In two days, Cambodia will host another major international gathering in Siem Reap: the 39th WAGGGS World Conference and the 42nd Annual Meeting of the Olave Baden-Powell Society.
At first glance, the WAGGGS World Conference is about placing girls and young women at the centre of leadership, service and social development. Its theme, “We See. We Care. We Act,” carries a clear message: recognizing the potential of girls and young women is not enough. Societies must also support their growth, build their confidence, and create space for them to lead, serve and contribute meaningfully to their communities.
But for Cambodia, the event also carries wider significance. It is a valuable soft-power opportunity.
By welcoming global leaders, women leaders, policymakers and international delegates to Siem Reap, Cambodia has a chance to present itself as it truly is, not only as it is sometimes described online. Visitors will be able to experience Cambodia’s hospitality, culture, heritage and ability to host a major international event. For a country still too often viewed through old narratives, direct experience can be powerful.
These soft-power assets matter. Cambodia’s cultural and natural sites, traditions, cuisine, heritage and hospitality can help promote the country as an attractive destination for tourists, which is how Cambodia normally promotes tourism. But beyond tourism, direct experience can shape deeper perceptions. When visitors witness and experience Cambodia for themselves, they may leave with a stronger impression of the country as safe, friendly and welcoming. Over time, such perceptions can also help strengthen Cambodia’s image as a promising place for investors and international partners.
The event also strengthens friendship, cultural exchange, solidarity and global sisterhood among Girl Guides, women leaders and delegates from around the world. According to the official Facebook page of the Chief Commissioner of the Girl Guides Association of Cambodia, the programme includes cultural performances and traditional activities, which are expected to showcase Cambodian culture, cuisine and hospitality.
This is why events like this are important. Cambodia should not promote itself only through temples and tourist destinations, but also through ideas, people and international platforms. Hosting scholars, policymakers, researchers, youth leaders and global networks gives them a reason to come, observe and understand Cambodia for themselves.
Their words matter because they help shape perceptions and narratives. A professor may later use Cambodia as a case study in class. A scholar may publish an article based on what they observed. A policymaker may share their experience with colleagues. These are not ordinary impressions; they are perceptions carried by people whose voices can influence wider audiences.
When influential people experience Cambodia directly, they may compare what they see with the existing research, reports and narratives already available online. If their experience is positive and meaningful, they can help carry a stronger, more balanced and more credible story of Cambodia to the world.
For Cambodia, soft power is not only about what we show. It is also about who we welcome, what they experience and what they remember when they leave.