Cambodia is struggling to win back tourists since the Covid pandemic. Figures on foreign tourist arrivals at the airport of Siem Reap from the first six months of 2024 have declined 67% compared to the same period in 2019, down to 313,145 people.
Home to the UNESCO World Heritage site Angkor Wat, last year, a new airport was created to service Siem Reap and the Angkor Archaeological Park, but benefits to tourism figures are yet to be seen. In 2019, revenue for ticket sales for the park accumulated $62.3 million from 1.4 million visitors in the first seven months of the year. The equivalent data for 2024 shows only $27.2 million from 584,375 tourists.
One of the reasons for the snail pace revival is due to weak marketing. Beyond Angkor Wat, further tourist destinations aren’t as clearly promoted. The Cambodia Tourism Ministry held its introductory meeting with the newly formed Cambodia Tourism Board at the end of July to examine the current challenges and create a responding recovery plan. The conclusion was to begin rebuilding Cambodia’s profile over the course of 6 months to a year through methods such as reduced ticket fees at Angkor Archaeological Park during low season, targeted overseas marketing campaigns, cultural trips for media and travel agencies and innovative products.
Other factors hindering the country’s international visitor intake include climbing visa fees, tiring long-haul direct flights, and fears of kidnapping and scams stemming from a film based on true events in Cambodia’s neighbouring country, Thailand. The latter is partly responsible for the slowed return of Chinese visitors who accounted for a significant 33%, or 1.3 million, of Cambodia’s tourists in 2019.
“It is essential for Cambodia to address safety concerns and ensure a welcoming environment for all tourists, including those from China. Building trust and providing accurate information can help alleviate fears and maintain a positive relationship with Chinese travellers,” said Thourn Sinan, chairman of the Pacific Asia Travel Association’s Cambodian division.
Cambodia is keen to see more international tourists, especially Chinese ones, hoping their presence can revitalize the post-pandemic tourism industry. #GLOBALink pic.twitter.com/JcMkZ2t7ny
— China Xinhua News (@XHNews) April 16, 2024
Efforts are already underway to boost recovery as two international airports in Phnom Penh and Dara Sakor in Koh Kong are in development. From October, a new direct flight from New Delhi to Phnom Penh will operate four times a week under low-cost airline Indigo Air. “There is a huge catchment market in India so we hope they are attracted to Cambodia as a destination,” said Steve Lidgey, general manager of Travel Asia a la Carte.
Hun Manet, Cambodia’s Prime Minister recently allocated $50 million to the new Cambodia Tourism Board, also suggesting a reduction in airport fees and flight landing among other travel boosting activities. Meanwhile, comments from Sinan, include boosting awareness on lesser known tourist destinations across the country, building transport and accommodation infrastructure to make these places accessible and organising cultural events to highlight Cambodia’s attractiveness year round.
