Cambodia Travel Match (CTM) 2024, held in the picturesque coastal province of Kampot from December 14 to 15, stood out as a landmark event for promoting sustainable Cambodian tourism products. Coinciding with the vibrant Sea Festival, the event aimed to showcase Cambodia’s unique tourism offerings to a global audience, fostering valuable business connections and emphasizing the importance of responsible travel.
Organized by the Ministry of Tourism and the Pacific Asia Travel Association Cambodia Chapter (PATACC), in collaboration with the Cambodia Tourism Federation (CTF), Cambodia Hotel Association (CHA), and Cambodia Restaurant Association (CRA), CTM 2024 demonstrated Cambodia’s commitment to sustainable tourism development. The event emphasized the rich coastal heritage of Cambodia, aligning with global trends in eco-tourism.
Innovative Business Networking
CTM 2024 adopted an innovative ‘Top Table Sales’ model, which facilitated 15-minute pre-scheduled, private meetings between buyers and sellers. This structured format provided an efficient platform for more than 100 Cambodian tourism suppliers, including Destination Management Companies (DMCs), tour operators, and travel agents, to engage with international buyers and key industry leaders from ASEAN, the Pacific, and beyond.
According to Thourn Sinan, Chairman of PATACC, CTM 2024 achieved remarkable success, with approximately 25 percent of participants finalizing deals during the event and another 20 percent actively pursuing follow-up discussions. This underscores the effectiveness of the ‘Top Table Sales’ model in fostering immediate deal-making and long-term partnerships.
Sea Festival: A Celebration of Coastal Heritage
Running concurrently with CTM 2024, the Sea Festival brought Kampot’s vibrant coastal culture to life. Under the theme ‘Celebrating Heritage and Sustainability of Coastal Areas,’ the festival featured live concerts, cultural performances, fireworks, sports competitions, exhibitions, and a food and beverage festival. Prime Minister Hun Manet and First Lady Pich Chanmony presided over the colorful opening ceremony, marking the significance of this annual celebration.
Organized since 2011 on a rotating basis across Cambodia’s four coastal provinces—Preah Sihanouk, Kep, Koh Kong, and Kampot—the Sea Festival has been instrumental in promoting tourism potential and raising awareness about the preservation of marine resources and the beach environment. Kampot, hosting the festival for the third time, highlighted its pristine coastline and commitment to sustainable tourism practices.
Global Participation and Partnerships
CTM 2024 attracted prominent participants, including Nathapong Sangonchit, Governor of Trat Province in Thailand, and representatives from various ministries and institutions. This diverse attendance underscored the event’s significance as a platform for fostering regional and global partnerships.
The event successfully connected Cambodian tourism suppliers with international buyers, media, and sponsors, positioning Cambodia as a leader in sustainable tourism. Through structured B2B matchmaking, CTM facilitated immediate business opportunities and laid the groundwork for impactful, long-term collaborations.
Rising Tourism Trends
As the global tourism industry rebounds, Cambodia has experienced significant growth in visitor numbers. In the first 11 months of 2024, the country welcomed approximately six million international tourists—a 22 percent increase compared to the same period in 2023. Domestic tourism also surged, with 20 million national tourists exploring the country, a rise of nearly 20 percent. The coastal regions, in particular, saw substantial growth, with approximately eight million national tourists and 420,000 foreign visitors.
Cambodia’s membership in the Most Beautiful Bays in the World Club since 2011 further underscores its coastal appeal. With a 450-kilometer-long coastline and diverse marine biodiversity, Cambodia’s coastal provinces offer unparalleled opportunities for eco-tourism and sustainable travel.
A Future of Responsible Tourism
The success of CTM 2024 and the Sea Festival reaffirms Cambodia’s dedication to promoting sustainable tourism. By highlighting the country’s unique coastal heritage and fostering global partnerships, these events have strengthened Cambodia’s position as a premier destination for responsible and impactful travel. As the world increasingly values sustainability in tourism, Cambodia’s efforts to protect its natural and cultural resources are set to attract a growing number of eco-conscious travelers.
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