Cambodia’s Ministry of Tourism has launched its “Outstanding Tourist Business” campaign. The initiative aims to improve service quality, safety, technology and environmental issues, as well as facilitate bookings, in a drive to support the Visit Cambodia 2023 campaign. “The IBEST concept aimed to improve service quality, the environment, safety, technology and facilitate bookings,” said ministry secretary of state Song Tonghap. However, Thourn Sinan, chairman of the Pacific Asia Travel Association Cambodia Chapter, argued that more needs to be done to encourage foreign businesses to invest in the country.