Cambodian tourism eyes 'vast potential' in China

Cambodia's tourism industry is to shift its marketing focus to China, a country it believes holds "vast potential".
Cambodian Tourism Minister Thong Khon told media that the country's new 2020 targets were pinned on successful growth from the China region with expectations to build Chinese tourists from 500,000 in 2015 to up to one million over the next eight years, TR Weekly reported.
Currently Cambodia's third largest market after Vietnam and South Korea, Chinese tourists made up 39.2% of all international visitors into the country last year.
Minister Khon said to build the figure the ministry will focus on encouraging more direct flights between the two regions, stating "we will also encourage owners of hotels, restaurants and tourism resorts to use three languages - Khmer, English and Chinese - in billboards, or promotional leaflets or brochures.
"We believe the target is within reach because the country is politically stable and there is plenty of tourism potential. Diplomatic ties between Cambodia and China are excellent, too."
Minister Khon added that his ministry would also continue to look towards airline and agencies to offer competitive prices to Chinese tourists and improve language efficiencies of tour guides and hospitality employees.