CATA and SRAM & MRAM Sign Historic Agreement to Perform Prayers at Kulan Mountain

Date :- March 23, 2019

In an economic environment grappling with declining margins and slower-than-expected growth, one industry continues to thrive: tourism. Despite the global slowdown, the tourism sector has been witnessing a steady rise in traction over the past 18 months.

SRAM Holidays, the travel division of SRAM & MRAM Group, has announced its collaboration with CATA (Cambodian Association of Travel Agents) to enhance and strengthen Cambodia’s tourism and travel industry.

Speaking at an event, Dr. Sailesh Lachu Hiranandani, Chairman of SRAM & MRAM Group, highlighted that the challenges for the travel and tourism industry in 2019 will be to create tailored customer experiences amid the mass customization of travel operations worldwide, including destinations, advertising, and brands. He explained that this trend would generate an enormous amount of data on customers' preferences, relationships, habits, and locations. He sees this as a great opportunity for big data analysts, like those at SRAM, to use this data to hyper-target customers with specific travel destinations based on their needs, demands, and preferences, along with customized advertising to optimize their experiences. Dr. Hiranandani said, "With this launch, we aim to enter the high-energy travel and tourism industry in ASEAN and offer tailored packages specifically for the Cambodian market."

Chhay Sivlin, President of CATA, praised SRAM & MRAM for their efforts to transform Cambodia’s tourism industry, which she noted contributes significantly to the country's GDP. Sivlin, who has recently been lauded by His Excellency, The King, for her efficient management of CATA, emphasized that tourism numbers have steadily increased over the past three years since she took charge. She expressed optimism that this partnership would help boost those numbers further, providing an opportunity for local talent to grow and showcase their offerings on the global stage.

Sivlin also assured the SRAM & MRAM Group that she would facilitate the necessary permissions for conducting prayers and other forms of worship at the Kulan Mountains in Siem Reap, Cambodia, a religious heritage site with over 1,008 Shiva Lingas, which attracts Hindu tourists. She expressed her enthusiasm that SRAM is willing to organize roadshows to promote Cambodia as a tourist destination, aiming to increase tourism from around the world.

Rahul Shah, Director of Master Tours and partner in the SRAM & MRAM Group's travel division, praised the opportunity to expand their reach into Cambodia, beyond their traditional European and ASEAN markets. As the managing partner of SRAM Holidays in Cambodia, Rahul Shah shared his confidence in the prospects for growth. He expressed his commitment to increasing Cambodia’s tourism contribution to the GDP by 2% in the coming years, with a particular focus on attracting Hindu tourists globally to Cambodia. He aims to raise awareness among the global Hindu diaspora about Angkor Wat and the Kulan Mountains.

Mary Mam, Director of SRAM & MRAM Group, reiterated the company’s commitment to promoting Hindu tourism, highlighting the rich cultural heritage shared by Cambodia and India. Rithy Leksin, Executive Director of SRAM & MRAM and the driving force behind the collaboration with CATA, expressed his excitement about the new developments. He emphasized the need for technology-driven tourism exchange between countries.

Nitin Gupta, technocrat and inventor behind a dry cell-based energy technology revolution, pledged to develop a tourism exchange platform in collaboration with SRAM & MRAM to facilitate tourism operations and support CATA members. SRAM plans to invest significantly in IT, infrastructure, construction, and several other business verticals, with the goal of contributing to the betterment of Cambodia’s people, continuing the group’s efforts over the past decade.