Cambodia’s tourism sector is preparing for recovery amid a sharp decline in international visitor arrivals, with the government and tourism industry focusing on market diversification, stronger promotion, better services, new tourism products and competitive pricing ahead of the Pchum Ben holiday and the upcoming high season.
Cambodia recorded around 1.9 million international tourist arrivals in the first seven months of 2026, down 46.2% from the same period in 2025, according to Ministry of Tourism data. The ministry has acknowledged the difficulties facing tourism businesses and introduced recovery measures, while industry leaders are calling for stronger international promotion and improved visitor experiences.
Key Facts
International arrivals, Jan–July 2026: Around 1.9 million
Year-on-year change: Down 46.2%
International arrivals in 2025: More than 5 million
International arrivals in 2024: Around 6.7 million
2025 international decline: 16.9%
Domestic tourists in 2025: 25.16 million
Domestic tourism growth in 2025: 11.7%
Key recovery measures: Siem Reap tourism recovery programme, selected tax incentives and six tourism strategies
Promotion campaign: “Visit Cambodia in Green Season”
Industry priority: Diversified products, stronger promotion, better hospitality and improved accessibility
Cambodia Tourism Faces a Sharp Decline in International Arrivals
The downturn in international tourism has continued into 2026, with Cambodia welcoming around 1.9 million international visitors during the first seven months of the year.
The figure represents a 46.2% decline compared with the same period in 2025.
The weaker international market follows a difficult 2025, when Cambodia recorded more than 5 million international tourists, down 16.9% from approximately 6.7 million in 2024.
At the same time, domestic tourism has provided an important counterbalance. Cambodia recorded 25.16 million domestic tourists in 2025, an increase of 11.7% from the previous year.
The contrasting figures underline the importance of both recovering international demand and maintaining domestic tourism activity.
Government Introduces Tourism Recovery Measures
The Ministry of Tourism has acknowledged the decline in international arrivals and the difficulties experienced by tourism operators, businesses and people whose livelihoods depend on the sector.
The ministry said the government has introduced interventions to respond to the challenges, including a tourism recovery programme for Siem Reap province, continued intervention measures and selected tax incentives.
The ministry and the broader tourism industry are also implementing six key strategies, together with the “Visit Cambodia in Green Season” campaign.
The initiatives are intended to stimulate domestic tourism while diversifying Cambodia’s international tourism markets.
Tourism Industry Calls for Stronger International Promotion
Cambodia Association of Travel Agents (CATA) president Chhay Sivlin said stronger international promotion is essential to rebuilding tourism demand.
She stressed the importance of continued exposure through international media, arguing that repeated visibility can encourage potential travelers to develop interest in Cambodia.
Sivlin said countries seeking to grow their tourism sectors continue promoting themselves internationally rather than reducing their marketing efforts.
For Cambodia, she said international promotion should communicate the country's broader tourism offering rather than relying solely on its established reputation.
Cambodia Cannot Rely Only on Angkor Wat
Angkor Wat remains one of Cambodia’s best-known tourism attractions, but Sivlin said the country needs to offer a broader range of experiences to attract different visitor groups.
She argued that travelers increasingly make destination choices based on what they see and hear through repeated exposure, including photographs and videos.
This means Cambodia needs to continuously showcase its cultural heritage, natural attractions, hospitality and other tourism products to international audiences.
Sivlin called for more diverse tourism experiences that can appeal to visitors with different interests and demographic profiles.
She said Cambodia cannot simply depend on the fact that people already know about Angkor Wat and the country.
India Identified as a Potential Growth Market
Sivlin identified India as a potentially important market for Cambodia’s tourism recovery.
She pointed to India's large population as an opportunity, arguing that even attracting a relatively small share of the country's population could generate a significant increase in visitors.
She also highlighted potential opportunities around the Pchum Ben period, noting that many Indians practice Buddhism and may have an interest in visiting Cambodia to learn about its religious traditions and ceremonies.
The comments reflect the industry's broader call for Cambodia to identify specific target markets rather than relying on a general international tourism strategy.
Tourism Businesses Prepare for Pchum Ben and High Season
The tourism industry is also preparing for the Pchum Ben holiday and the beginning of the high season that follows it.
Sivlin urged hotels, tour companies, restaurants, transportation providers and tourism associations to prepare carefully for the expected travel period.
She noted that while Siem Reap's hospitality sector remains relatively strong, the recent decline in tourist numbers means the industry needs to pay greater attention to service quality.
She called for more diverse tourism products and improved services to help Cambodia attract visitors and compete with more developed tourism markets.
Fair Pricing Key to Domestic Tourism
Sivlin also urged tourism businesses to maintain fair and transparent prices during Pchum Ben rather than imposing excessive holiday price increases.
She warned that if domestic travel becomes nearly as expensive as traveling abroad, Cambodian travelers may choose international destinations instead.
While higher prices can generate greater short-term revenue for businesses during holidays, she argued that poor pricing experiences can discourage customers from traveling domestically in the future.
Cambodia also faces competition from other countries offering special promotions and discounts during holiday periods.
For domestic tourism to remain strong, Sivlin said businesses need to ensure that travelers feel satisfied with the amount they spend and the services they receive.
Restoring Visitor Confidence
Beyond the immediate Pchum Ben period, Sivlin said rebuilding tourist confidence and Cambodia’s image as a safe and stable destination should remain central to the recovery strategy.
She called for continued international promotion that presents Cambodia as a welcoming destination with cultural heritage, natural attractions and good hospitality.
This positioning, she said, needs to be matched with clearly defined target markets.
The question is not simply how to attract more tourists, but also which tourists Cambodia wants to attract and from which countries.
A more targeted approach could allow tourism promotion to be tailored to the interests and travel patterns of individual markets.
Better Connectivity Remains a Priority
Sivlin also identified accessibility as another important area for tourism recovery.
She called for improvements in:
Air connectivity
Land routes
Water transport
Overall visitor accessibility
Making Cambodia easier and more convenient to reach is particularly important for international tourism markets.
Improved accessibility needs to work alongside destination promotion, because stronger awareness of Cambodia must ultimately be converted into actual travel demand.
Tourism Products and Hospitality Need to Improve
Sivlin's final priority is improving the quality and diversity of Cambodia's tourism offering.
She called for new activities and experiences that can attract visitors with different interests while strengthening hospitality and service standards.
For tourism businesses, this means competing not only through destinations but also through the quality of the overall visitor experience.
Hotels, restaurants, transportation providers, tour operators and attractions all contribute to how travelers perceive Cambodia.
Improving these elements can help strengthen the country's competitiveness as regional tourism markets become increasingly competitive.
Cambodia’s Tourism Recovery Has Multiple Dimensions
The government's response and the industry's recommendations point to several interconnected areas of recovery.
International marketing can raise awareness, while targeted market strategies can focus resources on visitors with strong potential interest in Cambodia.
New tourism products can provide reasons for travelers to visit beyond established attractions, while better hospitality can influence satisfaction and repeat visits.
At the same time, fair domestic pricing can help retain Cambodian travelers during major holidays and strengthen the domestic tourism market.
Connectivity remains a further requirement because promotional efforts need to be supported by convenient ways for visitors to reach and travel around the country.
What Happens Next?
The tourism sector is now entering a period focused on the Pchum Ben holiday and the high season that follows.
Government intervention programmes, selected tax incentives, six tourism strategies and the “Visit Cambodia in Green Season” campaign form part of the official response to current challenges.
For the private sector, priorities identified by CATA include stronger international promotion, more diverse tourism products, better hospitality, targeted marketing, improved accessibility and fair pricing.
The effectiveness of these measures will depend on whether they can help restore visitor confidence, strengthen domestic travel and reverse the decline in international arrivals.
Angkor Times Analysis
Cambodia's tourism recovery challenge is not simply a question of attracting more visitors. The latest figures show a substantial decline in international arrivals, while domestic tourism has demonstrated stronger growth. This makes diversification of both markets and tourism products particularly important.
The industry's call for sustained international promotion is also significant. Cambodia has globally recognised attractions, but awareness alone does not guarantee travel demand. Continued visibility, targeted campaigns and compelling tourism experiences are needed to convert recognition into actual visits.
The potential of India illustrates why market diversification matters. Rather than relying on a single tourism market or a small group of traditional source markets, Cambodia can develop tailored approaches based on cultural interests, travel behaviour and connectivity.
Domestic tourism also deserves equal attention. Pchum Ben presents a major opportunity for Cambodian businesses, but excessive holiday pricing could undermine that opportunity. Providing transparent prices and quality experiences can help businesses earn revenue while encouraging travelers to continue choosing domestic destinations.
Ultimately, recovery will require coordination between government policy and private-sector execution. Promotion, connectivity, tourism products, hospitality, pricing and visitor confidence all influence the competitiveness of Cambodia's tourism sector.
Frequently Asked Questions
How many international tourists visited Cambodia in the first seven months of 2026?
Cambodia recorded around 1.9 million international tourist arrivals during the first seven months of 2026.
How much did international arrivals decline?
International arrivals fell by 46.2% compared with the first seven months of 2025.
How many international tourists visited Cambodia in 2025?
Cambodia welcomed more than 5 million international tourists in 2025, down 16.9% from approximately 6.7 million in 2024.
Did domestic tourism increase in 2025?
Yes. Cambodia recorded 25.16 million domestic tourists in 2025, an increase of 11.7% compared with the previous year.
What measures is the government taking to support tourism?
Measures include a tourism recovery programme for Siem Reap, intervention measures, selected tax incentives, six key tourism strategies and the “Visit Cambodia in Green Season” campaign.
Which market has CATA identified as a potential opportunity?
CATA president Chhay Sivlin identified India as a potentially important market because of its large population and potential interest in Cambodia's Buddhist and cultural heritage.
What does CATA want tourism businesses to improve?
CATA is calling for more diverse tourism products, stronger promotion, improved hospitality and services, better accessibility and fair, transparent pricing.
Why is pricing important during Pchum Ben?
If domestic travel becomes nearly as expensive as international travel, Cambodian travelers may choose to travel abroad. Fair pricing can help maintain domestic tourism demand.
Sources and Further Reading
Cambodia Ministry of Tourism, tourism statistics and tourism-sector response
Cambodia Association of Travel Agents (CATA), comments from President Chhay Sivlin