The Ministry of Tourism in Cambodia has launched its “Outstanding Tourist Business” campaign to encourage support and participation in the Visit Cambodia 2023 initiative in line with the IBEST concept. At a launch ceremony on March 23, the ministry’s secretary of state noted that IBEST aims to improve service quality, safety, technology, environment, and booking facilities, setting a standard for Cambodian tourist businesses as a basis for gauging whether their products and services meet the demands of the tourist market. The chairman of the Pacific Asia Travel Association Cambodia Chapter welcomed the launch, but suggested that more needed to be done to establish Cambodia as an international tourist destination.