ABOUT US
CORE IDENTITY
The Siem Reap Tourism Alliance (STA) is a private-sector-led, non-profit initiative uniting local tourism providers to promote Siem Reap internationally. The goal is to increase the destination’s international visibility through collaboration, strong partnerships, and modern marketing. With that, STA complements existing destination marketing and promotion efforts.
WHO WE ARE
The Siem Reap Tourism Alliance (STA) is a private-sector-led, non-profit initiative uniting local tourism providers to strengthen Siem Reap’s international visibility.
WHAT WE DO
- Promote Siem Reap internationally in key and emerging markets
- Highlight the diversity of the destination and experiences beyond the Angkor temples
through the people-centric framework of PEOPLE+ - Connect local tourism providers with international travel trade partners
- Organize international marketing campaigns, fam trips with international participants,
and representation at major international travel fairs - Organize networking opportunities for the local tourism sector in Siem Reap
WHAT WE STAND FOR
- Global outreach and international visibility for Siem Reap as tourism destination
- Modern marketing activities, adapted to key target markets and target groups
- Collaboration and strong partnerships between local tourism providers in Siem Reap
- Purpose-driven and project-based collaboration through neutral facilitation
- Collaborative, professional, and transparent governance structures
- Inclusive and responsible tourism development
What STA is NOT
- …NOT for profit
- …NOT a competitor to existing associations, clubs, or federations
- …NOT competing with any activities of government institutions or official bodies
- …NOT engaging into any public opinion formation
- …NOT a political actor
Key aspects
The following key aspects describe STA in more details:
One voice
STA communicates with one unified voice, ensuring consistency, clarity, and shared purpose across all public engagements. All representatives speak from the same set of core messages to reflect the Alliance’s collaborative spirit and collective vision.
Complementarity, not competition
STA complements existing destination marketing and promotion efforts (e.g., from the Ministry of Tourism, Cambodia Tourism Board, provincial authorities, associations, clubs, federations, etc.) by broadening what already exists with modern, cost-effective, and internationally oriented outreach. This collaborative positioning is a core principle of the Alliance and central to its purpose; the complementarity of activities ensures synergies across actors.
Positive, forward-looking approach
STA maintains a positive, future-focused outlook, emphasizing opportunity, collaboration, partnership, and innovation. All communication highlights constructive collaboration, shared progress, and the collective ambition to position Siem Reap as a leading tourism destination internationally.
Approved vocabulary
- “Foster global outreach”
- “Promote destination diversity”
- “Increase international visibility”
- “Private-sector-led, non-profit initiative”
- “Complement existing activities and efforts”
- “Inclusive and responsible tourism development”
- “Connecting and supporting local tourism providers”
>> IN SHORT <<<
Core Identity
STA = Private-sector-led, non-profit, collaborative, and complementary to existing activities. → “We unite tourism providers to promote Siem Reap internationally.”
Key messages
- STA complements existing tourism marketing and promotion—we add to what exists.
- We promote the diversity of the destination, putting the Cambodian people at the core.
- STA unites tourism providers, supports community initiatives, and creates shared value.
- STA is built on collaboration, transparency, and inclusiveness.