Training & Capacity Building: Cambodia

In 2022, co-founder of Place Generation, Elke Dens was engaged as lead trainer and consultant for "Tourism Marketing and Promotion in the Modern Tourism Context" — a flagship capacity-building program commissioned by the Ministry of Tourism, Cambodia, with support from the Agence Française de Développement (AFD). The program was designed to strengthen post-pandemic recovery efforts by equipping provincial authorities, ministry staff, and private sector associations with practical skills in tourism promotion and marketing.

Drawing on an international knowledge exchange with experts from Australia, Malaysia, the UK, Belgium, and beyond, Elke developed and delivered the course through the Talent LMS virtual platform, complemented by a two-day in-person training in Phnom Penh. The curriculum emphasized sustainable tourism marketing, highlighting the importance of extending visitor stays, promoting multi-destination travel within Cambodia, and shifting reliance away from short cross-border trips or a sole focus on Angkor Wat.

Participants were encouraged to collaborate more closely across provinces, ministries, and the private sector, recognizing their shared goal: to position Cambodia as a destination where travellers stay longer and engage more deeply. They also explored the concept of "Cambodianess" as a brand asset — a theme successfully communicated through MMGY Global's national marketing campaign.

This initiative combined strategic leadership, innovative curriculum design, and blended delivery methods to create meaningful impact at both the national and local levels.

References: Kamrang Khem, PMU, Ministry of Tourism, Cambodia

Additional Experience: Similar projects delivered in the UK, New Zealand, Melbourne, Innsbruck, Limburg, Newcastle, and Indonesia.