The Cambodia Tourism Board (CTB) is working to strengthen its appeal to French travelers by shifting focus from the traditional two-night stays in Siem Reap, a city known for its ancient temples. The new strategy highlights Cambodia's diverse attractions, including its coastal regions, natural landscapes, and the capital, Phnom Penh. By emphasizing these areas, the CTB hopes to enhance Cambodia's reputation as a unique and varied tourist destination. The initiative aims to showcase elements such as wild nature, preserved ecosystems around lakes and rivers, beautiful beaches, and the charm of colonial architecture, which are seen as key drivers for growth in the tourism sector. A highlight of the strategy is promoting a cruise on the Mekong River, a popular attraction that allows visitors to experience the country's waterways and cultural sites. Phnom Penh, the capital, has undergone significant development and now offers a mix of historical sites, memorials, traditional culture, modern facilities, and a vibrant nightlife. This momentum will be emphasized starting in November when Cambodia and Phnom Penh prepare to host the Francophone Summit, an international event for French-speaking countries. To increase Cambodia's visibility in France, the CTB is partnering with Singapore Airlines, which operates regular flights from Paris CDG to Phnom Penh. Singapore Airlines provides two flights per day during the summer and three during the winter, with different aircraft and class options available. The country is also working on simplifying immigration procedures, with plans to transition to an ESTA (Electronic System for Travel Authorization) system, similar to the one used by the United States. Édouard Georges, a new special advisor to the CTB, says the government aims to offer a more comprehensive and distinct experience compared to neighboring countries like Vietnam or Thailand. He emphasizes the unique aspects of Cambodia, including its people, history, traditions, culture, and natural beauty. Cambodia's coastal areas are also gaining attention, with one beach ranked as the 9th most beautiful in the world. This has attracted major international hotel chains, supported by national investments aimed at improving the region's appeal for both beachgoers and those seeking quality accommodations.