C ambodia's tourism sector was represented in this year's Salon Mondial du

Tourisme, a French tourism fair held in Paris from 22-27 March. Officials from

the Ministry of Tourism, Royal Air Cambodge, Apsara Travel and Allson Hotel

represented the country.

In a strategic move designed to increase the

number of French tourists who visit Cambodia, the Ministry of Tourism opted to

participate in the French fair rather than the larger ITB which was held earlier

this month.

Sok Chenda Sophea, secretary of state, Ministry of Tourism,

cited a number of reasons for the decision.

French number the highest

among tourists visiting Cambodia. Perhaps more importantly, he cited the

importance of bilateral relations with France, reflecting longstanding ties

between the two countries. France co-chaired the ICORC meeting in Paris earlier

this month, and has been a significant partner in the International Technical

Committee for the Preservation and Safeguard of Angkor, Cambodia's most

outstanding tourist destination.

Cambodia joined its neighbors in

exhibiting at the fair. The Ministry of Tourism has launched a marketing

campaign including the production of a French-language magazine, Cambodia: A la

découverte du Royaume caché, posters and brochures to promote Cambodia as a

tourist destination. Following the fair, the Royal Government hosted a Cambodia

Soiré on the evening of 28 March.