The tourism paradox in Cambodia.

Tourists visit the Angkor Wat temple complex in Siem Reap, Cambodia. Photo: SCMP.

According to a report released by the Cambodian Ministry of Tourism on March 18, the country's tourism industry is projected to generate $3.87 billion in revenue in 2025, a 6.6% increase compared to $3.63 billion in 2024, according to Cambodianess.

However, the number of international visitors to this Southeast Asian country decreased by nearly 17%, to 5.57 million , compared to 6.7 million in 2024.

Tourism Minister Huot Hak stated that Cambodia is a "safe and friendly" destination. He also emphasized that the government has implemented measures to prevent crime, especially online fraud, in order to strengthen the confidence of tourists.

In an effort to revive its tourism industry, Cambodia aims to improve the quality of its destinations. Minister Huot Hak urged local authorities to improve the environment, infrastructure, and services, while also exploring new tourism potential. Governments were encouraged to enhance social media promotion, organize events, and innovate their market approaches.

Tourists enjoy the floating fishing village of Kampong Phluk in Siem Reap province, Cambodia. Photo: Cambodianess.

Ms. Chhay Sivlin, President of the Cambodia Travel Association (CATA), suggested addressing concerns about online fraud directly, expanding visa exemptions, and simplifying e-visa procedures.

She also suggested developing more agricultural products and handicrafts so that tourists can experience diverse cuisine and take home local products. Besides Angkor Wat, Cambodia is recommended to promote nature and adventure tourism, diversifying accommodation, transportation, and culinary services.

Mr. Kim Minea, Executive Director of the Cambodia Tourism Board (CTB), emphasized the role of field trips for travel businesses, journalists, and content creators in bridging the gap between images and real-life experiences.

Cambodia's 2026 strategy focuses on cooperation, promotion, and increased presence in international markets. Cinema tourism is identified as a key direction, supporting projects both domestically and internationally to promote its landscapes, culture, and people.

A Cambodian tour guide helps Chinese tourists take photos at the Angkor Wat temple complex in Siem Reap province. Photo: Phal Sophanith .

Digital marketing campaigns and collaborations with content creators are expected to help reach younger travelers and maintain interest in key markets.

The Cambodia Tourism Council will also increase its participation in overseas trade fairs, exhibitions, and promotional programs to revive source markets.

Experts believe these efforts will determine whether Cambodia's tourism sector in 2026 will experience only a short-term recovery or create a sustainable long-term turnaround.