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The tourism sector in Cambodia is poised for a significant
transformation as low season foreign tourist numbers have lagged behind
neighbouring countries over the past year.
The newly established Cambodia Tourism Board, in collaboration with
the Tourism Ministry and industry stakeholders, held its inaugural
meeting in late July to address challenges and devise a revival plan.
The board aims to elevate Cambodia's profile within six to 12 months
through roadshows, innovative products, overseas marketing campaigns,
and familiarisation trips for travel agents and media, according to
online news portal Kiripost.
“This will include overseas marketing campaigns with a focus on
public relations and an expansion of our strategies to attract key
target markets,” Minister Sok Soken was quoted as saying.
Slow recovery in Siem Reap
Since the pandemic, tourism recovery has been sluggish, particularly
in Siem Reap, home to the UNESCO World Heritage site Angkor Wat.
International tourist arrivals remain significantly lower than in 2019.
Ticket sales revenue for the first seven months at the Angkor
Archaeological Park was US$27.2 million, with 584,375 foreign visitors,
compared to US$62.3 million from 1.4 million visitors in the same period
of 2019.
Data showed that foreign tourist arrivals at Siem Reap airport in the
first six months of 2024 were down 67% year-on-year from 2019 to
313,145. However, nationwide foreign tourist arrivals totalled 3.2
million, only 5.2% less than the corresponding period in 2019. In
contrast, Thailand welcomed 17.5 million foreign tourists in the first
half of 2024.
Building confidence in tourism safety
The slow recovery is attributed to limited tourist products (with
Angkor Wat as the main focus), limited marketing and long-haul direct
flights, high visa fees for non-ASEAN citizens, and fears stemming from scam compound kidnappings and threats.
It is essential for Cambodia to address safety concerns and ensure a welcoming environment for all tourists, including those from China.– Thourn Sinan, Cambodia chapter chairman, Pacific Asia Travel Association
The slow return of Chinese tourists, who accounted for one-third of
Cambodia's total foreign tourist arrivals pre-pandemic, has also
hindered growth. From January to June 2024, only a fraction of the 1.3
million Chinese arrivals in 2019 was recorded, despite this year being
themed for people-to-people exchanges between Cambodia and China.
Stricter Chinese immigration checks on travellers to Cambodia have
further complicated the situation.
“It is essential for Cambodia to address safety concerns and ensure a
welcoming environment for all tourists, including those from China.
Building trust and providing accurate information can help alleviate
fears and maintain a positive relationship with Chinese travelers,”
Thourn Sinan, chairman of the Pacific Asia Travel Association's Cambodia
chapter, told Travel Weekly Asia.
Expanding efforts nationwide
Cambodian Prime Minister Hun Manet, who released US$50 million funds
to the new tourism board, proposed a reduction in flight landing and
airport fees, and ticket fare at Angkor Archaeological Park during low
season.
Urging nationwide efforts year-round, PATA’s Sinan suggested
promotional campaigns highlighting lesser-known destinations, cultural
events, and natural attractions across the country to attract visitors
year-round. Investing in infrastructure, such as transportation networks
and accommodations in less-visited regions, could help distribute
tourist traffic more evenly.
“By expanding efforts nationwide, addressing traveller concerns, and
implementing visitor-friendly policies like visa fee waivers, Cambodia
can further enhance its appeal as a tourist destination,” Sinan
remarked.
Tapping into Indian tourism
The lacklustre tourism performance has been largely attributed to low
season travel between April and October. Meanwhile, the construction of
international airports in Phnom Penh and Dara Sakor in Koh Kong,
coupled with the arrival of Indian tourists on direct flights from New
Delhi starting in October, are raising optimism.
There is a huge catchment market in India so we hope they are attracted to Cambodia as a destination.– Steve Lidgey, general manager, Travel Asia a la Carte
The new flight operated by Indian budget airline Indigo Air will
complement four weekly direct flights between New Delhi and Phnom Penh,
serviced by Cambodia Angkor Air from June this year.
Steve Lidgey, general manager of Travel Asia a la Carte, expressed
hope that direct flights from India would boost Indian tourist numbers.
“There is a huge catchment market in India so we hope they are attracted
to Cambodia as a destination,” he added.