The Cambodian Ministry of Tourism is leading a delegation of private companies to attend the Seoul International Travel Fair, which runs until 7 May, in a bid to further promote the country as a safe, clean and green tourism destination. The fair attracts “500 firms from around the world” as well as Korean travel-related businesses, vendors, and traders, and international media. Around 100 South Korean travel-aligned businesses participated in the Cambodia Tourism Roadshow, which was organised by the Ministry to coincide with the event. The delegation’s trip is part of the Ministry’s goal to facilitate tourism recovery in Cambodia from 2020 to 2025, and a larger campaign to attract sports tourism underpinned by the Kingdom’s hosting of the Southeast Asian Games and ASEAN Para Games, and the 2029 edition of the quadrennial Asian Youth Games. The fair visit also aimed to establish networks among Cambodians living in South Korea through a sport and MICE (meetings, incentives, conferences and exhibitions) initiatives. Cambodia saw a surge in Korean visitors in 2022, with 64,040 arrivals compared to 6,074 in the previous year. The record for Korean visitors to Cambodia was in 2013, with 435,009 arrivals. The first quarter of 2023 saw 52,578 Korean visitors, compared to 4,326 during the same period in the previous year. Historically, the first quarter accounted for around 36.4782% of the total number of Korean visitors, suggesting that by the end of the year there will be a rough estimate of 144,000 arrivals. However, this estimate doesn’t take into account possible gains due to post-Covid recovery, pent-up travel demand, the SEA Games, other major events, or this year’s tourism initiatives.