Cambodia-China: A strategic alliance to boost Chinese tourism in the Kingdom by 2025

Cambodia is aiming to become an increasingly popular destination for Chinese tourists, thanks to closer cooperation between the Cambodia Tourism Board (CTB) and Tuniu Corporation, China's leading online travel company. This strategic alliance, which became official at the beginning of September 2025, marks a major step towards attracting a growing number of Chinese visitors and boosting the Kingdom's tourism economy.

From left to right: H.E. Wang Wenbin, Chinese Ambassador to Cambodia, H.E. Huot Hak, Cambodian Minister of Tourism and Wang Shubai, Senior Vice President of TUNIU, in charge of international relations

A strategic agreement focusing on digital and influencers

The partnership between BTC and Tuniu aims to develop innovative and targeted marketing campaigns on popular Chinese platforms such as WeChat, Weibo, Douyin and Xiaohongshu. Through this collaboration, new themed tourism products will be promoted, accompanied by live streaming events and campaigns with influential opinion leaders (KOLs).

This integrated digital approach will highlight Cambodia's cultural and natural wealth, while integrating local tourism stakeholders to maximise their visibility on the Chinese market.

Remarkable growth in Chinese visitors

In 2025, the figures speak for themselves: in the first seven months, more than 687,000 Chinese tourists visited Cambodia, an increase of 48.2% compared with the same period in 2024.

This significant increase makes China the third largest source of tourists to Cambodia, behind Thailand and Vietnam. Cambodia's emblematic sites, notably the Angkor archaeological park, are also seeing an increase in Chinese visitors, contributing to a solid and sustainable tourism dynamic.

Two-way economic and cultural development

This year, under the banner of the Cambodia-China Tourism Year 2025, is set against a backdrop of strengthening bilateral ties. The Cambodian Minister of Tourism, H.E. Hout Hak, points out that this partnership benefits both local businesses and the national economy, while promoting the country's cultural heritage.

For Tuniu, the cooperation will bring millions of Chinese consumers closer to the many facets of Cambodia, offering an immersive and authentic experience.

Promising prospects for the future

With the support of powerful digital campaigns and an increase in the number of direct flights between China and Cambodia, this momentum is set to grow even more during upcoming tourist peaks such as Chinese National Day, the Lunar New Year, Christmas and the summer holidays.

This exemplary partnership between BTC and Tuniu is a perfect illustration of how international cooperation and digital technologies can transform the tourism sector into a major driver of growth.

This remarkable increase in Chinese tourism to Cambodia also corroborates the analyses of experts and regional institutions who see tourism as a key pillar of the Cambodian economy.

By strengthening the country's appeal on the Chinese market through innovative strategies and close cooperation with local players, Cambodia is clearly positioning itself as a key player in tourism in South-East Asia.

Tuniu Corporation, a leading Chinese company in the travel sector

Tuniu Corporation is a leading Chinese company in the online leisure travel sector, specialising in the provision of integrated services for travellers. Founded and operating primarily in China, the company has distinguished itself by its business model centred on a powerful digital platform that facilitates the booking and personalisation of travel.

Tuniu offers a wide range of tourism packages, including organised tours, self-guided trips and personalised options. Around 65% of its offerings are dedicated to domestic destinations, while 35% target international markets, covering more than 140 countries and the world's major tourist attractions. The company develops around 1,200 packages annually, combining accommodation, transport, activities and travel-related services.

The company operates through a solid network of partnerships with a variety of suppliers: airlines, hotels, local agencies and tourism operators. It also offers complementary services such as ticket reservations, visa assistance, travel insurance and tourist guides.

Its online platform, accessible via a website and mobile application, is designed to offer a seamless user experience with over 60 million registered users and a powerful personalised recommendation system based on artificial intelligence. In 2025, Tuniu processed around 15 million travel orders, with significant revenue growth, particularly in its tourist packages.

In addition to its online business, Tuniu supports its customers through a network of physical shops in China and 24-hour customer service, including a call centre and a large network of specialist advisers.

Thanks to its unique positioning focused on all-in-one leisure travel and its continuous investment in technology and innovation, Tuniu Corporation is establishing itself as a key player in China's online tourism industry, with a strategy that focuses on diversification, quality of service and digital integration to appeal to a diverse customer base.

Source: Cambodia Tourism Board & Luu Meng