnam (51.3 per cent hike), South Korea (34.4 per cent), China (40.6 per cent), the US (-4.4 per cent), Japan (8.4 per cent), the UK (-4.19 per cent), France (0.8 per cent), Taiwan (32 per cent), Australia (17 per cent), and Thailand (-10.4 per cent).

The unprecedented surge in arrivals from Vietnam is attributed to the December 2008 14-day visa-free agreement signed between the two countries. Aggressive promotions, fam trips and roadshows won more air seats and arrivals from South Korea, China, Taiwan and Japan. Poor economic conditions in the US and the UK are blamed for these markets’ slight dips while the ongoing row over ownership of a temple on the Thai-Cambodian border marred numbers from Thailand.

The Ministry of Tourism (MOT) is maintaining its ‘Cambodia, Kingdom of Wonder’ branding campaign, which was launched in 2008. Last year saw the addition of the tagline, ‘Clean City, Clean Resort and Good Service’. During a reception for a Japanese fam trip in late August, tourism minister Dr Thong Khon reiterated government policy that identified tourism as one of the four main pillars of economic growth in the country. “Cambodia tourism is cultural and natural tourism,” stressed Dr Khon.

In keeping with the nature of its tourism assets, the MOT is continually promoting four key tourism segments – culture, ecotourism, city and beach – to diversify its tourist market. Visitors are being encouraged to combine a visit to the Angkor temples complex in Siem Reap with Cambodian capital Phnom Penh and the southern coastal zone of Kep, Kampot, Sihanoukville and Koh Kong. The north-eastern provinces of Ratanakiri, Krajie and Stung Treng are been promoted as ecotourism regions.

The ministry is also putting the word out in international markets on Preah Vihear Temple, which was declared a UNESCO World Heritage site in July 2008. Key locations throughout the country are seeing the influx of new accommodation establishments. Phnom Penh, which had 6,920 rooms last year, has seen the addition of a 36-room Blue Tongue Café Hotel, 27-room Lebiz Hotel + Library, six-room Le Rit’s (Nyemo) and 19-room The 252 this year. Opening in December is the 210-room Sofitel Phnom Penh Phokeethra.

Eight-key Samar Villas and Spa opens next month in Siem Reap, which had 8,675 rooms last year. The city’s development pipeline includes the 218-room Courtyard by Marriott and 150-room Four Points by Sheraton. Sihanoukville grew its 2009 inventory of 1,619 rooms with the 16-room La Reserve and 36 new rooms at the 88-key Independence Hotel. Under construction are Sokha Hotels and Resorts’ Boko and O’Chheuteal mega-resorts and a Japanese investor’s Emario mixed-use development.

According to MOT data, Sihanoukville International Seaport handled 26 cruise ships and 22,492 passengers last year, a 61.3 per cent increase over 2008. In the first seven months of this year, 17 cruise ships carrying 13,240 tourists made a stop at the seaport. Angkor TK Travel and Tours managing director Chaiyapruk Phumimuang said cruising first came to Cambodia in December 2008, with the arrival in Sihanoukville of MS Nautica. “Since then, the number of ships has risen dramatically.”

Phumimuang, who is also an advisor on cruises to the tourism minister, said Angkor TK had bagged the groundhandling contract for 12 cruises with an average of 2,000 passengers per ship next year, up from nine ships this year and eight in 2009.

Cambodia will host the ASEAN Tourism Forum (ATF) next year from January 15 to 21. With the theme ‘ASEAN – A World of Wonders and Diversity’ ATF 2011 will be held at the new US$4 million Diamond Island Convention and Exhibition Center, in the heart of the Cambodian capital and near the Tonle Sap River. The country is expecting some 1,600 delegates, including more than 400 buyers, to grace the event. Cambodia first hosted ATF in 2003.

Sourced=ttgasia