PHNOM PENH -- Cambodia and China on Monday signed a memorandum of understanding on tourism strategic cooperation, aiming at attracting more Chinese visitors to Cambodia, both sides said.

The deal was inked between Cambodian Tourism Minister Thong Khon and Wang Weimin, Chairman of the state-owned China International Travel Service Corp (CITS) under the presence of Cambodian Deputy Prime Minister and Cabinet Minister Sok An.

Sok An said under the MoU, Cambodia's Tourism Ministry and CITS would become strategic partners in further enhancing cooperation in tourism between Cambodia and China.

"The MoU is particularly focused on promoting Cambodian tourism industry to Chinese markets and facilitating CITS in establishing its branch in Cambodia," he said after the signing ceremony. "The cooperation will help attract more Chinese tourists and foreign tourists visiting China to come to Cambodia."

Thong Khon said that under the deal, CITS would also invest in duty-free shops in Cambodia's key tourism destinations.

According to the minister, to date, 66 Chinese tour operators and 41 Cambodian tour companies have been providing tour services to tourists between the two countries, and eight Chinese airlines have been operating direct flights between the two nations.

Wang Weimin said the MoU clearly reflected the Cambodian government's confidence in CITS's experience and expertise in tourism industry.

"As part of the MoU, a CITS's duty-free shop will be inaugurated in the cultural city of Siem Reap province on Tuesday, " he said, adding that CITS would operate direct flights between China and Cambodia in the near future.