Cambodia’s tourism sector posted impressive numbers in 2024, recording 6.7 million international visitors – indeed, a satisfying 8% climb over 2018, before the world changed. Still, a curious problem persists: Angkor Archaeological Park, arguably the nation’s most treasured landmark, a designated UNESCO World Heritage Site, faces an unusually quiet period. So, while the airports and cities thrive with activity, the allure of Angkor’s ancient temples seems to be fading a bit, which perhaps indicates Cambodia may need a re-think on its approach to tourism so it can maintain a steady and sustainable path.
A Recovery Without Its Star Attraction
The data paints a picture containing both good news and potential worries. The 6.7 million international visits to Cambodia in 2024 represents a clear recovery; beating the levels seen in 2018. On the other hand, a mere 15.3% of these tourists bought tickets for Angkor; quite a contrast to the 41.8% in 2018, and the 33.4% recorded in 2019. Actually, the number of visitors to Angkor has shrunk considerably – from 2.59 million in 2018 down to just over 1 million in 2024. This decline underscores something essential: Cambodia’s tourism boom doesn’t appear to be benefiting its most recognizable attraction.
The Shift in Tourists, and the China Factor
Angkor’s struggles relate directly to the sharp decrease in tourists from China. Back in 2018, visitors from China accounted for well over 1.12 million trips to Angkor. That was more than half of all international arrivals in Cambodia at the time. By 2024 however, this total had dropped dramatically, by a whopping 92.6%, to just 82,675. The increase in shorter trips from nearby ASEAN countries like Thailand and Vietnam hasn’t made up for this loss; in fact, only around 1% and 2.5% of visitors from Thailand and Vietnam, respectively, ended up visiting Angkor. These ASEAN travelers, making up the majority (63%) of arrivals, generally favor faster, more budget-friendly trips focused on business, family, or simply passing through, and may view Angkor’s entrance fees as not worth it.
Mid-range markets, such as South Korea, Japan and India, present a mixed bag of outcomes. Tourists from India do seem increasingly interested in Angkor; particularly young couples and those seeking spiritual experiences. On the other hand, fewer direct flights and tough competition from Vietnam are deterring visitors from Japan and South Korea. Travelers from further afield, from Europe, North America or Australia, are, for the moment, still Angkor’s most dedicated visitors, with as many as 96.7% of visitors from Spain actually going to Angkor. Yet, their relative small number of total visitors, combined with a sense of “been there, done that”, perhaps limits how much they can help reverse the overall decline.
Cambodia’s Tourism Standing in the Region
Despite Angkor’s worldwide reputation, Cambodia’s tourism numbers remain lower than those of its neighbors in Southeast Asia. Thailand received 35.5 million tourists during 2024, with Vietnam bringing in 17.6 million. Compared to Cambodia’s total of 6.7 million, these figures suggest that, while it has great potential, Cambodia remains a smaller participant within the broader ASEAN tourism market – representing about 19% of Thailand’s tourist arrivals, and some 38% of Vietnam’s.
Why Is Angkor Losing Its Luster?
Quite a few things contribute to the fact that Angkor appears to be less attractive than it used to be. “Product fatigue” plays a role: for a lot of people, notably from within ASEAN, Angkor tends to be a “once-in-a-lifetime” kind of place, without much motivation to return – particularly when factoring in the cost of admission. Traveler preferences are changing too, with more and more visitors hoping to find varied experiences like wellness retreats, nature spots, good food, and modern culture; sectors that Cambodia has yet to fully capitalize on. Marketing and accessibility issues only add to the problem, thanks to outdated advertising approaches combined with a decrease in direct flights to Siem Reap. Finally, negative publicity (especially in China and South Korea) about internet scams, criminal activity and fraud may also be making potential visitors think twice.
Missed Opportunities
Cambodia’s location within ASEAN offers great possibilities for combined, multi-destination trips. However, this opportunity has so far remained largely unexplored. Spontaneous extensions from trips to Thailand or Vietnam, integrated travel packages with easy connections… Bolstering visa and transport logistics, along with well-aimed promotions for Western expatriates residing in the area, has the potential to significantly enhance Cambodia’s attractiveness. However, without strategically coordinated endeavors, Cambodia faces the possibility of being overlooked amidst the highly competitive ASEAN tourism landscape.
A Roadmap for Sustainable Growth
To effectively reinvigorate Cambodia’s tourism sector and reinstate Angkor’s former glory, Cambodia needs to embrace a comprehensive strategy with many facets:
Diversify Beyond Angkor: Repositioning Siem Reap so that it is a destination attractive all year round may be possible by promoting close attractions like Phnom Kulen and Tonle Sap, in addition to wellness retreats, ecotourism ventures, and locally led community experiences. This inclusive approach could potentially attract travelers interested in varied, truly immersive experiences.
Revitalize Long-Haul Markets: Well-aimed promotional campaigns highlighting both authenticity and sustainability, when paired with improved air travel options, might recapture the attention of high-value Western travelers, who generally speaking remain Angkor’s primary target audience.
Re-engage Chinese Travelers: Custom-made packages designed for upscale Chinese tourists, integrated with popular digital platforms like WeChat and Alipay while also addressing pressing security worries, may help reignite the vitality of this particularly critical market.
Leverage Digital Innovation and Regional Synergies: Investing in cutting-edge digital marketing and efficient booking platforms, along with fostering strategic alliances with regional tourism boards and partner airlines, could enable the capture of indirect demand and seamlessly integrate Cambodia into wider ASEAN travel itineraries.
Prioritize Long-Term Sustainability: Tourism practices that are actually sustainable—benefitting local communities, diligently preserving cultural and natural heritage, and actively minimizing any negative environmental impact—are definitely essential for ensuring truly sustainable, long-term tourism growth.
Angkor’s Next Chapter
Cambodia’s tourism sector has demonstrated considerable resilience over the years; however, the ongoing decline of Angkor subtly suggests a distinct need for continuous adaptation amidst the rapidly evolving global travel market. By carefully diversifying its existing offerings, fully modernizing marketing approaches, and actively embracing a commitment to sustainability, Cambodia can more safely ensure its ancient temples remain quite a vibrant attraction for future generations to come. Angkor will no doubt continue to be a world wonder; but Cambodia’s enduring future as a top tourism powerhouse depends on its own ability to both innovate and inspire, effectively showcasing not only its storied past but also its dynamically evolving present.