MICE-A New Paradigm for Tourism 8th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy

Bali, 28 April to 1 May 2014 CHHUN Nak, Deputy Director HUOT Rithy, Official

Ministry of Tourism, Cambodia

Cambodia In Brief Cambodia lies in the heart of Asia covering 181,035 km2 with a population of about 14 million.

The Capital is Phnom Penh, 2 million It is bordered with Laos and Thailand to the North, with Vietnam to the East and South, with Thailand and the Gulf of Thailand to the Southwest. Climate, tropical monsoon with Dry season (Nov. to Mar.) and Rainy season (Apr. to Oct.)

Tourist Arrivals 2012-2013 • In 2013 Cambodia witnessed 4,210,165 international arrivals with an increase of 17.5% compared to 2012 • Vision 2020 8 5 2.2

Million

2.1

2.5

2008

2009

2010

2015

2020

Cambodia Tourism Map

Siem Reap Eco-Tourism Area

Phnom Penh & Its Surroundings

Costal Area

MICE Information Phnom Penh Int’l Airport By Air

Access to Cambodia

Siem Reap Int’l Airport From Vietnam – 9 border checkpoints By Land From Laos – 1 border checkpoint

(16 border checkpoints)

From Thailand – 6 border checkpionts Sihanouk Int’t Seaport By Water Phnom Penh Int’t Port E- Visa and Visa on Arrival

MICE Information Accommodation

Hotel: 479

Guesthouse: 1328

1. MICE Industry in Cambodia - MICE in Cambodia officially emerged in 2012 - It is operated by the local company

“Canadia Bank Co. Ltd.” - It is located in the heart of Phnom Penh City covering an area of 100 hectares

“Diamond Island Convention and Exhibition Center” - The youngest member of the ASEAN Nations has benefits from MICE Tourism sector

MICE Industry in Cambodia - Exhibition Center, the space is available for a capacity of 4000 seats or equal to 350 booths and the rental price is 10000USD/day - Koh Pich City Hall, the space is available for a capacity of 1000 seats and the rental price is 8000USD/day - Exhibition, Conference, Workshop, Wedding Reception, Party and other functions • In 2012, this sector earned the profit approximately of 1.1 Million USD. • In 2013, it gained the profit approximately of 1.2 Million USD with an increase of 12% compared to the same period of 2012.

MICE Industry in Cambodia

 5-8 December 2013, Kampot – 9th World Congress of the Most Beautiful Bays in the World Club – 2nd CLMV Tourism Ministers Meeting – 32nd GMS Tourism Working Group Meeting

 5 December 2013, Siem Reap – 3rd Intergovernmental Conference on Angkor

MICE – Case • Post convention tour – Mountain tour  500 rice fields – Tree planting program: “One Tourist, One Tree” – Boat race – Sea festival

Cambodia to host – PATA Travel Mart 2014 in Phnom Penh, on September 17-19, 2014 – The 5th University Scholars Leadership Symposium in Phnom Penh, on August 1-7, 2014 (about 1000 university students from 48 countries) – World Conference on Tourism and Culture, February 2015

MICE TOURISM IN CAMBODIA  MICE’s bureau is under the Ministry of Tourism - Cambodia  A national MICE strategy – Diversification strategy  The Gov’t has encouraged provision of free tax for the private sectors who wishes to import the construction materials for construction of 5-star Hotel or MICE.

Current Challenges Cambodia, one of the youngest members of ASEAN Nation taking benefits from MICE, has a lot of Tourism potentials both cultural and natural. However, if we are talking about MICE, we feel that it is a new destination and it’s seemly very young for us. That’s why we are facing many obstacles . MICE in Cambodia officially emerged in 2012 and is operated by the local company “Canadia Bank Co. Ltd.” • • • •

Lack of foreign investors Lack of capacity building and HRD Lack of budgets for marketing and promotion campaign Lack of marketing and promotion

2. MICE Destination Marketing Calendar: International Travel Fairs and Events 2014 – (1) Name of Events

Date

Venue

Los Angeles Times Travel Show

17-19 Jan

Los Angeles, USA

Travex, ASEAN Tourism Forum (ATF) 2014

21-23 Jan

Kuching, Malaysia

International Tourism Trade Fair (FITUR) 2014

22-26 Jan

Madrid, Spain

East Mediterranean Int’l Travel & Tourism Exhibition (EMITT)

30 Jan – 02 Feb

Istanbul, Turkey

SATTE 2014

02-04 Feb

Mumbai, India

International Tourism Exchange (BIT) 2014

13-15 Feb

Milan, Italy

Guangzhou International Travel Fair (GITF) 2014

27 Feb – 01 Mar

Guangzhou, China

International Tourism Borse (ITB) 2014

05 – 09 Mar

Berlin, Germany

2. MICE Destination Marketing Calendar: International Travel Fairs and Events 2014 – (2) Name of Events

Date

Venue

MATTA Fair 2014

14 – 16 Mar

KL, Malaysia

International Travel Fair (ITM) 2014

15 – 18 Mar

Moscow, Russia

China Outbound Travel & Tourism Market (COTTM)

09 – 11 April Beijing, China

Vietnam International Travel Mart (VITM)

01 – 03 April Hanoi, Vietnam

Arabian Travel Market 2014

05 – 08 May

Dubai, UAE

World Travel Fair (WTF) 2014

09 – 11 May

Shanghai, China

26th Korea World Travel Fair (KOTFA)

29 May – 01 Jun

Seoul, Korea

Thailand Travel Mart Plus (TTM + Plus)

04 – 06 Jun

Bangkok, Thailand

International Travel Expo, Hong Kong (ITE & MICE)

12 – 15 Jun

Hong Kong, China

2. MICE Destination Marketing Calendar: International Travel Fairs and Events 2014 – (3) Name of Events

Date

Venue

Beijing International Tourism Expo (BITE)

27 – 29 Jun

Beijing, China

The 5th University Scholar Leadership Symposium

01 – 07 Aug

Phnom Penh, Cam

China (Guangdong) International Tourism Industry Expo

29 – 31 Aug

Guangzhou, China

International Travel Expo HCMC (ITE HCMC)

11 – 13 Sept HCMC, Vietnam

PATA Travel Mart (PTM)

17 – 19 Sept Phnom Penh, Cambodia

JATA Travel Showcase

25 – 28 Sept Tokyo, Japan

International French Travel Market (TOP RESA)

23 – 26 Sept Paris, France

Incentive Travel & Conventions, Meetings Asia (IT&CMA) 2014

30 Sept – 02 Bangkok, Thailand Oct

2. MICE Destination Marketing Calendar: International Travel Fairs and Events 2014 – (4) Name of Events

Date

Venue

ITB Asia 2014

29 – 31 Oct

Suntec, Singapore

World Travel Market (WTM)

03 – 06 Nov

London, UK

China International Travel Mart (CITM)

TBC

Shanghai, China

3rd Cambodia Sea Festival

05 – 07 Dec

Cambodia Coast

Total

29

2. MICE Destination Marketing

- Brochure - Website - Facebook

- Tourism Magazine - Media (TV, News)

3. MICE Capacity Building  National Tourism Training Centre  Mutual Recognition Arrangement on Tourism Professional (MRA) provides training to 900 TOT on:  Front office  Food and beverage services  Food production  Travel agents  Tour operations

3. MICE Capacity Building • • • • • • • •

ASEAN Green Hotel Standard ASEAN Green Homestay Standard ASEAN Spa and Wellness Standard ASEAN Public Toilet Standard ASEAN Clean Tourist City Standard ASEAN Community-based Tourism Standard Tourism Park Standard Transportation Standard

Future Plans for MICE in country

Develop National MICE Strategy Promote MICE as a new tourism product Promote and attract more investment from foreign investors

Thank you

CHHUN NAK, DEPUTY DIRECTOR & HUOT RITHI, OFFICIAL MINISTRY OF TOURISM CAMBODIA

EMAIL: [email protected] EMAIL: [email protected]