PHNOM PENH โ Cambodia’s Minister of Tourism, H.E. Huot Hak, presided over the “Malaysia Travel and Shopping Fair 2026” on May 24, an event organised by Tourism Malaysia with support from the Embassy of Malaysia in Phnom Penh, as both nations seek to deepen bilateral tourism ties.
Held at AEON Mall 1 in Phnom Penh, the gathering was attended by H.E. Shaharuddin bin Onn, Ambassador of Malaysia to Cambodia, members of the diplomatic corps, Ministry of Tourism officials, tourism operators, airlines, representatives of the Malaysia Healthcare Council, Malaysian companies, and more than 150 national and international guests.
Quick Facts: Cambodia-Malaysia Tourism Cooperation
| Item | Detail |
|---|---|
| Event | Malaysia Travel and Shopping Fair 2026 |
| Date | May 24, 2026 |
| Location | AEON Mall 1, Phnom Penh |
| Presided by | H.E. Huot Hak, Minister of Tourism |
| Ambassador of Malaysia | H.E. Shaharuddin bin Onn |
| Key promotion | “Visit Cambodia in the Green Season” (MayโOct 2026) with “6 Musts” |
| Diplomatic relations | 69 years |
| Expected outcome | Strengthened cultural exchange and tourism flows |
Tourism as a Pillar of Cambodia’s Economy
Speaking at the event, H.E. Huot Hak highlighted the close and enduring cooperation between Cambodia and Malaysia in the tourism sector. He stressed that tourism development depends on peace, security, political and social stability, as well as international cooperation and air connectivity.
The Minister reiterated that tourism remains a priority sector and a key pillar of Cambodia’s economy under the Pentagonal Strategy โ Phase 1 of the Royal Government.
Promoting “Visit Cambodia in the Green Season”
H.E. Huot Hak also took the opportunity to promote the “Visit Cambodia in the Green Season” campaign, which runs from May to October 2026. The campaign features the “6 Musts” slogan:
- Must See
- Must Stay
- Must Taste
- Must Visit
- Must Try
- Must Buy
The initiative aims to attract international visitors during Cambodia’s rainy season by offering special promotions on accommodation, dining, and tourism services.
A Vibrant Showcase of Malaysian Culture
The fair featured a wide range of cultural and tourism promotion activities, including:
- Malaysian fashion shows
- Cooking demonstrations
- Cultural performances
- Batik painting activities
- Exhibition booths
- Lucky draws
- Travel and medical tourism information
These activities provided Cambodians and international visitors with a taste of Malaysian hospitality and culture while encouraging twoโway tourism flows.
Strengthening 69 Years of Diplomatic Relations
According to the Ministry of Tourism, the event is expected to help strengthen cultural exchange, peopleโtoโpeople ties, and tourism cooperation between Cambodia and Malaysia.
Cambodia and Malaysia have enjoyed diplomatic relations for 69 years, with growing cooperation in various sectors, particularly tourism. Both countries are members of ASEAN and have been working to increase direct flights and joint promotional campaigns to boost visitor numbers.
Analystโs View
Mr. Chhay Sivlin, President of the Cambodia Association of Travel Agents (CATA), said that events like the Malaysia Travel and Shopping Fair are vital for regional tourism recovery.
“Malaysia is an important source market for Cambodia, and vice versa. By promoting each other’s destinations through fairs and cultural exchanges, we build awareness and trust. The ‘Green Season’ campaign also gives Malaysians a reason to visit Cambodia outside the peak tourist months,” she said.
Outlook
Direct flights between Phnom Penh and Kuala Lumpur are currently operated by several airlines, including Malaysia Airlines, AirAsia, and Cambodia Angkor Air. Both governments have expressed interest in expanding air links to secondary cities such as Siem Reap and Sihanoukville to facilitate tourism growth.
The Malaysia Travel and Shopping Fair 2026 is expected to become an annual event, alternating between the two capitals.