Cambodia’s Tourism Sector Gears Up For Major Rebound With New Super App Tourism Year Campaigns And Infrastructure Growth To Cement Its Position As A Leading Global Destination

Published on December 9, 2025

Cambodia’s tourism sector is experiencing a significant rebound, driven by the government’s strategic initiatives and collaborations with the private sector. By rebranding the green season, launching a digital tourism super app, and enhancing aviation infrastructure, Cambodia is positioning itself as a year-round travel destination. Additionally, cultural campaigns like the Cambodia-China Tourism Year 2025 and the promotion of destinations beyond Angkor Wat are helping to attract more visitors, ensuring the country’s place on the global tourism map.

After facing years of disruption, Cambodia’s tourism sector is now showing signs of recovery. The Royal Government has stepped up its efforts to rejuvenate the industry, partnering closely with the private sector. This renewed push includes strategies such as rebranding the green season, improving aviation infrastructure, launching bilateral tourism campaigns, embracing digital innovation, and diversifying tourist destinations to position Cambodia as a year-round, world-class travel hub.

In an effort to organize and streamline these activities, the Ministry of Tourism, along with the Cambodia Tourism Board (CTB), has formulated specific action plans with activities focused on immediate, short-term, and long-term goals. One of the most notable initiatives in this action plan is the launch of a tourism super app, designed to increase tourist arrivals and attract investments by offering enhanced digital services. This app is expected to play a crucial role in Cambodia’s digital transformation within the tourism sector, offering a better visitor experience and boosting the country’s competitiveness in the global market.

Additionally, Cambodia is leveraging its diplomatic and cultural relationships to boost tourism. One key example of this approach is the Cambodia-China Tourism Year 2025, which was launched in May with high-profile officials from both governments in attendance. This initiative is designed to strengthen ties with China while promoting Cambodia’s attractions to Chinese tourists.

Another significant development is Cambodia’s “Beyond Angkor Wat” strategy, which aims to position the country as a diverse destination by promoting attractions beyond the iconic Angkor Wat. The plan focuses on improving the ‘4As’ of tourism—accessibility, amenities, accommodations, and attractions—while also building infrastructure to connect emerging sites. This strategy aims to spread tourism beyond Siem Reap, helping to revitalize local economies and offer travelers a richer, more varied experience. In addition to Angkor Wat, the new campaign highlights Cambodia’s beautiful coastlines, ecotourism spots, and cultural activities to showcase the country’s broad appeal.

Marketing efforts have also focused on transforming what was once considered the ‘low season’ into an opportunity. The Cambodian government, led by Prime Minister Hun Manet, has rebranded this period (April to October) as the ‘Green Season.’ The campaign highlights the lush landscapes, cooler air, and vibrant greenery that come with the monsoon rains, encouraging travelers to visit during this period. By promoting nature-based experiences such as fruit harvesting and agri-tourism, the Ministry of Tourism hopes to attract more tourists, particularly from regional markets like ASEAN, China, Japan, and South Korea.

This initiative is already showing positive results. According to the Ministry of Tourism, the first quarter of 2025 saw nearly two million international arrivals, marking a 16 percent increase from the same period in 2024. Industry stakeholders are optimistic about the long-term potential of the Green Season, particularly given its appeal to travelers seeking nature-based experiences and lower accommodation costs during the monsoon months.

Cambodia is also seeing a boom in aviation, which has significantly improved its connectivity with the rest of the world. The Royal Government’s efforts to enhance airport infrastructure, particularly with the opening of Techo International Airport and Siem Reap-Angkor International Airport, have helped boost accessibility, capacity, and international connections. The increased number of flights and available seats makes Cambodia a more convenient destination, thereby driving tourism-related jobs, investments, and elevating the country’s status as a tourist hotspot.

The aviation boom has been further fueled by the entry of major international airlines into the Cambodian market. Emirates resumed flights between Dubai and Siem Reap in June 2025, offering a thrice-weekly service with a stopover in Bangkok. Additionally, India’s largest carrier, IndiGo, has launched direct flights from Kolkata to Siem Reap, and Etihad Airways has begun offering direct flights from Abu Dhabi to Phnom Penh. These new routes are expected to significantly increase the number of international visitors, particularly from Europe and the Middle East.

Despite the progress made, Cambodia faces stiff competition from neighboring countries like Thailand, Vietnam, and Malaysia, which have more established tourism infrastructure and broader international recognition. In response, Cambodia’s strategy focuses on capitalizing on its unique selling points—its rich cultural heritage, natural beauty, and spiritual significance. The country’s tourism officials emphasize the deep historical and archaeological value that Cambodia offers, particularly the awe-inspiring Angkor Wat, which remains a central attraction. Additionally, Cambodia is promoting its living culture, such as the centuries-old Apsara classical dance and vibrant traditional festivals, to create an authentic connection with visitors.

The country is also emphasizing its pristine natural resources. The Tonle Sap Lake, often referred to as the “biggest inland ocean,” is a vital ecological feature and an increasingly popular destination for ecotourism. The nearby Prek Toal Bird Sanctuary is drawing attention from bird-watching enthusiasts who are eager to observe rare species in their natural habitat. Cambodia’s coastline and islands, such as Koh Rong, also attract travelers seeking unspoiled beaches and clear waters, positioning the country as an eco-friendly alternative to heavily developed destinations.

In terms of target markets, India has emerged as a key focus for Cambodia’s tourism efforts. With a growing middle class and increasing disposable incomes, India is expected to become one of the top outbound travel markets globally by 2025. However, Indian tourists have traditionally been less inclined to visit Cambodia, primarily due to limited air connectivity and insufficient marketing efforts. This is starting to change, as direct flights from India to Cambodia have been introduced, and the country is now exploring ways to improve its appeal to Indian tourists by offering simplified visa procedures and focusing on niche segments such as destination weddings, spiritual tourism, and wellness retreats.

One of the challenges Cambodia faces is inadequate infrastructure, particularly in secondary destinations. Many areas still lack quality roads, sanitation, and reliable electricity, making travel uncomfortable for tourists. Additionally, the sector faces challenges related to a shortage of skilled labor and inconsistent service quality, which can detract from the overall visitor experience. The government is working to address these issues through investment in infrastructure development and training initiatives aimed at improving the hospitality sector.

Overall, Cambodia’s tourism sector is poised for a successful recovery, driven by a strategic combination of digital innovation, diversified offerings, improved infrastructure, and targeted marketing campaigns. As the country strengthens its position as a year-round destination with a rich cultural heritage and breathtaking natural beauty, it is on track to reclaim its place as one of Southeast Asia’s most sought-after travel destinations.