Facing competition from its regional neighbours in the advertising stakes, such as ‘Malaysia Truly Asia;, ‘Incredible India’, ‘Amazing Thailand’, The Cambodian Ministry of Tourism has launched its first ever large scale international advertising campaign, ‘Cambodia, Kingdom of Wonder’. Adverts have started appearing on CNN International highlighting Cambodia’s beaches, natural environment, and historic temples. The advert features Angkor Wat alongside images of ecotourism sites, Apsara dancers, beaches and shadow puppets. The aim is expand Cambodia’s appeal beyond just the Angkor temples, and to show that Cambodia has a lot more to offer.