Interview : Cambodia’s Tourism Board Chief on border tensions with Thailand, visas, and marketing plans

Cambodia received 3.36 million foreign travelers in the first half of 2025, a growth of  6.2% over the same period of 2024. The kingdom is however facing an unexpected tourism challenge: a prolonged land-border closure with Thailand, traditionally one of its biggest gateways. The situation could jeopardize Cambodia‘s ambitious goal of welcoming 7.2 million to 7.5 million foreign tourists in 2025.

In this exclusive conversation with TravelMole, Kim Minea, CEO of the Cambodia Tourism Board (CTB) explains how the kingdom is adapting, from shifting markets to exploring new attractions and easing travel rules.

The situation is complicated right now with Thailand’s land borders closed. Have you had to adjust your promotion strategy?

Kim Minea – Yes we did. Thailand is a major entry point for visitors heading to Battambang, Siem Reap, Koh Kong, or Sihanoukville. With road crossings shut—and no clear reopening date, maybe not until year’s end—many travelers have switched from land routes to flights. We’ve actually seen air arrivals to Phnom Penh and Siem Reap climb, even though direct flights between Thailand and Cambodia are down. Connections from third countries via Bangkok haven’t really changed.

Are certain regions feeling the impact more than others?

Kim Minea – Border provinces such as Battambang are seeing fewer visitors. Overall ticket sales in the past couple of months are lower than last year. But there are bright spots: Chinese arrivals to Angkor Wat increased during China’s recent holidays.

How are you offsetting the loss of Thai overland traffic?

Kim Minea – We’re focusing on nearby markets within a five-hour flight—Malaysia, Singapore, Indonesia, China, Korea, and Japan. We’ve launched a Skyscanner campaign for Korea and two Trip.com campaigns plus another with Call2New for China. For long-haul markets like Europe and the U.S., we continue our normal promotions and are even stepping them up.

Do you coordinate closely with the Ministry of Tourism?

Kim Minea – The minister chairs our 15-member board—eight government representatives and seven from the private sector, including airport operators. Day-to-day operations are run by our executive unit, which I lead. We have broad freedom to implement strategy, though big spending still needs board approval.

Travelers say Cambodia’s single-entry visa is restrictive. Any movement toward a double-entry option?

Kim Minea – A paid double-entry visa valid for, say, 45 days would for sure offer flexibility for side trips to Vietnam or Thailand. I think this is a very good idea. To be honest, I cannot speak on behalf of the government for CTB. Visa revenue is a key government income source, any change would require a detailed cost-benefit study. A formal cost-benefit study is needed before it can move forward, and we’re prepared to lead that analysis. If it is convincing, the government might adopt it.

Are you promoting destinations beyond the usual Phnom Penh–Siem Reap–Sihanoukville circuit?

Kim Minea – We’re diversifying: coastal resorts, golf courses around Phnom Penh, Sihanoukville and Siem Reap, the street-art scene in Battambang, and Kampot’s world-famous pepper farms. As feedback shows that travelers already know Angkor Wat, we need to showcase lesser-known gems with solid infrastructure. For example, in China, in Korea, they do not know that we have a beautiful seaside with pristine beaches. We recently created a calendar for all the events hosted in Cambodia in an entire year. 

Food tourism is trending worldwide. Is that part of your plan?

Kim Minea – Very much so. Culinary experiences bring repeat visitors in a way single sights cannot. People return for the food they love. We see the same phenomenon for beaches they love. 

What’s next on your marketing calendar?

Kim Minea – Starting in 2026 we’ll host small workshops across Europe. I think of an event such as “Cambodia Tables” in cities like Paris and Lyon—lunch or dinner events for 10–15 travel agents, journalists, and influencers. We’ll feature Cambodian cuisine, highlight golf opportunities, boutique hotels, and coastal experiences. Afterward, we’ll invite participants on familiarization trips so they can see the reality—often far better than their initial perception—and confidently promote Cambodia.

Will you be at WTM London and ITB Berlin?

Kim Minea – We plan to join both travel exhibitions with the Ministry of Tourism to keep Cambodia in the global spotlight.

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