Inbound Tourism Cambodia
Inbound Tourism Cambodia
93% Decline in Chinese Tourists, Co-prod “Hello Cambodia” documentary launched, New Cambodia Tourism Board,
Cambodia Hotel Association: Recovery in Sight Despite 93% Decline in Chinese Tourists and Reduced Air Travel Last Year
Cambodia Investment Review
The tourism market in Cambodia is gradually recovering from the significant impacts of the COVID-19 pandemic. The Cambodia Hotel Association (CHA), an official body representing the hospitality industry since its establishment in 2005, has played a crucial role in this resurgence. Approved by the Ministry of Interior of the Kingdom of Cambodia, CHA’s membership has grown to 139, and it continues to actively promote and support the business interests of its members through dialogue with the Royal Government of Cambodia.
In 2023, Cambodia’s tourism market reached 81% of its pre-pandemic levels, a notable recovery, though it still faces challenges. International flight arrivals are at only 42% of pre-pandemic levels, with two-thirds of arrivals now coming via land borders. This shift indicates a significant change in the tourism dynamics, with land travel becoming more prominent.
Chinese Tourist Decline 93% Decrease From Pre-Pandemic Figures
The decline in Chinese tourists has been particularly impactful, with a dramatic 93% decrease from pre-pandemic figures. This drop has significantly affected ticket sales for Angkor Wat, a key tourist attraction. In 2023, Angkor ticket sales were only 36% of 2019 levels, reflecting the broader challenges facing the sector.
Mr. Hy Sothea, President of the Cambodia Hotel Association, commented on the current state of the tourism market: “We have seen a gradual return of tourists, but the numbers are still far from what they were before the pandemic. The decrease in Chinese tourists has had a considerable impact, but we are optimistic about the future. We are working closely with the government and other stakeholders to create a more conducive environment for tourism.”
CHA’s core activities include promoting the interests of hoteliers within Cambodia’s National Tourism Authority, coordinating events to boost the tourism industry, and addressing individual issues faced by hoteliers. The association has been instrumental in lobbying for tax exemptions and financial aid during and post-pandemic, as well as advocating for the pioneering reopening of Cambodia’s tourism sector. Their efforts also include the creation of a National Tourism Authority to better manage and promote tourism.
Despite the challenges, there are signs of positive trends. The number of international arrivals by land has increased from 220,000 in 2019 to 352,000 in 2023, indicating a shift in travel patterns. However, arrivals by air have decreased significantly, from 440,000 in 2019 to 186,000 in 2023.
Competitive and Evolving Nature Of The Regional Tourism Market
Occupancy rates and Average Daily Rates (ADR) in Cambodia have also shown fluctuations when compared to neighboring countries, highlighting the competitive and evolving nature of the regional tourism market. The CHA continues to mediate and lobby on regional issues, participating in efforts to promote tourism across Southeast Asia.
Mr. Hy Sothea further noted, “Our goal is to not only recover but also to innovate and improve the tourism experience in Cambodia. We are focusing on quality and sustainable tourism practices that will attract a diverse range of visitors. The increase in land arrivals is a positive sign, and we are working on strategies to boost air travel as well.”
The Cambodia Hotel Association remains committed to empowering the Kingdom’s hotel and tourism industries through sustained efforts and strategic collaborations. As the country navigates the post-pandemic landscape, the association’s role in representing and advocating for the hospitality sector is more critical than ever. By continuing to foster dialogue with the Royal Government and regional partners, CHA aims to create a more efficient and fertile business environment for tourism to flourish once again in Cambodia.
Guangxi Radio and Television with the Ministry of Information premiered the documentary “Hello Cambodia” with a screening in Chaktomuk Sopheak Mongkul Hall at the ministry yesterday.
Minister of Information Neth Pheaktra presided over the event.
The documentary was jointly produced by National Television of Cambodia and Guangxi Radio and Television of China.
The film focuses on the activities of young journalists who are studying recent cultural exchanges between the people of Cambodia and China.
Pheaktra expressed his appreciation for Radio and Television of Guangxi as well as the delegation from the information office of the state council of China.
He said that the film aims to reveal the experiences and the great results which can be obtained from cultural exchanges between Cambodian and Chinese youths.
Pheaktra added it was a reflection of the history and the unique culture of Cambodia as seen through the viewpoints of the youths from the two countries.
Pheaktra noted that the two governments have agreed to establish a framework for “diamond cooperation” through the building of a common Cambodian-Chinese “community of destiny”.
He added that this close relationship brings tangible benefits to the peoples of both countries and gave as an example the joint construction of the Belt and Road Initiative projects based on common interests, mutual respect, understanding and cooperation.
He added that in July the Ministry of Information of Cambodia, represented by National Television of Cambodia, in collaboration with Guangxi Radio and Television Station, organised an exchange programme titled “A Delegation of Young Journalists Learn About People-to-People Transformation.”
In Phnom Penh and Siem Reap, youths from Cambodia and China participated in activities to exchange experiences and knowledge and promote mutual learning.
To showcase the achievements of the programme, National Television of Cambodia and Guangxi Radio and Television jointly filmed and produced the documentary “Hello Cambodia”.
https://www.khmertimeskh.com/501535787/information-ministry-screens-hello-cambodia-documentary/
Cambodia’s New Tourism Board Hosts Inaugural Industry Stakeholders Workshop to Chart a New Path Forward For Sector
Cambodia Investment Review
The Cambodia Tourism Board (CTB) hosted a workshop on Friday aimed at revitalizing the country’s tourism sector. The event, themed ‘Cambodia Tourism Revival,’ saw over 200 participants, including airline representatives, tourism professionals, journalists, and delegates from various chambers of commerce.
The workshop, held at the Sofitel Phnom Penh Phokeethra, featured a keynote address by Mr. Vichit Ith, the newly appointed CEO of the CTB. In his opening speech, Mr. Ith outlined the Board’s vision and strategic action plan for the industry. He emphasized the need for diversification, stating, “Angkor Wat has been the foundation of our tourism strategy. However, this mono-product strategy has made Cambodia particularly vulnerable to seasonality, as heritage tourism accounts for only 10% of the global market.”
Mr. Ith highlighted the impact of the pandemic on Cambodia’s tourism, noting that in 2023, the country recorded less than 6.6 million genuine tourist arrivals. This figure is significantly lower compared to neighboring countries like Thailand (39.9 million), Malaysia (26.1 million), Singapore (19.2 million), and Vietnam (18 million). “It is crucial to make significant efforts to diversify and enhance our tourism products and services to improve our image, attractiveness, competitiveness, and sustainability,” he added.
The Development Of An International ‘Cambodia’ Brand
The CEO identified six key factors for unlocking the tourism industry’s potential: a commitment to humility, creativity, a “can do” attitude, the development of an international brand, access to funds and resources, a supportive and responsive policy environment, and a genuine public-private partnership.
Distinguished speakers, including H.E. Sok Soken, Minister of Tourism, and representatives from leading international companies such as Expedia and Vinci Airports, shared valuable insights and recommendations. H.E. Sok Soken presented the CTB action plan, emphasizing the importance of engaging with international tourism markets, strengthening private sector connections, and promoting Cambodia’s integration into tour packages.
The Ministry of Tourism has organized several events and activities to promote tourism through campaigns such as “Visit Siem Reap 2024,” “Year of People-to-People Exchanges between Cambodia and China,” and the inaugural “Cambodia-India Tourism Year.” These initiatives, supported by the private sector, are expected to result in an immediate increase in international tourist numbers. “The CTB will work closely with the Tourism Ministry to jointly promote these important events to attract both domestic and international tourists,” explained H.E. Sok Soken.
“In the short term, the council’s objective is to raise awareness of Cambodia’s reputation through overseas marketing campaigns focused on public relations and strategies to attract key target markets,” he added. “In the medium and long term, the focus will be on expanding stakeholder participation through the development of new tourism products, leisure tourism, business and well-being tourism, and promoting major infrastructure development projects.”
Subsequent panel discussions addressed critical issues, including deficiencies in tourism infrastructure, evolving consumer behavior, regional connectivity improvements, and a comprehensive industry assessment.
Need For Diverse Attractions Beyond Angkor Wat
During the debate moderated by M. Norinda from Cambodia Airports, panelists provided their assessment of Cambodia’s current tourism situation. Catherine Germier-Hamel of Millenium Destinations highlighted the need for clear messaging about Cambodia’s diverse attractions beyond Angkor Wat. “Cambodia is often perceived as a poor country, but there are numerous unique experiences, products, and services that set us apart from our competitors,” she said.
Charles-Henri Chevet, General Manager of Phokeethra Hotels, pointed out the need for coordinated efforts between the private and public sectors to enhance Cambodia’s global positioning. “We need publicity and marketing in key markets. The private sector cannot finance international marketing campaigns alone,” he noted.
Patrine Tay, Marketing Director for VINCI Airports, discussed challenges such as the lack of a visa waiver policy, safety perceptions, and reduced interest from Chinese investors. “To improve Cambodia’s competitiveness, we need to lower entry barriers, strengthen destination marketing, and create new tourism products and stories,” she stated.
Chiang Jo-Peng of Cambodia Angkor Air emphasized the importance of a coordinated and unified approach. “We need to adopt a more coordinated and unified approach to remain competitive in the global market,” she said. She also highlighted the potential for developing new international routes to attract tourists.
Mr. Thourn Sinan, co-founder of the Cambodian Tourism Federation and chairman of PATA Cambodia, provided a detailed analysis of regional connectivity issues, emphasizing the need for effective terrestrial connectivity and improved infrastructure at border crossings.
The workshop concluded with the formation of task forces to spearhead specific initiatives, demonstrating the industry’s commitment to revitalizing Cambodia’s tourism sector. The event ended with a networking cocktail reception, allowing attendees to discuss potential partnerships and collaborations.