The second edition of the Smile of Cambodia campaign is set to unfold later this month in Siem Reap province coinciding with the 20th anniversary of King Norodom Sihamoni.
The Siem Reap Provincial Administration made the announcement on Sunday that the second part of the Smile of Cambodia campaign would unfold on October 29 and 30 at the entrance to the world heritage site Angkor Wat. The inaugural edition of the event was held for the first time in August.
Ministry of Culture and Fine Arts will organise the event to promote the Kingdom’s art and culture to the world at large, in addition to boosting tourism in Siem Reap.
Among the activities planned for the grand occasion are art exhibitions, food stalls and the coming together of local artists.
The campaign will showcase a procession depicting kings from the Khmer Empire, who will perform traditional dances against the backdrop of the Angkor Wat on day one of the second edition.
The second day will stage a host of activities like exhibitions of food and artworks, culture, culinary creations, performances of traditional Khmer art, meetings of artists and Ting Mong competition.
Summing up the significance for the hospitality industry, Jeremie Clement, General Manager, Peninsula Phnom Penh told Khmer Times on Monday, “For hotels, the potential impact extends well beyond the event itself. The increased visibility through social media content created by influencers and content producers will continue to attract tourists over time, creating sustained interest in Siem Reap.”
The steady influx of visitors can lead to more consistent occupancy rates and greater business stability for the hospitality sector, Clement continued. Additionally, by aligning with a national effort to promote culture and heritage, the campaign strengthens Siem Reap’s reputation as a must-visit destination, encouraging repeat visits and building long-term relationships with international travel partners. The Smile of Cambodia lays the groundwork for continuous growth, ensuring that Siem Reap remains at the forefront of Cambodia’s tourism scene for years to come.
“Looking ahead, it’s essential to build Cambodia’s international brand,” said Alexander Scheible, General Manager, The Plantation Urban Resort & Spa in Phnom Penh. Everyone knows Thailand as the ‘Land of Smiles’ and Malaysia as ‘Truly Asia,’ but the ‘Kingdom of Wonder’ hasn’t been strongly marketed to the global audience. The Smile of Cambodia campaign can play a role in such an effort. However, Cambodia should consider expanding its marketing beyond cultural tourism, which it’s already known for, to attract a broader range of travellers.
According to Jean-Benoit Lasselin, Managing Partner, C4 Adventures, “The campaign will boost Cambodia’s tourism sector by promoting its rich cultural heritage, Khmer cuisine, and local traditions through art performances, exhibitions, and influencer-driven social media content.”
“The previous campaign showing ‘Kingdom of Wonder’ never really took off because there was no real momentum and continuation, said Daniel de Gruiter, Managing Director, Lolei Travel Asia.
“I would believe that we all learned from this, and approach this with more dedication to really introduce Cambodia to the world. Given the continuous popularity of Thailand and Vietnam, Cambodia should step in and make a name for itself. I believe we have all proven that Cambodia is a standalone destination, and through a campaign that perception can be broadened,” he added.
(Source: khmertimeskh)