Cambodia Told To Boost Flights, Digital Drive as Tourist Arrivals Fall

PHNOM PENH, July 15, 2026 (KPT) – Cambodia’s private sector must diversify tourism products, expand international air connectivity and strengthen digital marketing to revive growth in visitor arrivals, a leading industry representative said Wednesday.

Thourn Sinan, chairman of the Pacific Asia Travel Association (PATA) Cambodia Chapter, urged businesses to step up promotion and innovation after the kingdom received about 2.3 million international tourists in the first half of 2026, down from the same period last year.

Sinan said the decline reflected a mix of domestic and global challenges. “The global economy has yet to fully recover, leading many travelers to reduce spending on leisure trips and choose destinations that offer better value for money,” he noted.

He added that Cambodia faced intensifying competition from regional rivals such as Thailand, Vietnam and Malaysia, which have invested heavily in promotion, expanded flight routes, introduced visa exemptions and offered attractive packages.

For Cambodia, he said, shortcomings remain in limited direct flights from key markets, insufficient international marketing, weak use of digital platforms and a need to develop new products that match changing traveler preferences. He stressed that Cambodia’s image on social media and international news outlets strongly influences travel decisions, making effective information management and positive promotion essential.

Despite the downturn, Sinan highlighted Cambodia’s rich cultural heritage, coastline and islands, and growing opportunities in ecotourism, community tourism, culinary tourism and wellness tourism. “I see this decline as an opportunity for Cambodia to review its tourism strategy, improve service quality, develop new products, expand into new markets and strengthen cooperation between the government and the private sector,” he said.

He called for coordinated efforts across government, business and communities, saying recovery could not rest solely on the Ministry of Tourism. Recommended measures include intensifying campaigns in high‑potential markets such as China, India, South Korea, Japan, Europe and the United States, while leveraging digital platforms and social media. Expanding direct international air connectivity was described as critical, with easier access often decisive in destination choice.

Sinan also urged diversification beyond Angkor, promoting coastal and island tourism, nature and agritourism, culinary and wellness tourism, and sports tourism to encourage longer stays and higher spending. Service quality must remain a priority, he said, with travelers seeking not only competitive prices but also safety, cleanliness, hospitality and professional standards. Investment in human resources and training was deemed essential.

He further recommended hosting more international conferences, exhibitions, sporting events and cultural festivals to attract high‑value visitors and raise Cambodia’s profile. Public‑private partnerships should be strengthened, with hotels, tour operators, airlines and investors working with government on new packages, joint campaigns and market intelligence.

Sinan commended initiatives such as the Green Season campaign, efforts to attract more Chinese visitors and stronger cooperation with the private sector. “If we continue working together with a shared vision and effective implementation, I believe Cambodia’s tourism sector will recover and achieve sustainable growth in the years ahead,” he said.

According to the Ministry of Tourism, Cambodia welcomed 5.57 million international tourists in 2025, generating US$3.88 billion in revenue. The ministry projects arrivals of 5.6 to 5.8 million in 2026.