Cambodia is preparing a new push to revive and strengthen tourism in Siem Reap and the Angkor area, with a target of attracting about 2 million international visitors and 3 million domestic tourists by 2028. On September 2, 2026, Senior Minister Thong Khon, who is responsible for special missions and chairs the Commission for the Management and Development of Siem Reap Angkor Tourism, led a meeting in Phnom Penh to review the draft “Key Measures for Siem Reap Angkor Tourism Development, Phase 2 (2026 to 2028).”
The meeting brought together senior government officials, including Minister of Information Neth Pheaktra, Minister of Labour and Vocational Training Heng Sour and Minister Delegate to the Prime Minister Chea Bora, along with representatives from the Ministry of Tourism, relevant ministries and institutions, the Siem Reap provincial administration and members of the tourism development commission. The new measures are intended to address current challenges, rebuild confidence in Cambodia as a tourism destination and put Siem Reap on a more resilient and sustainable growth path.
“The new tourism measures aim to rebuild confidence, improve connectivity, diversify Siem Reap’s tourism products and deliver better visitor experiences, with Cambodia targeting approximately 2 million international and 3 million domestic tourists in Siem Reap by 2028.”
A New Tourism Framework for Siem Reap and Angkor
Thong Khon said the draft measures were carefully prepared in line with the direction and vision of Prime Minister Hun Manet, who has placed tourism recovery and development among the government’s priorities and considers Siem Reap a key destination for national tourism development.
The strategy seeks to strengthen Siem Reap’s competitiveness, make the province more attractive to visitors, increase tourism’s added value and improve the livelihoods of local communities. Rather than focusing only on visitor numbers, the approach places greater emphasis on building a stronger tourism ecosystem that connects attractions, businesses, communities, services and surrounding areas. The broader objective is to ensure that tourism growth creates practical benefits for people living and working in Siem Reap.
Four Priorities Will Drive the Tourism Strategy
The draft framework is built around four major strategic directions. The first is global awareness, which focuses on promoting Cambodia internationally, rebuilding trust and confidence, strengthening existing markets and expanding into new ones, particularly India. The strategy also places attention on attracting visitors during the green season, helping Siem Reap reduce its reliance on peak tourism periods.
The second priority is making travel easier, including improving arrangements for trips and advance bookings, providing aviation incentives to attract new direct flights and continuing efforts to remove unnecessary travel barriers. For tourism businesses, better air connectivity and easier travel arrangements could improve access to Siem Reap while creating more opportunities for hotels, restaurants, tour operators, transport providers and other tourism related businesses.
Siem Reap Plans to Offer More Than Angkor
The third strategic direction focuses on creating a richer range of tourism experiences and diversifying products across six priority areas in Siem Reap. These include night tourism, MICE tourism, sports tourism events, agritourism and rural and community based tourism.
The strategy is based on the idea that Angkor remains the main attraction capable of drawing visitors to the province, while surrounding areas and connected provinces can provide complementary experiences. This approach aims to encourage tourists to stay longer, explore more places and spend more across different parts of the local economy. For entrepreneurs and investors, greater product diversification could also create room for new tourism services and experiences beyond traditional sightseeing.
Better Visitor Experiences Are at the Centre of the Plan
The fourth priority focuses on creating memorable experiences for visitors. The draft measures call for improvements in service quality, safety, cleanliness and hospitality, alongside efforts to promote Siem Reap as a clean and green tourism destination.
The strategy also seeks to turn satisfied visitors into informal ambassadors for Cambodia by giving them experiences worth sharing and remembering. This is particularly important in an increasingly competitive tourism market, where visitor recommendations and perceptions can influence future travel decisions. A destination that combines iconic attractions with reliable services, safety and strong hospitality has a better opportunity to encourage repeat visits and positive international word of mouth.
Cambodia Seeks to Rebuild Its International Tourism Image
During the meeting, participants agreed on the need for broader promotion aimed at rebuilding trust and confidence and restoring Cambodia’s reputation as a safe and welcoming tourism destination. The effort comes after the government launched a campaign against online scams, which officials see as an important step toward strengthening public confidence in Cambodia.
The meeting also endorsed continued investment in human capital and professional tourism skills. Improving the capabilities of tourism workers is expected to support better service quality and hospitality, both of which are essential to the long term competitiveness of Siem Reap. The combination of destination promotion, safety, skilled workers and service improvements is intended to strengthen the overall visitor experience rather than relying on marketing alone.
Government Backs the Draft Plan Ahead of Final Approval
Participants gave strong support to the draft Phase 2 tourism measures and praised the work of the secretariat of the Commission for the Management and Development of Siem Reap Angkor Tourism. The secretariat will now revise the document by incorporating additional input from relevant ministries and institutions.
Once the revisions are completed, the document will be submitted to Prime Minister Hun Manet for consideration and final decision in the near future. This process means the current draft is moving toward formal approval, after which the proposed measures would provide the framework for tourism development in Siem Reap from 2026 through 2028.
Siem Reap Sets Its Sights on Five Million Visitors
The government and participating institutions are strongly optimistic that effective implementation of the new measures will help Siem Reap attract approximately 2 million international tourists and 3 million domestic tourists by 2028.
Reaching that ambition will depend on more than the strength of Angkor as Cambodia’s flagship attraction. Air connectivity, international marketing, tourism product development, service quality, safety, community participation and skilled tourism workers will all play important roles. The strategy therefore places responsibility across multiple sectors rather than expecting the tourism industry alone to deliver the target.
The Strategy Builds on a Longer Term Tourism Plan
The Phase 2 measures are not being developed from scratch. They build on the foundations established under the Siem Reap Angkor Tourism Development Key Measures for 2025 and draw on the Siem Reap Provincial Tourism Development Master Plan 2021 to 2035.
This provides the new strategy with a longer term policy foundation while allowing the government to respond to current tourism challenges and changing market conditions. The 2026 to 2028 period is therefore positioned as another important stage in the province’s effort to strengthen its tourism sector and make better use of the economic opportunities created by Angkor and the wider Siem Reap destination.
What the New Plan Could Mean for Tourism Businesses?
The proposed strategy presents opportunities for businesses that can support a more diversified and connected tourism economy in Siem Reap. Growth in night tourism, MICE, sports events, agritourism and community based experiences could create demand for new products, services, accommodation concepts, transportation options and visitor activities.
The focus on direct flights, international markets and improved visitor experiences could also benefit established tourism operators while creating space for new businesses. However, the ultimate impact will depend on implementation and whether the measures translate into easier travel, stronger promotion, higher service standards and compelling reasons for visitors to explore more of Siem Reap. The central takeaway is that the next stage of Siem Reap’s tourism development is being designed not simply to bring more visitors to Angkor, but to build a broader tourism economy around the entire destination.
Siem Reap’s Tourism Recovery Enters a New Phase
The draft “Key Measures for Siem Reap Angkor Tourism Development, Phase 2 (2026 to 2028)” signals a renewed effort to position Siem Reap as a competitive, attractive, safe and sustainable international tourism destination. Its four strategic priorities combine global promotion, easier travel, wider tourism products and stronger visitor experiences.
The ambition is significant, with a target of approximately 5 million combined international and domestic visitors by 2028. Achieving it will require coordinated action from government institutions, tourism businesses, investors, workers and local communities. If the plan is implemented effectively, Siem Reap could strengthen its position as more than the gateway to Angkor, evolving into a diversified tourism destination capable of generating wider and more sustainable economic benefits for Cambodia.