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For decades, the rainy season has been seen as the weakest period for Cambodia’s tourism industry, marked by fewer international tourists, lower hotel occupancy rates, and slower business activity across major destinations. However, in 2025, the Royal Government began reframing the “rainy season” as the “Green Season” — a tourism campaign designed to promote travel during the traditionally low season from May to October.
The term “Green Season” is not merely a marketing phrase. Cambodia takes on a different image during the rainy months. Provinces such as Siem Reap offer more than heritage sites; they also reveal rich landscapes, nature, greenery, and a quieter atmosphere that many tourists may not usually associate with Cambodia.
During the official launch of the “Visit Cambodia Green Season 2026 Campaign,” Minister of Tourism Huot Hak said the initiative aims to attract both domestic and international tourists during the low season. More importantly, the campaign can serve as a soft power strategy by changing how people imagine Cambodia — not only as the home of Angkor Wat, but also as a destination for nature, culture, and emotional connection.
This promotion should target audiences who seek quieter and more meaningful travel experiences, especially Gen Z and tourists interested in mental healing, slow travel, photography, and nature-based experiences. Cambodia has also gained international recognition, being featured in Wanderlust Magazine’s Travel Green List™ 2026 as one of only two Southeast Asian destinations listed, alongside the Philippines. In addition, Cambodia was ranked the world’s number one country for natural environment in 2026 by U.S. News & World Report.
At this point, Cambodia should not try to compete directly with destinations known for mega entertainment or nightlife. Instead, it should build a distinct tourism image around cultural atmosphere, eco-tourism, slow travel, and emotional connection.
To make this vision possible, multiple institutions must work together, especially the Ministry of Tourism, the Ministry of Environment, and city administrations. These institutions need to be aligned in shaping Cambodia’s travel image and turning the Green Season into a real tourism strength. Such cooperation should carefully balance nightlife activities, such as pubs, concerts, and social events, with relaxing spaces and quiet environments for other types of visitors. For example, authorities should avoid organizing loud social events near hotels and pay closer attention to noise pollution, so Cambodia can serve both entertainment-seeking tourists and those looking for slower, calmer travel experiences.