Yunnan Media Group Commits to Strengthen Cambodia Tourism Promotion Under Bilateral Media Cooperation Pillar

KUNMING, China (Aug. 26, 2025) — Senior executives of Yunnan Media Group pledged full support for Cambodia’s tourism promotion strategy, formally committing to implement the fifth pillar of cooperation — “Cooperation with Media and Content Creators” — during a high-level meeting with Cambodian Minister of Tourism H.E. HUOT Hak at the company’s headquarters.

The meeting, held in Kunming, marked a strategic milestone in advancing the “Cambodia-China Tourism Year 2025” initiative. Minister HUOT Hak praised the group’s media efforts, notably the 2024 co-produced video “Beautiful Cambodia,” which showcased the country’s tourism potential and emphasized safety, cultural richness, and economic vibrancy for Chinese and international visitors.

The minister outlined the Ministry of Tourism’s six-pillar framework, emphasizing the fifth pillar’s role in leveraging national and international media, influencers, and New Media platforms to disseminate timely and accurate tourism information. He stressed that evolving audience behavior and technology trends require dynamic, interdisciplinary engagement.

Yunnan Media Group President Mr. LAI Yong and his senior team expressed strong alignment with the ministry’s vision, agreeing to co-develop impactful content, support capacity-building for Cambodian media professionals, and organize a large-scale tourism promotion event aimed at attracting millions of Chinese tourists from Yunnan and beyond.

The collaboration is expected to play a key role in enhancing bilateral tourism flows and deepening media-sector ties between Cambodia and China, in line with the broader diplomatic consensus reached by both countries’ top leadership.

In the first half of 2025, Cambodia welcomed more than 3.17 million international visitors, marking a robust recovery in the tourism sector. Thailand, Vietnam, and China remained the top source markets, with Chinese arrivals showing steady growth ahead of the Cambodia–China Tourism Year. The Ministry of Tourism projects that total arrivals could surpass 7 million by year-end, driven by regional campaigns, influencer engagement, and expanded flight connectivity.