Cambodia & Thailand: Can the reputation of these destinations survive the ongoing conflicts?

The reputation of Thailand and Cambodia as tourist destinations is undoubtedly facing one of its most severe tests in decades. With the recent flare-up of the border conflict, the key question remains: can this reputation survive the crisis?

Angkor Wat

Immediate loss of confidence and a domino effect

Armed conflicts have an immediate impact on perceptions of safety, which are considered essential for attracting tourists.

Even when clashes are confined to border areas, the whole country suffers from a knock-on effect: rumours, viral social media posts and striking images on global news channels blur the line between reality and perception. As a result, many potential visitors prefer to cancel or postpone their trip, or choose destinations considered safer.

According to industry experts, a country's reputation as a haven of peace and hospitality can be shattered in a matter of days. Hotel occupancy rates plummet, bookings collapse and the entire local ecosystem – guides, restaurants, transport operators – goes into economic meltdown.

Resilience and ability to bounce back

However, the history of global tourism – from Croatia to Israel, Turkey and Sri Lanka – shows that some countries are able to rebuild their image even after violent wars. This resilience is based on several factors: proactive public policies, support for professionals in the sector, targeted promotional campaigns, the reconstruction of local offerings and, above all, the restoration of tangible and perceived security.

In most cases, once the conflict is over, if stability returns quickly and concrete efforts are made to reassure travellers and investors, the reputation eventually recovers, slowly but surely. The most brutal impact tends to be short-lived, with tourism returning in force once security is restored and communication is skilfully managed.

Decisive factors for the survival of their reputation

• Duration of the conflict: The longer the crisis lasts, the more damage is likely to be done to the destination's image, some of which may be difficult to repair.

• Intensity of violence and civilian casualties: Media coverage of particularly dramatic events further tarnishes the destination's international image.

• Ability of states to restore security: The rapid implementation of tangible measures, clear official messages and the resumption of diplomatic efforts to welcome visitors play a crucial role.

• Action by tourism stakeholders: The ability of professionals to innovate, offer new itineraries, highlight unaffected areas and reassure visitors with their expertise helps to restore the destination's image.

Between fear and hope

Thailand and Cambodia are not doomed to irreversible decline. Tourists often have shorter memories than financial markets or political interests.

With rigorous security policies, responsible communication and international support for heritage restoration, the welcoming and beautiful image that was the strength of these destinations can be restored.

However, the scars remain. Some source markets may take years to return to their pre-crisis levels. Adaptability, innovation and the ability to learn from this shock will be decisive in ensuring that one day, the reputation of Cambodia and Thailand is no longer associated with the spectre of war but with the promise of travel.

Ultimately, while the reputation of these countries has been damaged, it is not irretrievably lost. History shows that tourism always rebounds, provided that travellers are once again offered what attracts them most: peace, beauty and a sense of welcome.