Located just a five-hour drive from Phnom Penh and three hours from Angkor Wat, Battambang offers a plethora of attractions for visitors, including agro-tourism, ecotourism, cultural and historical sites. In 2023 Battambang became the first Cambodian city to join the UNESCO Creative Cities Network, highlighting its cultural wealth and solidifying its status as a creative hub.

Despite its abundance of attractions, Battambang is often overshadowed by other tourist destinations such as Phnom Penh, Siem Reap, and Preah Sihanouk, causing Battambang to only benefit from a small percentage of the country’s growing tourism. Slow tourism has further exacerbated the challenges faced by local artists who have been struggling to connect with potential buyers, collectors, and supporters. The lack of exposure and limited opportunities have made it increasingly difficult for Battambang's artists to showcase their work, gain recognition, and sustain themselves financially.

TUI Colourful Cultures Battambang addresses these challenges by promoting Battambang tourism, empowering local creatives and enhancing the skills of student artists. The project brings arts to the people and plays a role in reviving the lost cultural heritage of Battambang through the organisation of two city-wide urban arts festivals, one in 2025 and one in 2027. It will support local artists' initiatives in the public domain, such as mural paintings, street performances and at least 20 shows such as the social circus, a contemporary dance show, a live band, and other performances. The art festivals will also offer learning experiences through at least 20 workshops, including giant puppet workshops and panel discussions between 300 students and 70 professional artists from the Battambang region. These festivals aim to light up the quiet city, increasing tourism activities and engaging around 30,000 people.

25 student artists from vulnerable backgrounds will gain access to professional training scholarships in performing and visual arts to increase local talent and creativity in the community. Following the training, they are ready to serve the growing tourism in art and culture in the province. New equipment to support the artists’ skill development and provide a platform for student artists to showcase their work upgrades the artist residency space at Phare Ponleu Selpak. The project also strengthens existing partnerships and establishes new partnerships with various art and culture organisations, the tourism sector, and the provincial department of tourism to promote Battambang as a must-visit tourism destination. Collaborating with these stakeholders helps attract visitors and tourists to experience the local culture and artistic offerings. Through these interventions, the project brings positive impact to the local community and economy, while revitalising the city's arts and cultural heritage.