The Cambodian Ministry of Culture and Fine Art and the Cambodian-Chinese Cultural and Tourism Industry Promotion Association (CCCTIPA), signed a memorandum Wednesday on Cambodia's tourism industry promotion and overall service standards improvement while specifying the cooperative goals for the next three years.

The memorandum stated that the association will actively promote Cambodia's cultural activities, by organizing various cultural exhibitions, business forums, and communication activities to attract more capital investments in Cambodia's tourism market, drive diversification and sustainable development, and inject new vitality into the industry.

Representatives said the memorandum will further improve communication between Cambodia and China in the tourism industry, enhance Cambodia's competitiveness in the global market and accelerate its market recovery after the pandemic.

The Cambodian Ministry of Tourism said on Friday that the country had received a total of over 11 million tourists in the first half of this year, including 2.57 million international tourists, with a four times growth compared to the same period last year.

Cambodia is expected to receive around 5 million international tourists this year, representing a 120 percent increase compared to 2022.