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I.• Global and Regional Tourism
II.
• Cambodia Tourism
III.
• Tourism and ASEAN Integration
IV.
• Development Strategies
V.• Perspective on Think Tank
OUTLINE
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Tourist Arrival to ASEAN
20012002
20032004
20052006
20072008
20092010
20112012
20130
10
20
30
40
50
60
70
80
90
100
42 4438
4953 56
62 65 66
79 8189 92
13
Tourist Arrival to ASEAN
INTRA ASEAN46%
ASIA (Excl. ASEAN)
31%
AMERICA4%
AFRICA0% EUROPE
12% OCEANIA4%
OTHER2%
Cambodia tourism is: Culture and nature-based tourism Developed in sustainable and responsible manner A main economic sector Green Gold contributed to the development of Green
Economy
Government Policy
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Economic Contribution
Tourism
One of the four main pillars of
economic growth
Provide 350,000 jobs
Contribute 2,900 million
dollars to GDP
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Cambodia Tourism
Total International Visitors to Cambodia in 2013 =
4.2 M (increased by 17.5%)Source: MOT
Cambodia is:
- Cultural and natural destination
- Emerging destination
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Cambodia : New Destination & New Opportunity
A key strategy: national tourism diversification with a proper
connectivity from cultural tourism site to south-western coastal
zone
Cambodia Tourism
ASEAN Integration
Implementation of ASEAN Tourism
Strategic Plan (ATSP) 2011-2015
• 65 measures (75%) have been
completed within respective
timelines
ASEAN Integration
1. Tourism Product Development:
• 130 ASEAN tourism products identified by
Member States under four following categories:
– Nature-based tourism;
– Cultural and heritage tourism;
– Community-based tourism; and
– Cruise- and river- based tourism.
• Nature-based tourism product: Development of the
ASEAN Ecotourism Strategic Plan
Tourism Product Development:
• Cruise and river-based tourism
• Creation of the “Health and Wellness
Tourism” as a new category to the
existing grouping of ASEAN tourism
products
ASEAN Integration
ASEAN Integration
2. Marketing and Communication:
• The development of Marketing Strategies
• Social media marketing
• Experimental and creative (urban tourism,
ecotourism…) marketing strategies
• Marketing strategies for Indian and
Chinese markets
3. Quality Tourism:
• ASEAN Tourism standard
– Green hotel,
– Homestay,
– Spa and wellness services,
– Public toilet,
– Clean tourist city, and
– Community Based Tourism
• The adoption of the Declaration on Global Code of
Ethics for Tourism.
ASEAN Integration
4. Human Resources Development:
• The implementation of MRA (Mutual
Recognition Arrangement) for
tourism professionals
• The establishment of the Regional
Secretariat
ASEAN Integration
Country A Country B
ATPMC
NTPB BNTPB A
NTPB
ATPRS
Matching Matrix
Verification
Job Opportunities
Job Interview
Work Permit
Job Seeker Registration
[CATC]
ASEAN Integration
ASEAN Common Competency Standard for Tourism Professionals (ACCSTP)
Six Labour Divisions
1. Front Office Manager
2. Front Office Supervisor
3. Receptionist
4. Telephone Operator
5. Bell Boy
HOTEL SERVICES TRAVEL SERVICES
6. Executive Housekeeper
16. Commis Pastry
15. Chef de Partie
14. Commis Chef
13. Demi Chef
12. Executive Chef
11. Public Area Cleaner
10. Room Attendant
9. Laundry Attendant
8. Floor Supervisor
7. Laundry Manager25. Assistant General
Manager
24. General Manager
23. Waiter
20. F & B Outlet Manager
17. Baker
22. Bartender
21. Head Waiter
19. F & B Director
18. Butcher
32. Tour Manager
29. Sales and Marketing Manager
31. Ticketing Manager
30. Credit Manager
28. Product Manager
27. Travel Consultant
26. Senior Travel Consultant
Tour OperationTravel AgenciesFood and
Beverage ServiceFood ProductionHousekeepingFront Office
Six Labour Divisions
5. Travel Facilitation and Connectivity
As a group, the ASEAN member countries are more open
10% of all tourists arriving in ASEAN in 2014-2016 will need a visa
ASEAN Integration
ASEAN International Tourism Receipts
Visa facilitation policies would bring between 6 and 10 million additional tourists by 2016.
The additional tourists would generate US$ 7 billion and US$ 12 billion in receipts
ASEAN Integration
ASEAN Direct Travel & Tourism Employment
The additional receipts would create between 187,000 and 367,000 direct industry jobs by 2016
Total job creation could reach between 330,000 and 654,000 jobs by 2016
ASEAN Integration
Strategies
1. Tourism Product Development:
• Diversification Strategy: Siem Reap –
Phnom Penh – Coastal Area – Ecotourism
Area
• River-based tourism, agri-tourism, urban
tourism…
• Modal tourist village, modal tourist pagoda…
Strategies
2. Tourism Quality:
• Online licensing system
• Strategic plan for tourist guides
• Implement the ASEAN tourist standards
• Eco-label award
• Reinforce competitive movement “Clean
City, Clean Resort, Good Service”
Strategies
3. Marketing and Promotion:
• Promotional campaign “Cambodia: Kingdom of Wonder”
• Capture new emerging market (China, India, Russia, UAE,
and Middle East)
• Modernization: E-tourism and E-marketing
• Tourism events organization to attract international tourists
and to push domestic tourists (Sea, River, Elephant Festivals)
• The Establishment of National Tourism Council for
Marketing and Promotion
Strategies
4. Travel Facilitation and Connectivity:
• Single Visa, Visa on arrival, E-visa, Visa
• Direct Flights, Low Cost Carriers and
Domestic Connection ( PP-SR-SHV)
• Cruise Tourism, Tourist Port, Facilitation of
Visa Procedure
• Facilitate procedure for in-and-out tourist
cars and bus and Creation of tourist stations
Strategies
5. Human Resource Development:
• The establishment of National
Committee for Tourism Professionals
• The establishment of national school for
tourism professional training
• The implementation of MRA in Cambodia
Think Tank Objective
Objectives:
• Study and analyze data to elaborate
tourism strategic papers
• Study new trends of tourism
• Stimulate the implementation of tourism
strategic plan 2012-2020
• …
Think Tank Structure
Think Tank BoardPartners:
- Research Centers- Consultants, Researchers…
Secretariat
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Cambodia
Tourism
Conclusion