Hun Manet Pushes for Digital Transformation of Cambodia's Tourism Sector

Cambodian Prime Minister Hun Manet has called on the country's small-scale tourism operators, artisans and community-based businesses to embrace digital tools, arguing that doing so could generate employment and distribute tourism revenue more equitably across local communities.

In a message issued on September 23, ahead of World Tourism Day on September 27, Manet stressed that micro, small and medium-sized enterprises in the tourism sector — including family-run operations — should be fully included in the industry's digital shift.

"Building digital capacity and improving marketing will open up new business opportunities, boost earnings and generate employment," he said.

The prime minister urged that information on Cambodian travel destinations, cultural heritage sites, cuisine, traditional arts and community tourism offerings be made accessible through digital channels to better connect with both local and international audiences.

Tourism Numbers Paint a Mixed Picture

The call for modernisation arrives against the backdrop of a sharp decline in inbound tourism. During the first seven months of the year, Cambodia received just under two million international visitors — a 46.2 per cent drop compared to the same period in the previous year, according to figures from the Ministry of Tourism.

Domestic tourism, however, told a different story. The ministry reported 23.8 million visits to destinations within Cambodia over the same stretch, representing a 47.6 per cent increase. Officials noted that the domestic tally counts individual visits rather than unique travellers.

AI and Data at the Centre of the Strategy

This year's World Tourism Day carries the theme "Digital Agenda and Artificial Intelligence to Redesign Tourism." Manet observed that digital technology and AI are already reshaping how travellers research destinations, arrange bookings, process payments and share their experiences.

He said tourism authorities could leverage the same technologies to track market trends, manage visitor volumes and make more evidence-based decisions. Realising that potential, he added, would require investment in digital literacy, improved services and stronger connectivity infrastructure.

Risks and Safeguards

Manet cautioned that the digital transition also presents dangers, including:

• Unequal access to technology across different communities
• Cybersecurity threats
• Risks to personal data and privacy
• The spread of misinformation

He called for any deployment of digital tools and AI in the tourism sector to be safe, transparent, accountable and centred on people's needs.

Culture Remains the Draw

While encouraging operators to adopt new technologies, the prime minister emphasised that Cambodia's cultural identity remains the cornerstone of its tourism appeal. The warmth of its hospitality, its living traditions, rich heritage and natural landscapes are qualities that technology can amplify but never substitute, he said.

The government plans to continue investing in digital infrastructure, workforce training, destination development and service standards as it works to draw more visitors from home and abroad.