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ITB Asia 2025 Launching the Siem Reap Tourism Alliance
ITB Asia 2025: Launching the Siem Reap Tourism Alliance and More!
Together with 18 other dynamic local DMCs and activity providers from Siem Reap, we headed to Singapore for ITB Asia. This was truly a memorable exhibition because it was the platform we chose to officially introduce the Siem Reap Tourism Alliance (STA)! More on that momentous occasion later.
AI vs. The Human Touch: A Crucial Debate
The massive question dominating the three-day travel fair—and one asked by numerous keynote speakers and panel discussions—was: Will AI take over the role of the travel agent?
It’s a valid question, especially seeing how many exhibitors are already heavily integrating AI into their software, and considering how many of us use tools like ChatGPT or Gemini daily. But will AI actually replace travel agents?
Lily and André listened intently to many of the industry’s leading voices. The resounding conclusion was clear: AI is an incredible tool that we must work with, but it will absolutely not replace the human travel agent.
But we couldn’t agree more! The human factor is irreplaceable and makes every journey personal. The experience isn’t just the trip itself; it’s the personal touch you receive during the planning phase, and the compassionate, human response you get if an unexpected issue arises while traveling.
A Missed Opportunity
We spent three full days exploring every booth, and nearly every major country was represented—from Thailand, Vietnam, and Singapore to far-flung destinations like Kenya, Kazakhstan, and Finland. We saw country-wide promotions as well as specific city campaigns (like Ho Chi Minh, Da Nang, and Hoi An).
The strong participation by Cambodia’s private sector at ITB Asia 2025—made possible through the support of GIZ, the German development agency—ensured the destination had a powerful and effective presence. This incredible enthusiasm from our businesses naturally leads to the question of how best to maximize this national impact going forward.
ITB Asia is widely recognized as one of the continent’s most crucial trade shows, representing a premium stage for global exposure. There is a remarkable opportunity for the Ministry of Tourism and the Cambodia Tourism Board to establish a prominent national presence at these future events. Unfortunately, they were not present at ITB in Singapore this year.
Such a unified platform would significantly amplify the efforts of private companies, offering them the ultimate central hub to engage international buyers. By coming together in a highly visible national capacity, Cambodia can fully leverage these global stages. And it will drive even greater, more coordinated growth for the entire tourism sector.
The Official Launch of the Siem Reap Tourism Alliance
A few months ago, a handful of local tour operators in Siem Reap—many of whom had been working together through the GIZ ICONE program—decided to join forces. Despite being competitors on paper, years of collaboration led them to officially found the Siem Reap Tourism Alliance (STA).
The goal is monumental: to raise the global profile of both Siem Reap and Cambodia, increasing the country’s visibility to potential international travelers. ITB Asia was the perfect moment to introduce the STA!
Currently, 18 local tourism providers from Siem Reap are leading the charge, guided by Nikolas Hatz. They invited their partners to a fantastic launch party at Hopscotch at Gardens by the Bay. Hobscotch is truly a fantastic spot—a vibrant restaurant, cozy café, and lively bar all rolled into one! It’s perfectly located right on the edge of Gardens by the Bay and super close to the Marina Bay Sands Expo. Around 65 people watched as Nikolas took the floor to introduce the STA to the wider audience. A huge shout-out to Nikolas and the incredible GIZ ICONE team! For the past few years, they have been tirelessly training, mentoring, and empowering a dedicated group of 13 local Cambodian tour operators. They provided not only vital information and support but also world-class coaching. This amazing achievement is the truly inspiring result of a brilliant and dedicated partnership!
Lily (Cambodian Travel Partner) and Mr. Narloss (Southeast Asia Journey) gave brief, inspiring speeches as well. The beer and wine flowed freely, and we enjoyed delicious Cambodian Cashew nuts with Kampot Pepper. It was an incredibly successful and vibrant introduction of the new Alliance! Everyone had an absolute blast, and it turned out to be a fantastic opportunity to connect with and expand our network among some seriously exciting new faces in the travel industry!
Moving forward, we will be actively bringing the STA to the attention of all Cambodian tourism businesses—hotels, restaurants, massage salons, museums, activity providers, workshops, and guides. The message is clear: stop viewing each other as rivals, and start collaborating to elevate Siem Reap and Cambodia together by adding and complementing to existing projects and initiatives!
Here is the list of the first Siem Reap Tourism Alliance founding members:
1. Nalorss – Southeast Asia Journeys
2. Savath – Serva Travel
3. Boret – Journey Cambodia
4. Thom – Travel to Inspire
5. Samnang – Cambodian Travel Immersion
6. Visal – SAK Adventures
7. André – Cambodiajeep.com
8. Lily– Cambodian Travel Partner
The seed is now officially planted; let’s watch it grow! We will soon actively recruit more partners. Our focus is on hotels, agencies, and tour operators. But we also welcome museums and activity providers. Actually, anyone active in tourism in Siem Reap is encouraged and welcome to join.
First, we will further develop our operational plans. However, if you have already a great idea to share with us? Want to be an enthusiastic promoter of Siem Reap? Or you want just join Siem Reap Tourism Alliance? Send us a message to express your interest!
ITB Asia 2025: A Resounding Success!
In short, we can proudly confirm that ITB Asia 2025 in Singapore was incredibly productive for us!
We had the privilege of hearing from numerous thought-provoking speakers and attending key panel discussions. It give us vital insight into the cutting-edge trends shaping the travel industry right now. We forged valuable new connections and came away with a wealth of fresh ideas.
But the absolute highlight was undoubtedly the official launch of the Siem Reap Tourism Alliance (STA)! The launch party was a fantastic success, and this marks a tremendous milestone that bodes exceptionally well for our future. The energy and commitment we felt guarantee great things to come!
