Cambodia stands at a critical moment in its tourism journey. International arrivals declined sharply in 2025, yet one market continues to surge.
The country welcomed 5.17 million international tourists during the first eleven months of 2025. This figure reflects a year-on-year drop of 13.8 percent.
Despite world-famous temples and rich cultural heritage, Cambodia now competes in an increasingly crowded regional market.
Neighbouring Markets Lose Interest
Tourists from neighbouring countries declined noticeably. Vietnam and Thailand, once reliable sources, showed strong reductions.
Vietnam remained the largest source market with 1.11 million visitors. However, arrivals fell by 7.3 percent compared to the previous year.
Thailand followed closely with 1.01 million visitors. This number represented a dramatic 47 percent decline.
These drops reveal changing travel preferences across the region.
China Becomes Cambodia’s Bright Spot
While regional arrivals fell, China moved in the opposite direction. Chinese tourist arrivals jumped by 43.5 percent in 2025.
More than 1.1 million Chinese travelers visited Cambodia during the same period. This growth helped soften the overall decline.
China now rivals Vietnam as Cambodia’s top source market. This shift signals a major change in travel patterns.
Rising incomes and outbound travel demand continue to fuel Chinese tourism growth.
Why Chinese Tourists Choose Cambodia
Several factors explain Cambodia’s appeal to Chinese travelers. Proximity plays a key role.
Cambodia offers short travel times and competitive pricing. Visa access and package tours also support demand.
Chinese visitors value cultural landmarks like Angkor Wat. Many also enjoy city attractions and casino tourism.
Affordability remains a strong advantage compared to other regional destinations.
Vietnam Turns Inward on Tourism
Vietnam’s decline reflects broader regional changes. Domestic travel has grown rapidly within Vietnam.
Improved local infrastructure encourages Vietnamese citizens to travel at home. As a result, fewer travelers cross borders.
Vietnam also continues to invest heavily in its own tourism offerings. This reduces outbound demand to nearby countries.
Cambodia now faces tougher competition for Vietnamese travelers.
Thailand Strengthens Its Tourism Grip
Thailand’s sharp decline presents another challenge. The country remains Southeast Asia’s tourism powerhouse.
Thailand offers extensive air connectivity and diverse experiences. Beaches, cities, wellness, and nightlife attract global travelers.
As Thailand strengthens its tourism position, Cambodia struggles to differentiate itself.
Many regional travelers now choose Thailand over neighboring destinations.
Structural Challenges Limit Cambodia’s Growth
Cambodia faces several structural issues within tourism. Air connectivity remains a major concern.
The country lacks extensive long-haul routes from Western markets. Limited direct flights reduce accessibility.
Infrastructure gaps also affect visitor experience. Transport links outside major cities require improvement.
These factors limit Cambodia’s ability to compete globally.
Overreliance on Temple Tourism
Cambodia relies heavily on cultural tourism. Angkor Wat remains the primary attraction.
While iconic, this focus limits repeat visitation. Modern travelers seek varied experiences.
Eco-tourism, adventure travel, and community-based tourism remain underdeveloped.
Diversification now represents a critical priority.
Tourism Remains an Economic Pillar
Tourism plays a vital role in Cambodia’s economy. It supports thousands of jobs nationwide.
The sector stands alongside agriculture, manufacturing, and construction as a core contributor.
Declines in tourism directly affect employment and local businesses.
Sustained recovery remains essential for economic stability.
Government Pushes for Tourism Recovery
The Cambodian government has launched several recovery initiatives. Infrastructure investment leads these efforts.
Authorities plan upgrades to airports and transport networks. Improved access should boost arrivals.
Marketing campaigns increasingly target China and emerging markets.
Officials also seek to restore confidence among regional travelers.
Focus Shifts to Experiential Travel
Cambodia now aims to align with global travel trends. Experiential travel continues to gain popularity.
Visitors want deeper cultural connections and sustainable experiences. Nature-based tourism shows strong potential.
Rural villages, forests, and coastal regions offer untapped opportunities.
Community-led tourism could broaden Cambodia’s appeal.
Strengthening the Chinese Market
China remains central to Cambodia’s short-term recovery. Tourism authorities plan tailored services for Chinese visitors.
Language support, payment systems, and targeted attractions enhance satisfaction.
Repeat visitation depends on quality and convenience.
Maintaining momentum requires consistent investment and service improvement.
Diversifying Beyond Asia
Cambodia also looks beyond Asia for growth. Western markets remain underdeveloped but promising.
Improved air routes would open new opportunities. Partnerships with international carriers remain crucial.
Diversification reduces reliance on a few source markets.
Balanced growth strengthens long-term resilience.
Cambodia’s Competitive Advantage Still Matters
Despite challenges, Cambodia retains strong advantages. Cultural heritage remains unmatched in the region.
Natural landscapes offer beaches, rivers, and forests. Costs remain lower than many competitors.
These strengths provide a foundation for recovery.
Success depends on adaptation and strategic investment.
A Shifting Regional Tourism Map
Southeast Asia’s tourism map continues to evolve. Cambodia now benefits from changing Chinese travel patterns.
Vietnam and Thailand remain strong but face shifting dynamics.
Cambodia’s future depends on diversification, connectivity, and innovation.
What Lies Ahead for Cambodia
Cambodia stands at a crossroads. Declines from neighboring markets highlight vulnerability.
Surging Chinese tourism offers opportunity and optimism.
Strategic planning, infrastructure upgrades, and diversified experiences will shape the next chapter.
With the right focus, Cambodia can regain momentum and redefine its place in Southeast Asia’s tourism landscape.
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