Cambodia revitalizes its tourism industry.

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Tourism is one of the four pillars supporting Cambodia's economy , alongside garment exports; agriculture; and construction and real estate.

Therefore, following months of border tensions with Thailand, Cambodian tourism officials are doing everything they can to salvage the destination's image and tourist confidence – something considered even more important than material losses, according to Khmer Times.

Mr. Thourn Sinan, President of the Pacific Asia Travel Association (PATA) in Cambodia, emphasized that one of the top solutions being considered is a reorientation of communication strategies.

Accordingly, Cambodia needs to redirect tourists' attention away from disputed areas, while promoting destinations that remain stable, accessible, and rich in cultural value.

The message "Cambodia is not closing" was reiterated as a central theme throughout the strategy. Phnom Penh, Siem Reap, Sihanoukville, and other cultural and spiritual destinations continued to be presented as safe tourist spaces, operating normally with enhanced security measures.

International tourists visit Cambodia's famous landmarks as the Ministry of Tourism affirms safety and normal operations despite recent travel warnings. Photo: ANA.

Furthermore, at the policy level, the Cambodian Ministry of Tourism is also accelerating the modernization of destination promotion through the application of AI and digital technology in international marketing. This initiative aims to enhance image competitiveness and help official information spread more quickly in the context of media crises.

In addition, short-term support is placed on domestic tourism . People are encouraged to explore destinations within the country to help maintain a steady flow of visitors for hotels, restaurants, transportation, and local services.

Regarding international tourist arrivals, Cambodia is receiving good news from the Chinese market. In 2025, the country is expected to welcome a total of 5.57 million foreign visitors, a decrease of 16.9% compared to the previous year, according to the Cambodian Ministry of Tourism.

Specifically, Vietnam topped the list of source countries with 1.22 million visitors, a decrease of 8.8% compared to the previous year. Meanwhile, 1.2 million Chinese tourists visited Cambodia last year, an increase of 41.5% compared to the same period. Conversely, the number of visitors from Thailand reached 1 million, a decrease of 52.4%.