Cambodia & Tourism: GIZ ICONE unveils in-depth analysis of sector dynamics

At the end of May 2025, GIZ ICONE (Innovate to Compete) published its comprehensive report, Cambodia's Tourism Insights Study 2024, offering a detailed examination of the current trends and future prospects shaping Cambodia's vital tourism industry.

The study is based on extensive research, including a survey of 818 tourists at key sites in Siem Reap between January and April 2025, providing a nuanced understanding of visitor behaviors and preferences.

The report calls for strategic action to strengthen regional integration within tourism circuits, foster a more conducive business environment and enhance the image of Cambodia as a destination on a global scale. These pillars are considered essential to sustaining and accelerating the sector's growth against a backdrop of changing market dynamics.

Key findings reveal that couples make up the largest visitor segment, usually traveling in pairs, with the majority aged between 21 and 40. The main markets of origin are the UK, France and the USA. Visitors typically allocate a daily budget of 25 to 49 USD for expenses, excluding flights and accommodation.

The study highlights that Cambodia is widely perceived as a safe destination, with online reviews - particularly on TripAdvisor - playing a decisive role in travel planning. Angkor Wat remains the country's main attraction, drawing a steady stream of international tourists.

A notable trend is tourists' preference for independent travel, often combining Cambodia with neighboring countries such as Thailand and Vietnam. Booking behavior shows a shift towards short-term, spontaneous planning, with many tours and activities finalized on arrival through local hotels or online platforms. Critical factors influencing bookings are price, itinerary flexibility, authentic local experiences, online reviews and group size.

Air is the most commonly used mode of entry, with e-visas and visas on arrival the most common. Local hotels are the preferred accommodation, while destinations beyond Siem Reap - such as Phnom Penh, Tonle Sap and Koh Rong - also attract visitors. Perceptions of safety vary, with Siem Reap and Battambang considered safer than Phnom Penh and Sihanoukville. Cultural exploration tops the list of tourist interests, followed by nature, outdoor activities, adventure and historical sites.

Based on this information, GIZ ICONE recommends strengthening collaboration with neighboring countries to develop and promote regional tourism products, by continuing to engage in cross-border initiatives such as the Mekong Tourism Forum. The study also calls for the professionalization of business processes and the strengthening of tourism entrepreneurs' capacity for innovation, by encouraging the formal registration of businesses in order to gain access to essential networks and resources.

At the heart of these recommendations is a strategic repositioning of Cambodia's tourism brand beyond its iconic temples, promoting it as a year-round destination that prioritizes safety and inclusive development.

This vision embraces Cambodia's rich cultural heritage, natural beauty, historic sites and emerging culinary scene, while committing to preserving natural resources for sustainable tourism.

This authoritative study is an invaluable resource for policy makers, tourism operators and stakeholders striving to nurture a vibrant and sustainable tourism industry in Cambodia.