Cambodia’s tourism sector lags behind several fellow ASEAN members

Despite the recent improvement, Cambodia’s tourism sector still lags behind several fellow ASEAN countries amid the nation’s race to attract foreign tourists in the post-pandemic era.

Many initiatives, including increasing the state’s budgets for marketing and curbing the negative images brought about by issues such as online scams, will help the Kingdom increase its share of the tourism pies in the region, as pointed out by Cambodian experts.

Last year, Cambodia received 6.7 million international tourists, up 22.9% from 5.45 million in the year before, the Ministry of Tourism (MoT) said in a report released in January. The revenue from the “smokeless industry” also went up: $3.63 billion in 2024, representing 17.8%, from $3.08 billion a year earlier, according to the same report.

“The surge in foreign tourists reflects the effectiveness of the government’s efforts to enhance tourist travel and connectivity and active cooperation of the MoT with the private sector,” Hun Dany, Ministry Secretary of State and spokeswoman, told Khmer Times, adding that the government’s effective strategies and policies have facilitated a swift recovery in the tourism sector.

Nonetheless, despite this growth, Cambodia’s tourist arrivals remain modest compared to regional leaders. Thailand led with 35.5 million international arrivals, followed by Malaysia with 25 million, Vietnam with 17.5 million, and Singapore with 16.6 million.

Meanwhile, other Southeast Asian countries in recent years have been actively enhancing their tourism sectors through policy changes and strategic initiatives, leading to notable shifts in regional tourism dynamics.

Vietnam, for example, has emerged as a significant player in the regional tourism landscape, surpassing Singapore to become the third most-visited nation in Southeast Asia. This achievement is attributed to expanded air connectivity, relaxed visa policies, and a burgeoning luxury travel market. Vietnam’s tourism recovery rate reached 98% of pre-pandemic levels, outpacing Thailand (87.5%) and Singapore (86%), highlighting its robust resurgence.

Meanwhile, Thailand has implemented various visa policies to attract tourists. In July 2024, the country extended its visa-free stay from 30 to 60 days for citizens of 93 countries. Still, following reports of illegal activities exploiting the relaxed rules, Thailand announced plans to revert the visa-free stay back to 30 days, with the specific implementation date yet to be confirmed.

In the meantime, Singapore has effectively leveraged its visa-free policy and strong tourism reputation to attract Chinese tourists, nearly returning to pre-pandemic visitation levels. This success positions Singapore ahead of regional counterparts like Thailand and Vietnam in reclaiming the Chinese tourist market.

Other Southeast Asian nations have also adjusted their visa policies to boost tourism. For instance, China introduced a visa-free policy for ASEAN tour groups, allowing visits to Xishuangbanna in Yunnan Province without a visa for up to six days, aiming to enhance regional tourism exchanges.

In the thick of such an intense regional competition, Cambodia is in a disadvantaged position, says Ho Vandy, secretary-general of the National Tourism Alliance and managing director of World Express Tour and Travel.

Read more...