Phnom Penh: The Cambodian Minister of Tourism, Sok Soken, welcomed a delegation from the US-ASEAN Business Council (US-ABC) on February 28, led by Jack Myint, Managing Director of US-ABC for Cambodia, Laos, and Myanmar.

A press release from the Ministry of Tourism detailed discussions aimed at bolstering cooperation and partnerships between public and private entities. The goal is to foster investment and develop a competitive tourism sector in Cambodia, with aspirations to elevate the nation as a leading global tourism destination.

Minister Sok Soken outlined the recent launch of the Sub-Decree on the revitalization of the Cambodia Tourism Board as a pivotal move towards enhancing collaborative efforts. This initiative seeks to bridge the gap between public and private sectors in the pursuit of elevating Cambodia's tourism appeal.

Furthermore, the Minister urged private companies affiliated with the US-ABC to deepen their involvement with the Cambodia Tourism Board, aiming to amplify tourism promotion efforts.

Discussions with the US-ABC delegation also touched on Cambodia's strategies to achieve its economic and tourism objectives. This includes diversifying tourism offerings and adopting digital technologies to modernize tourism services. The conversation underscored the importance of aligning with global trends in tourism payments and digital promotion to remain competitive.

Notably, global financial service providers Mastercard and VISA, along with META Facebook, have expressed their readiness to collaborate with the Ministry of Tourism. Their support aims to facilitate the strategic plan "BUILD + 3Ds," aligning with the Royal Government's Pentagonal Strategy to enhance tourism infrastructure, digital integration, and global market outreach.