Cambodia need to rethink strategy after sharp tourism downturn

Arrivals to Northwest Cambodia collapsing following Thai military attacks

In Cebu, Cambodia recognized that the decline in tourist arrivals has been severe last year. The Ministry reported 5.57 million international tourists in 2025, representing a 16.9 percent decline, with arrivals in December plunging even 43.2 percent following the Thai military aggression in Battambang and Siem Reap.

Prak explained that the negative trend was due to border disruptions with Thailand, which have affected both direct arrivals and transit traffic. Thailand has traditionally served as a key gateway, and the closure of all land border crossings has resulted in the loss of roughly one million visitors as well as a significant share of international transit travelers. Siem Reap/Angkor felt particularly the issue of closed borders to Thailand as almost half of the travelers visiting the province came by road.

The Director for Overseas Marketing tourism indicated that Cambodia is consequently reinforcing its cooperation with Vietnam. Now the top-performing market in ASEAN, Vietnam can easily be a new gateway to reach southern destinations including Phnom Penh and the coastal area around Kep, Kampot and Sihanoukville.

As an example, Cambodia bus company Vireak Buntham recently indicated to have boosted the number of daily bus trips from Phnom Penh to Saigon from 6 to 14. It also looks to launch an express ferry line from Phu Quoc Island to Kampot.

Scams stories fueled negative perception of the Kingdom

The second issue has been all the news circulating around scams and cyber-criminality. Cambodia is now dealing seriously with the issue by arresting hundreds of criminals. In between, negative media coverage and online narratives — including reports of scams and crime — have affected traveler confidence, especially in markets such as China and South Korea.

Prak meanwhile argued that some incidents have been amplified or misrepresented online, creating a perception gap between media coverage and on-the-ground visitor experiences. But once more, the Ministry of Tourism seems hesitant in its backlash, telling hat a small country such as Cambodia is facing troubles to communicate efficiently and find the resources to counter back.

To counter this, Cambodia is increasing efforts to host international events, media trips, and industry visits so buyers, journalists, and decision-makers can experience the destination firsthand. Authorities believe that direct exposure will help demonstrate safety and rebuild confidence among travelers and event organizers.

“People coming to Cambodia see that our country is safe and that local people welcomes every one with an open heart,” stressed Vuthy Prak.

International events scheduled for 2026 include the Equinox Festival, River Festival, Sea Festival, International Yoga Day celebrations, and the Francophone Summit by the end of the year.

Could the Green Season campaign stimulate tourism?

Other strategic steps is to boost demand during traditionally quieter months. Cambodia is now promoting its “Green Season” covering May through October. The initiative aims to reframe the rainy season as an attractive travel period, promoting lower prices, discounted hotel rates, special events, and lush landscapes. During the “Green Season”, the Kingdom will test a pilot visa-free program with China, its number 1 market. It could then progressively be extended to other important markets such as Japan and South Korea depending on results. And then also cover Europe.

Additional initiatives include expanding outreach to India, supported by direct flights to Delhi, tourism roadshows, and events such as the International Yoga Day and Bollywood-related promotions. A new Muslim-friendly tourism initiative is also underway, aimed at gradually improving facilities and services for Muslim travelers.

However, a large-scale world promotional campaign does not seem into the cards. As well as abolishing completely visas at least on a temporary basis to quickly relaunch tourism.

Despite current challenges, Vuthy Prak believes that tourist arrivals to Cambodia in 2026 will stay at the same level than in 2025. Restoring traveler’s confidence will however need more than wishes.