AKP Siem Reap, August 21, 2026 --

Cambodia is promoting film as an effective tool to market its tourism destinations and attract more domestic and international visitors, said H.E. Huot Hak, Minister of Tourism.

The Ministry organised a seminar on “Promoting Tourism through Film” in Siem Reap on Aug. 20, bringing together experts, government officials, private-sector representatives, and stakeholders from the tourism and film industries to exchange experiences and discuss new opportunities for developing the two sectors.

The seminar highlighted the potential of films to promote Cambodia’s tourism destinations by showcasing the country’s landscapes, culture, history, and local lifestyles, encouraging audiences to visit the actual filming locations.

It also explored the development of new tourism products, including “film tourism packages” that connect historical and cultural sites as well as natural attractions in different Cambodian provinces.

H.E. Huot Hak said film is a highly effective tool for promoting tourism potential, as the presentation of Cambodia’s scenery, culture, history, and people’s daily lives through films can inspire audiences to experience these destinations firsthand.

The Minister also stressed the importance of closer cooperation between the tourism and film sectors to produce high-quality content, preserve national cultural identity, and enhance Cambodia’s reputation internationally.

He noted that tourism is one of the most important pillars of Cambodia’s economy, contributing not only to national income but also to poverty reduction and local livelihoods.

Given increasing competition in Southeast Asia, he said Cambodia cannot rely solely on its existing cultural and historical resources, such as ancient temples, to attract visitors. Modern tourists are increasingly seeking experiences and stories that create emotional connections, rather than simply places to visit.

In this context, film tourism has emerged as a powerful marketing tool capable of turning images seen on television and cinema screens into motivation for people to experience the actual locations.

Cambodia’s own experience demonstrates the influence of film on tourism. The filming of “Lara Croft: Tomb Raider” at Ta Prohm and the Angkor area in the early 2000s significantly raised the international profile of the temple and Angkor as a whole.

H.E. Huot Hak expressed his expectation that increased investment in the film industry and the development of new tourism destinations would contribute to national economic growth, create employment opportunities, and attract more tourists to Cambodia in the future.

Article in Khmer by Khuth Sao
Article in English by C. Nika