Decades of civil strife ended in 1998, and tourism is now one of the few sources of foreign exchange for the impoverished southeast Asian nation.

Even though Cambodia now lures more than two million foreign visitors a year, most stay only briefly to see the ancient World Heritage-listed Angkor Wat temple complex.

"We need time to (change our image)," Ho Vandy, co-chair of Cambodia's tourism working group told AFP.

The government last year launched an international "Kingdom of Wonder" campaign promoting the country's beaches, eco-tourism and culture.

More than 20 islands have been designated for development, Vandy said, while a new airport in seaside Sihanoukville is expected to open later this year.

Other plans include a game park for well-heeled hunters in the remote jungle-covered northern Ratanakiri province and several luxury golf courses around the country.

Is Kashmir paradise on earth?

Nothing illustrates the cost of violence and the value of peace in the Asian region quite as clearly as the contrasting situations in Pakistan's Swat valley and Indian Kashmir.

Tourists are returning to Kashmir, once described by a 17th-century visiting emperor as a "paradise on earth", as militant violence in the Muslim-majority region subsides to its lowest level since 1989.

In 1988 more than 700 000 tourists visited Kashmir, but the number declined sharply as the insurgency intensified. Now the tide appears to be turning again, with more than 380 000 visiting in the first seven months of 2009.

The 'Switzerland of Pakistan'

Not far away, Pakistan's Swat valley was the jewel of the country's tourism crown and known as the "Switzerland of Pakistan" ? until Taliban militants this year pushed into towns and villages in a bid to enforce sharia law.

It is not just Swat that has been hit by insurgents ? more than 2000 people have been killed in Taliban-linked attacks across Pakistan in the last two years, scaring away all but the most intrepid foreign tourists.

Pakistan earned $200-million from 800 000 visitors in 2007. Fewer than 400 000 visitors came in 2008, bringing in just eight billion rupees, and the numbers are expected to be even lower this year.

"Terrorism has really affected us a great deal," Tourism Minister Ataur Rehman told AFP.

"We have started our endeavours to attract tourists from the world over as the situation in Swat and other areas is stable now and will enable us to again make them attractive tourist zones," he said.

But the World Economic Forum's Travel and Tourism Competitiveness Report 2009 put Pakistan at 113 out of 130 countries, and officials say there is a long way to go until Swat is returned to its former glory.

Until then, tourists are likely to turn to the countries that have already put their conflicts behind them, to sample the new temptations on offer.