SMOOTH ORGANISATION AND DIGITAL EXPERIENCES AT THE OF 40TH ASEAN TOURISM
FORUM (ATF) HELD IN SIHANOUKVILLE, CAMBODIA
20th January 2022, Cambodia – ASEAN Tourism Forum (ATF) 2022, the annual event which involves
all tourism industry sectors of 10 member nations of ASEAN: Brunei Darussalam, Cambodia, Indonesia,
Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Viet Nam was attended by
over 600 excellencies, ministers and tourism leaders of ASEAN Member States, leaders of the World
Tourism Organization and ASEAN Tourism Association, and international guests.
Samdech Akka Moha Sena Padei Techo HUN SEN, Prime Minister of the Kingdom of Cambodia
graced the opening ceremony and presided at the ribbon cutting of ATF 2022, which took place from
16th to 20th January 2022.
Photo: Samdech Akka Moha Sena Padei Techo HUN SEN, Prime Minister of the Kingdom of Cambodia at the Ribbon Cutting Ceremony
Cambodia is poised to recover their tourism sector amidst this long-drawn pandemic.
As one of the first in-person tourism events in Asia, and in line with the current trend of complementing
physical events with a digital experience, National Tourism Organisations (NTOs) who were unable to
have a physical presence at ATF 2022 were provided with the opportunity to present to both local and
international members of the media. In their destination updates, ASEAN shared their plans to revitalise
their tourism sectors through the safe re-opening of their countries, and a myriad of promotional
Mr. Jae Pil Sho, of Travel Press Korea, an international media attendee, remarked: “I was impressed
at the fast-testing procedures of the COVID-19 rapid test upon my arrival at the airport, and I felt very
comfortable and enjoyed the warm hospitality from both the hotel staff the Organisers.”
The Organisers have also provided delegates with a digital platform to organise additional business
appointments with industry colleagues who are not able be physically present at TRAVEX, the annual
ASEAN leisure travel trade fair showcasing the latest Southeast Asia travel experiences.
Ms. Olga Terebova from Prodo, an international buyer from Russia, said: “It’s first time at ATF and it
was an amazing experience! The flight was quite easy from Moscow to Singapore and then to Phnom
Penh. Just 1 hour in the transit zone before the next flight.
So many different exhibitors, so many official delegations, so many activities! I am very grateful to
Ministry Tourism of Cambodia and all the Organisers to have this chance to participate in the event. I
would definitely recommend this event to my colleagues in my country.”
Ms. Santika of PT Bintan Resort Cakrawala, one of ATF’s international sellers thoroughly enjoyed
the event. They said: “Everything was very smooth, by the time we arrived at Phnom Penh airport, we
were welcomed with warm smiles by local ATF representatives who lead us throughout until the ART
test results were out… it was a pleasant journey. Event Organiser MP Singapore has been very helpful
and assisted with all the arrangements. All 5 days here was perfect and went smoothly with their
The Organising committee has been very responsible to ensure the smooth running of the programme.
Kudos to the team with the management of the changes due to the pandemic situation, they still
managed it very well. I found the quality of buyers excellent. They are more than ready with their
packages to promote our destinations once borders are open. The hybrid concept is also a fresh
experience at ATF, and it boosts our exposure more to buyers that can’t physically attend. It is the first
physical event since 2020 and we are glad they did it!”
For more information, please visit www.atf2022cambodia.com.
ATF 2022 is hosted by the Ministry Tourism of Cambodia and organised by MP Singapore.
Photo: TRAVEX Buyer and Seller Meetings in the Exhibition Hall
Photo: ASEAN National Tourism Organisation Media Briefings presented in both Virtual and Physical Formats
Mr. Prak Narann
Ministry of Tourism
The Kingdom of Cambodia
Ms. Melissa Teo
ATF 2022 Event Manager
c/o MP Singapore Pte Ltd
About Ministry of Tourism, Cambodia
The Ministry of Tourism is an official cabinet ministry of the Royal Government of the Kingdom of
Cambodia headed by the Minister of Tourism, H.E. Dr. THONG Khon, organised under the leadership
of the Prime Minister, Samdech Akka Moha Sena Padei Techo HUN SEN.
The Ministry of Tourism of Cambodia has its pivotal role in managing and developing the tourism
industry of the Kingdom of Cambodia. Its functions include the formulation of programmes in compliance
with national policies and to co-ordinate activities of various agencies including the Private Sector for
the development and promotion of tourism in the country. The Ministry of Tourism also functions to
supplement the efforts of the Royal Governments, catalysing private investment, strengthening
promotional and marketing efforts and in providing trained manpower resources.
This Ministry has, under its charge a joint public sector undertaking, namely the Cambodia Tourism
Federation, which harmonises various private sector industry stakeholders to coordinate and jointly
enhance the quality of tourism in the country.
About ASEAN Tourism Forum (ATF)
The ASEAN Tourism Forum (ATF) is a cooperative regional effort to promote the Association of
Southeast Asian Nations (ASEAN) as one tourist destination. This annual event involves all the tourism
industry sectors of the 10 member states of ASEAN: Brunei Darussalam, Cambodia, Indonesia, Lao
PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Viet Nam.
ATF was established in 1981. Each year, the hosting of ATF is rotated among the member countries,
and 2022 marks the 40th anniversary of the event.
About MP Singapore
Trusted since 1987, MPI embodies more than a quarter century of event building, marketing and
management experience in both Eastern and Western cultures, practices, and business philosophies.
We bring world-class talent, industry expertise, and incredible enthusiasm into the design and
management of extraordinary online-to-offline experiences for your organisation. MPI is part of Pico
Group, a global group of agencies specialising in engaging people, creating experiences and activating
brands for businesses, institutions and governments. As part of the Pico group, MPI has unlimited
access to a wide network of industry contacts and resources. Pico Far East Holdings has been listed
on the Hong Kong Stock Exchange since 1992. For more information, visit www.mpinetwork.com.