When most travelers think of Siem Reap, the majestic towers of Angkor Wat instantly come to mind. It’s an iconic icon that has captured hearts for generations, but as anyone who lives, works, or travels here knows, Siem Reap’s magic goes far deeper than its ancient stones.
On September 29, 2026, the local tourism community gathered at the Commune at Rose Apple Square for the Cambodia Branding Forum (CBF) 2026, organized by Millennium Destinations in partnership with the Siem Reap Tourism Alliance (STA). The theme? Reimagining Siem Reap through Active & Adventure Tourism.
Our team at CWE TRAVEL was thrilled to be right at the heart of this inspiring gathering, engaging in discussions that will help shape the future of how visitors experience our beloved province.
A Fresh Vision for Siem Reap
Siem Reap is undergoing an exciting evolution. Beyond the main temple circuit lies a rich landscape of winding rivers, lush wetlands, cycling trails, vibrant rural villages, and local creative hubs. CBF 2026 was designed to address a critical question: How can we connect these hidden gems to create meaningful, active, and sustainable journeys for travelers?
The goal of the forum wasn’t just to boost visitor numbers, but to enrich the quality of time guests spend here—encouraging travelers to stay longer, connect deeper, and ensure that tourism directly supports local communities, entrepreneurs, and conservation efforts.
CWE TRAVEL on the Main Stage
One of the standout moments of the morning was the Plenary Panel: “Reimagining Siem Reap: How Do We Become Irresistible in a Changing Tourism World?”
We were immensely proud to have Ms. Hong Ho, Founder & Managing Director of CWE TRAVEL, join a distinguished panel of local visionaries, business leaders, and community advocates. Alongside fellow panelists from organizations like Adventures Cambodia, Lolei Travel, Artisans Angkor, and the Ladies Tuk Tuk Association, the conversation touched on critical topics shaping modern travel:
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Adapting to changing global travel trends and technology
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Elevating service quality while keeping authenticity front and center
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Building resilience across local supply chains
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Creating experiences that turn first-time visitors into lifelong ambassadors for Cambodia
For CWE TRAVEL, participating in this conversation reinforced our core commitment: crafting authentic, immersive itineraries that honor local culture while giving travelers fresh reasons to explore off the beaten path.
Co-Creating the Future: Workshops & Actionable Ideas
Following the main panel and a lively networking coffee break, participants split into three hands-on co-creation workshops focused on three essential pillars:
1. PRODUCT: Making Siem Reap an Active Destination
This track explored market-ready adventure routes, soft-adventure trails, and rural experiences. Presenters highlighted the psychology behind booking adventures and how outdoor activities can leave visitors with transformative memories rather than just photos.
2. PEOPLE: Empowering Local Talent
Focused on youth, women, and local artisans, this session tackled ways to turn local skills and storytelling into sustainable economic opportunities. From local craft sovereignty to community stewardship, the message was clear: Siem Reap’s greatest asset is its people.
3. PLACE: Placemaking & Public Spaces
In this track, urban advisors, creative leaders, and environmental advocates discussed how public spaces, neighborhood culture, and local performing arts (such as Phare, The Cambodian Circus) shape unique destination identities that residents love and visitors cherish.
The forum concluded with a pitch session where each group presented concrete, priority ideas and immediate next steps to move from inspiration to action.
What This Means for Your Travel Experience
At CWE TRAVEL, attending CBF 2026 wasn’t just about attending a conference—it’s about actively co-creating what comes next.
As tourism evolves toward more active, conscious, and community-centered travel, we are expanding our offerings to bring you closer to the real heartbeat of Cambodia. Whether that means a sunrise cycling tour through rural villages, a curated eco-adventure along local waterways, or immersive cultural encounters led by local experts, we are dedicated to helping you experience Siem Reap like never before.
A huge thank you to Millennium Destinations, the Siem Reap Tourism Alliance, and all the incredible partners and panelists who made CBF 2026 such a resounding success!
Ready to plan your next sustainable adventure in Siem Reap? Connect with the CWE TRAVEL team today to start designing your custom travel itinerary.