PHNOM PENH: Malaysia welcomed 48,028 visitors from Cambodia in the first half of 2026, up 52.3 per cent from the same period last year. Tourism operators from both countries met in Phnom Penh on Tuesday (Sept 29) to develop new travel packages and joint promotions.
Baizuri Baharum, Tourism Malaysia’s director of international promotion for South-East Asia, said the increase from 31,525 Cambodian visitors in the first half of 2025 showed the market’s growing potential.
She cited 51 flights offering 8,854 seats each week between Cambodia and Malaysia as a foundation for further growth.
“Cambodia is a highly promising market in our regional strategy,” she told a Tourism Malaysia B2B and networking session in Phnom Penh.
Baizuri invited members of the Cambodia Tourism Association (CATA) to include Malaysian destinations in upcoming packages.
Tourism Malaysia was ready to support familiarisation programmes, joint marketing and business meetings with Cambodian operators, she said.
CATA president Chhay Sivlin identified healthcare travel as a particular opportunity, saying more Cambodians were seeking medical services in Malaysia.
Travel businesses could develop packages combining treatment and recovery with wellness, leisure and hospitality experiences, she suggested.
Sivlin also called for a stronger effort to attract Malaysians to Cambodia.
“True tourism growth is a two-way street,” she said, urging operators to promote destinations including Angkor, Cambodia’s coastline and its cultural attractions to Malaysian travellers.
Malaysian ambassador Shaharuddin Onn echoed the call for reciprocal travel.
The business session allowed Malaysian tourism providers to learn more about the Cambodian market while giving Cambodian agents a chance to explore new products and packages, he explained.
“We are hopeful that through this B2B session, we can explore new partnerships, new tourism packages [and] joint promotions that will result in increased tourist arrivals between our two countries,” he said.
Shaharuddin noted that a similar event will also be held in Siem Reap, giving Malaysian operators an opportunity to meet tourism businesses in one of Cambodia’s main destinations.
The discussions come as Malaysia promotes its Visit Malaysia 2026–2027 campaign. Baizuri said the country welcomed 21.1 million international visitors in the first half of 2026, up 2.5 per cent from 20.6 million a year earlier.
The campaign highlights Malaysia’s cities, beaches, nature, culture and food, alongside family attractions, Muslim-friendly travel and healthcare services.
Shaharuddin believed that closer cooperation among travel agents, airlines, hotels and other businesses could help turn those offerings into trips that benefit both countries. - The PhnomPenh Post/ANN
