Cambodia: Tourism at the heart of human identity and regional integration

The Cambodia’s Tourism Insights Study 2024, published under the auspices of GIZ’s ICONE programme, provides an in-depth and relevant overview of Cambodia’s rapidly changing tourism sector.

In a regional context marked by a strong but uneven post-pandemic recovery in tourism in Southeast Asia, this study highlights a key trend: the shift in tourism focus from the simple appeal of monuments to a human, social and community-based approach, embodied by the PEOPLE+ initiative, which is at the heart of Cambodia's new tourism identity

A new perspective on Cambodian tourism

The report's striking observation is the profound transformation of Cambodia's image through the eyes of travellers. While the temples of Angkor still dominate expectations before arrival, it is the warmth, hospitality and authenticity of the Cambodian people that stand out after the visit. This shift reflects a type of tourism that seeks more than just material culture: it demands intimacy, sharing and living experiences.

This PEOPLE+ approach redefines Cambodia's positioning in the competitive regional landscape. Rather than competing head-on with the tourist powerhouses of Thailand and Vietnam on their own turf – infrastructure, beaches, wide range of offerings – Cambodia is focusing on people, cultural proximity and the promotion of emotions as real differentiating factors.

Multi-destination tourism at the heart of the regional ecosystem

The study highlights that the overwhelming majority of tourists combine their stay in Cambodia with an exploration of several countries in the region, notably Thailand, Vietnam and Laos. This data invites a broader interpretation, positioning Cambodia as a key player in an integrated tourist circuit. However, the reality reveals a crucial challenge: Cambodia is struggling to establish itself as a point of entry or main destination, often perceived as a secondary stopover, hampered by weaker air connectivity and developing infrastructure.

The report rightly recommends exploiting the country's strategic geography to develop transnational themed itineraries – heritage, nature, culture – that can extend the length of stay and increase economic benefits, while better distributing flows to secondary destinations that are still under-exploited (Kampot, Mondulkiri, Battambang).

Behavioural changes bringing challenges and opportunities

Tourist behaviour reflects a dual dynamic: while the majority still book their trips well in advance, a significant segment, particularly young people and solo travellers, now favour spontaneity, with spontaneous bookings, often via digital platforms. This flexibility in organisation requires Cambodian operators to be highly agile in terms of digital technology and sales, with flexible offers accessible in real time, an increased presence on mobile channels and proactive management of their online reputation.

The perceived differences in safety between cities (Siem Reap being perceived as very safe compared to Phnom Penh or Sihanoukville, which are considered more uncertain) raises a major challenge for the diversification of tourism and would have a direct impact on the length of stays.

Structural challenges and strategic recommendations

Beyond tourism trends, the study subtly points to the need to improve the tourism business environment, particularly for micro, small and medium-sized enterprises, which are essential to the value chain. Vocational training, administrative simplification, digitalisation, support for innovation and facilitation of cross-border operations are all levers for strengthening the sector's competitiveness.

Finally, regional cooperation is presented as a priority for preserving the sustainability of tourism. By actively participating in transnational initiatives in the Greater Mekong sub-region and within the ASEAN framework, Cambodia can promote shared standards, preserve its natural and cultural heritage, and play a leading role in collective resilience in the face of crises.

A tourism future focused on authenticity and collaboration

The 2024 study reveals the sustainability and qualitative evolution of Cambodian tourism, where the human dimension becomes the foundation of a differentiated offering. Combined with a more integrated regional approach and a stronger entrepreneurial environment, this PEOPLE+ vision offers Cambodia a promising horizon: that of inclusive, authentic tourism that respects communities and is capable of attracting a global clientele in search of meaning.

Navigating between tradition and innovation, this human-centred tourism in Cambodia paves the way for a sustainable model that prioritises the quality and depth of human relationships, far from the siren call of mass consumption. At the crossroads of opportunities and challenges, Cambodia can thus write a new page in its tourism history, one that is more vibrant and inclusive, serving both the local population and visitors.