JOHOR, Malaysia – Cambodia is showing its culture-rich and natural heritage to the regional travel industry at ASEAN Tourism Forum (ATF) in Malaysia, hoping to attract more visitors. 

The ATF 2025 is running from Jan. 15 to 20 in the southern state of Johor. It allows ASEAN countries to promote themselves and strengthen cooperation in tourism.

ATF brings together tourism professionals, industry leaders, and travel stakeholders from across the region, serving as a marketplace for connecting buyers and sellers and showing the diverse offerings of Southeast Asia.

Long Sokha, deputy director-general of Tourism Development and International Cooperation at the Ministry of Tourism, said 15 tour operators, hotels and travel agencies are taking part. 

Tourism Malaysia in Cambodia tourism promotion board invited another 17 agencies. 


This photo shows Cambodia's pavilion at Persada Johor International Convention Centre. Photo: Torn Chanritheara.

Sokha said ATF will bring more tourists to Cambodia and help revitalize the sector which has been hit hard by the COVID-19 pandemic. 

“It creates opportunities for travel agents and promotes Cambodia’s tourism internationally,” Sokha said, adding that the ministry has actively promoted Cambodia’s tourism destinations to other countries.

At Cambodia’s pavilion, artists in APSARA costumes and peacock dancers are enticing foreign participants, offering them a glimpse of Cambodia’s vibrant cultural heritage.  

Sokha said the number of tourists from regional countries has risen significantly and the forum will further promote Cambodia’s image and as a destination.  

One of the main events is ASEAN Travel Exchange (TRAVEX) in which businesses from member countries engage in matching for potential collaborations.

According to the ASEAN Tourism Strategic Plan, the bloc aims to be a quality tourism destination offering a unique and diverse experience.

ATF has more than 500 booths with buyers and sellers looking for partnerships and exploring business opportunities, said Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture at the event opening ceremony.

Tiong King Sing said participation in this event reflects the growing competence of ASEAN’s tourism industry. 

“ASEAN members must support each other for tourism and economic growth, not just promote their own unique destinations but also encourage travel and investment across the region in collaborative ecosystem with benefits for all,” Tiong King Sing said.

Long Leng, business development director at CSL Travel & Tours, said regional visitors stand as one of the top visitors to Cambodia and have big potential, particularly due to low-budget travel.


Officials from Ministry of Tourism and artists from Ministry of Culture pose for photo at Persada Johor International Convention Centreon Jan. 15. Photo: Torn Chanritheara.

Long Leng said that the forum is venue for countries to connect different destinations and business matching among tour operators.

“One country cannot sell their product alone so the regional countries should cooperate to link tourism poles as a package,” he said. In 2024, a total of 6.7 million foreign visitors came to Cambodia. 

Ouk Sam Ath, deputy director of Overseas Marketing & Promotion Department, said that of visitors from ASEAN countries, Thailand ranked first with 1.7 million, followed by Vietnam with 1 million and Lao with 282,377 visitors as of November.

Indonesia came fourth with 139,693, Malaysia fifth with 77,268 and Philippines 56,533. From Singapore, there were 34,775 visitors, Myanmar 29,653, Brunei 456 and Timor-Leste 238.

Cambodia also took steps to facilitate travel, including introducing an online portal for visa application and entry and reducing e-visa fees. 

Sam Ath said during a presentation of Cambodia’s tourism that the ministry is study the possibility of removing the visa fee for some markets.

Ouk Sam Ath, Ouk Sam Ath, deputy director of Overseas Marketing & Promotion Department, is seen presenting Cambodia's tourism sector on Jan 15. Photo: Torn Chanritheara.

People visit Cambodia's pavilion at Persada Johor International Convention Centre in Johor, Malaysia on Jan. 15. Photo: Torn Chanritheara.