Addressing delegates at the High-Level Tourism Forum during ITE HCMC 2026, Cambodian minister of tourism Huot Hak called for a fundamental shift in how the Mekong region evaluates the success of its business events industry.
At the event which was staged at the Saigon Exhibition and Convention Centre (SECC), the minister urged destination leaders to move beyond measuring arrival volumes and focus instead on long-term value creation across local economies.
With the forum anchored on innovation, sustainability, and global connectivity, Huot emphasized that international events must leave a durable footprint.
While technology continues to streamline destination management and event logistics, he noted that digital tools must remain firmly in service of people rather than replacing the human touch at the core of hospitality.
Sustainability and synergy at the core
Sustainability featured as a central pillar of the address, as Huot advocated for a holistic approach that integrates green practices across the entire MICE value chain.
This approach needs to encompass the entire process from venue design and low-emission transport to catering and post-event community engagement.
For Cambodia, this aligns with a broader national strategy focused on quality-oriented, inclusive growth that safeguards cultural heritage and drives local economic development.
Highlighting regional synergy, Huot urged Mekong nations to reimagine their competitive landscape.
Rather than viewing neighbouring countries as rivals, he championed a multi-destination approach where cross-border itineraries combine business gatherings with regional cultural and incentive experiences.
A conference in Ho Chi Minh City, for instance, could seamlessly pair with an incentive tour to Siem Reap or Phnom Penh, creating a more compelling offer for long-haul delegates.
Priority areas moving forward
To realise this vision, the minister outlined five strategic priorities for synergetic MICE in Indochina and beyond.
These are as follows:
- Developing joint MICE initiatives;
- Establishing shared green event standards;
- Deepening digital and data cooperation;
- Upskilling human capital; and
- Strengthening public-private partnerships.
It should also be noted that Huot’s participation at ITE-HCMC marks a pivotal moment for Cambodia as it prepares to host several major global gatherings.
These include the GX Adventure Summit in September 2026 and the 20th Francophonie Summit in Phnom Penh on the 15th and 16th of November.
The minister concluded his address by inviting international stakeholders to view Cambodia not just as a destination of heritage and natural beauty, but as an active, reliable partner in shaping the future of resilient regional tourism.
