Angkor's Glow Fades as Cambodia's Tourism Shifts Focus

Cambodia’s tourism sector is booming, with 6.7 million international visitors in 2024—surpassing pre-pandemic levels. But beneath the headline figures lies a troubling trend: the iconic Angkor Archaeological Park is rapidly losing its appeal.

Once the crown jewel of Cambodia’s tourism, Angkor drew 2.59 million visitors in 2018. Last year, that figure fell to just over 1 million. While overall tourist numbers are up, only 15.3% of international arrivals visited Angkor in 2024—down from nearly 42% in 2018.

Much of the decline is tied to the disappearance of Chinese visitors. In 2018, over 1.1 million Chinese tourists flocked to Angkor. By 2024, that number had collapsed by over 90%. Though visitors from Thailand, Vietnam and India are on the rise, many skip the famed temple complex due to cost, time constraints, or shifting interests.

The regional picture isn’t in Cambodia’s favour. Thailand welcomed 35.5 million tourists last year, while Vietnam saw 17.6 million. Cambodia’s total? Just 6.7 million—less than one-fifth of Thailand’s.

Experts blame a mix of “product fatigue,” higher ticket prices, limited flight access to Siem Reap, and negative media in key markets like China and South Korea. As travel preferences evolve, tourists increasingly seek wellness, nature, and cultural immersion—areas where Cambodia is still finding its footing.

Analysts say the solution lies in broader reform. That means diversifying beyond Angkor by promoting lesser-known sites like Phnom Kulen and Tonle Sap, boosting long-haul campaigns, and improving digital engagement—particularly for Chinese users. Closer regional integration, including joint ASEAN travel packages and better flight links, could also help Cambodia stay competitive.

Above all, long-term growth will depend on sustainability. Preserving cultural heritage, supporting local communities, and minimising environmental impact are not just ethical imperatives—they’re key to staying relevant in a crowded regional market.

Angkor will always be central to Cambodia’s identity. But if the kingdom is to keep drawing the world’s travellers, it must evolve—offering more than a single, unforgettable visit.

-2025-07-24