Prime Minister Hun Manet made the call in a congratulatory message marking World Tourism Day 2026, celebrated annually on September 27 under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
AI Is Reshaping the Tourism Experience
According to the Prime Minister, digital technology and AI are transforming the entire tourism experience chain, from searching for travel information and selecting destinations to planning trips, booking, travelling, making payments, receiving services and sharing experiences after a trip.
Technology can also provide tourism businesses and policymakers with data-driven insights to forecast market trends, manage visitor flows and optimise resource allocation.
For Cambodia, this creates opportunities to use technology not only to promote destinations but also to improve how visitors experience the country.
Cambodia Wants Tourism Businesses to Embrace Technology
Hun Manet called on Cambodia's tourism sector to seize opportunities created by digital technology and AI to strengthen competitiveness, expand markets and improve service quality.
The call also extends to micro, small and medium-sized enterprises, family-owned businesses and tourism communities.
Greater participation in digital transformation could help these businesses create new commercial opportunities and increase local income.
At the same time, the Prime Minister stressed that digitalisation should not come at the expense of Cambodia's cultural identity.
He called for “Khmer identity,” culture, traditions and natural resources to remain at the heart of the Cambodian tourism experience.
Digital Transformation Is Already a Government Priority
Cambodia has previously introduced national policies aimed at supporting digital transformation.
These include the Cambodia Digital Economy and Society Policy Framework 2021–2035 and the Digital Government Policy 2022–2035.
The government has positioned digital transformation as a new engine for socio-economic development and a means of improving public-service efficiency.
For tourism, the latest message connects this broader digital agenda with destination development, service quality and domestic and international market expansion.
Tourism Businesses Face a Changing Environment
Hun Manet also pointed to a broader environment of global economic uncertainty, geopolitical tensions, climate change, technological competition and rapid advances in artificial intelligence.
Against this backdrop, he said resilience, agility and timely responsiveness are increasingly important for maintaining sustainable growth and long-term competitiveness.
He described digital transformation as a current reality rather than a future possibility.
The rapid development of AI, big data, automation and smart technology, he said, is creating both opportunities and challenges for countries and economic sectors.
Digital Tourism Must Include Smaller Businesses
One of the important elements of the government's message is its focus on smaller tourism businesses.
Micro and small enterprises, family businesses and community tourism operators often have direct relationships with local destinations and visitors.
Digital tools can potentially give these businesses additional ways to present their products, communicate with customers and reach markets beyond their immediate locations.
For tourism communities, digitalisation could also provide opportunities to promote local attractions, cultural experiences, food and other tourism products to wider audiences.
The supplied report does not provide specific programmes, funding amounts or technology targets for helping these businesses complete the digital transformation process.
Technology and Tourism Infrastructure Must Work Together
The government also intends to continue prioritising:
Digital economy and society
Digital tourism
Human capital
Physical connectivity
Digital infrastructure
Hun Manet said these priorities should be linked with destination development, product diversification, service-quality improvement and market expansion.
The objective is to support growth in both domestic and international tourist arrivals.
Angkor Times Analysis
Cambodia's digital tourism push comes at a time when technology is influencing almost every stage of the travel journey.
For a traveller, the tourism experience can begin online long before arriving in Cambodia. Destination searches, digital content and online services can influence where people go, what they book and how they spend at a destination.
That makes digital visibility increasingly important for tourism businesses.
For smaller Cambodian businesses, the opportunity is particularly significant. A small restaurant, family-run accommodation, local tour operator, artisan or community tourism product can potentially reach customers beyond its immediate location through digital channels.
But digital transformation is not simply about creating a social media account or using AI.
Businesses also need the skills to manage digital information, communicate with customers, maintain service quality and use technology appropriately.
The government's emphasis on preserving Khmer identity is therefore significant. Digital tools can help Cambodia promote its cultural and natural assets, but technology itself is not the tourism product.
The longer-term challenge is to combine digital reach with authentic Cambodian experiences.
If these elements work together, technology can become a distribution and service tool that helps local tourism businesses reach more customers while keeping culture, communities and natural resources at the centre of the tourism experience.
Frequently Asked Questions
What is the theme of World Tourism Day 2026?
The theme is “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
What is Cambodia asking tourism businesses to do?
Prime Minister Hun Manet is calling on tourism businesses to accelerate digital transformation and take advantage of digital technology and AI to strengthen competitiveness, expand markets and improve service quality.
How is AI changing tourism?
According to Hun Manet, digital technology and AI are changing the tourism experience from information searches and destination selection to trip planning, booking, payment, service delivery and post-trip experience sharing.
Which Cambodian businesses are being encouraged to participate?
The call includes micro, small and medium-sized enterprises, family-owned businesses and tourism communities.
What should Cambodia preserve while adopting new technology?
The Prime Minister stressed that Khmer identity, culture, traditions and natural resources should remain at the heart of Cambodia's tourism experience.
What national digital policies support Cambodia's digital transformation?
The report identifies the Cambodia Digital Economy and Society Policy Framework 2021–2035 and the Digital Government Policy 2022–2035 as key government policies supporting digital transformation.
What other areas does the government plan to prioritise?
The government plans to continue focusing on digital tourism, human capital, physical connectivity and digital infrastructure, while linking these priorities with destination development, product diversification, service quality and market expansion.