Angkor at a crossroads: Millennium Destinations' strategic plan for the revival of tourism in Cambodia

In 2024, Cambodia's tourism sector experienced a remarkable recovery, with international arrivals exceeding pre-pandemic levels to reach 6.7 million, a robust 8% increase compared to 2018. However, these spectacular figures hide a paradox: while the country's airports and cities are buzzing with renewed activity, the ancient stones of the Angkor archaeological park, once the undisputed jewel of Cambodian tourism, are quieter than they have been in decades.

Only 1.02 million visitors explored Angkor in 2024, a staggering 60.5% drop from its peak in 2018

In a country where “Angkor” is synonymous with “Cambodia” for many, this discrepancy is more than a statistical anomaly; it is a call for a new vision.

Enter Millennium Destinations' landmark report, “A Strategic Analysis of Cambodia and Angkor Tourism (2024): Insights and Recommendations for Sustainable Recovery and Regional Repositioning.”

Drawing on the latest data, international best practices, and the analytical power of AI, this report provides a comprehensive and nuanced diagnosis, as well as a bold prescription for restoring Angkor's global appeal while ensuring that Cambodia's tourism industry is inclusive, resilient, and ready for the future.

I. The paradox of tourism in Cambodia: growth without a crown

A. The numbers: a recovery without a centerpiece

The raw numbers are both encouraging and concerning. In 2024, Cambodia welcomed 6.7 million international tourists, an 8% increase from the 2018 pre-pandemic baseline.

However, only 15.3% of these visitors purchased a ticket to Angkor, compared to 41.8% in 2018 and 33.4% in 2019. The decline is even more pronounced when looking at absolute numbers: Angkor's attendance fell from 2.59 million in 2018 to just over 1 million in 2024.

B. The China effect: a giant on the wane

The collapse of Chinese tourism is the most dramatic change. In 2018, Chinese tourists accounted for more than 1.12 million visits to Angkor, representing more than half of all international travelers to Cambodia.

In 2024, this figure fell to just 82,675, a staggering drop of 92.6%. The rise of regional and short-haul tourism, mainly from Thailand and Vietnam, has not compensated for this loss. In fact, only 1% of Thai visitors and 2.5% of Vietnamese visitors to Cambodia purchased a ticket to Angkor in 2024.

C. Regional comparison: Cambodia's modest share

Despite its world-renowned heritage, Cambodia remains a modest player in Southeast Asian tourism. Thailand attracted 35.5 million international visitors in 2024, more than five times Cambodia's total, while Vietnam welcomed 17.6 million. Arrivals in Cambodia represent only 19% of Thailand's inbound tourism volume and 38% of Vietnam's, highlighting both its potential and its underutilized position in the regional ecosystem.

II. Understanding change: who visits the country and why?

A. The three pillars of Cambodia's tourism markets

Millennium Destinations identifies three main visitor segments:

1. Short-haul (ASEAN): mainly Thailand, Vietnam, Lao People's Democratic Republic, Malaysia, Singapore, Indonesia, and the Philippines, which account for 63% of arrivals.

2. Medium-haul: China, South Korea, Japan, India.

3. Long-haul: Western countries, particularly Europe, North America, and Australia.

B. Short-haul travelers: volume without depth

Short-haul visitors from ASEAN now make up the majority of arrivals, but their commitment to Angkor is minimal. Many come on business, to visit friends or relatives, or are in transit.

Their stays are short (two to three days) and they are very price sensitive. For them, Angkor is often a “been there, done that” experience; repeat visits are rare and the high entrance fee is a deterrent.

C. Medium-haul travel dynamics: the Chinese conundrum and beyond

• China: Once the engine of growth, arrivals from China have fallen sharply, and those who do visit are less likely to visit Angkor. Security concerns, “zero dollar” tours (which contribute little to the local economy), and competition from other ASEAN destinations have all played a role.

• South Korea and Japan: These markets show moderate interest in Angkor but are held back by reduced direct flights and growing competition from Vietnam. Japanese travelers, in particular, enjoy “slow travel” and authentic experiences, but repeat visits are rare.

• India: A glimmer of hope, with high conversion rates for Angkor and growing interest, particularly among young couples, families, and spiritual travelers.

D. Long-haul travelers: the high value-added core

Western visitors (Europe, North America, Australia) account for a smaller share of arrivals but are essential for Angkor and high value-added tourism. Their conversion rates are remarkably high, often between 40% and 97%, with Spain leading the way at 96.7%.

These travelers seek culture, adventure, authenticity, and longer stays, but are faced with “bucket list fatigue” and growing competition from neighboring countries.

III. Diagnosis of the decline: why Angkor is losing its luster

A. Product fatigue and price sensitivity

For many, Angkor is a “once-in-a-lifetime” destination. Repeat visits are rare, particularly among ASEAN travelers and those taking medium-haul trips. The high cost of admission, especially relative to regional incomes, further discourages repeat visits.

B. Changing motivations and experiences

Today's travelers, especially those from the region, are looking for more varied and immersive experiences: wellness, nature, gastronomy, and contemporary culture. Cambodia's offering remains heavily concentrated around Angkor, with limited diversification.

C. Marketing and connectivity gaps

Marketing efforts have not kept pace with changing preferences. Cambodia's tourism message and product development are not sufficiently tailored to short-haul or group travelers, who prioritize accessibility, convenience, and novelty.

In addition, the reduction in direct flights, particularly to Siem Reap, has made access less convenient for key markets.

D. Reputation and safety concerns

Negative media coverage, particularly in China and South Korea, has damaged Cambodia's image. Reports of scams, crime, and online fraud have contributed to a sense of unease among potential visitors.

IV. A missed opportunity: regional spillover and the ASEAN circuit

Thanks to growing connectivity in the ASEAN region, Cambodia is ideally positioned to capitalize on multi-country tourist circuits. However, this potential remains largely untapped. Millennium Destinations highlights several missed opportunities:

• Spontaneous extensions of the same trip: Tourists in Thailand or Vietnam could be encouraged to add Cambodia to their itinerary, particularly for cultural or wellness experiences.

• Integrated packages and seamless logistics: Coordinating visa formalities, cross-border transportation, and joint promotions would make it easier for travelers to include Cambodia in broader regional itineraries.

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• Targeted offerings for Western expatriates in ASEAN: This affluent and flexible segment is ripe for short getaways and cultural stays in Cambodia.

V. Millennium Destinations Roadmap: Towards a Holistic and Sustainable Future

A. Diversify beyond Angkor

To rekindle interest and attract new audiences, Cambodia must reposition Siem Reap and its surroundings as a holistic, year-round destination. This involves blending culture, nature, wellness, and community-based tourism. Destinations such as Phnom Kulen and Tonlé Sap, spiritual retreats, ecotourism, and immersive rural experiences should be promoted.

B. Revitalize long-haul markets

Long-haul travelers remain the backbone of high-value tourism in Cambodia. Smart, targeted promotion, combined with improved air connectivity, can help win back these segments. The focus should be on authenticity, sustainability, and unique experiences that differentiate Cambodia from its neighbors.

C. Win back Chinese travelers

Although the Chinese market has changed, it is far from lost.

 Packages tailored to the new preferences of Chinese travelers, particularly in the high-end segment, could help restore Cambodia's appeal. Safety, convenience, and digital integration (WeChat, Alipay) will be essential.

D. Leverage digital innovation and regional synergies

Digital platforms, both for marketing and booking, are playing an increasingly central role in travel decisions. Cambodia should invest in digital innovation and leverage data from recent surveys and studies to inform its strategy. Regional partnerships with tourism boards, airlines, and tour operators are essential to capture indirect demand and integrate Cambodia into the broader ASEAN tourist circuit.

E. Sustainability and community engagement

Sustainable tourism is not just a buzzword, it is a necessity. Millennium Destinations urges Cambodia to ensure that tourism growth benefits local communities, preserves cultural and natural heritage, and minimizes environmental impact. Community-based tourism, responsible travel practices, and inclusive development must be at the heart of the new strategy.

VI. Conclusion: The Next Chapter for Angkor

The Millennium Destinations report is both a wake-up call and a ray of hope. Cambodia's tourism sector has shown remarkable resilience, but Angkor's decline is symptomatic of deeper changes in the global travel landscape. The way forward is clear: Cambodia must diversify its offering, adapt its marketing, and adopt a holistic and sustainable approach that resonates with today's travelers.

Angkor will always remain a wonder of the world, but Cambodia's future as a tourist powerhouse depends on its ability to adapt, innovate, and inspire. With the right strategy, the kingdom can ensure that its ancient stones continue to resonate with the footsteps of visitors from around the world, each discovering not only the glory of Angkor, but also the vibrant and dynamic culture of Cambodia.

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About Millennium Destinations

Millennium Destinations is a leading international consulting firm specializing in sustainable tourism development, destination marketing, and strategic planning. Its 2024 report on tourism in Cambodia and Angkor combines rigorous data analysis, stakeholder insights, and global best practices to chart a path for the sector's recovery and long-term success.

References

• Millennium Destinations. (2024). A Strategic Analysis of Cambodia and Angkor Tourism: Insights and Recommendations for Sustainable Recovery and Regional Repositioning.

• Cambodia Ministry of Tourism; Angkor Enterprise; ASEAN Tourism Statistics.

For more information and to view the full report, please visit the Millennium Destinations website.