Discover Why Cambodia is the New Hotspot for Chinese Tourists While Vietnam and Thailand Fade

Published on December 25, 2025

Cambodia, the vibrant heart of Southeast Asia, has seen a decline in international tourist arrivals in 2025. According to the Ministry of Tourism’s recent report, Cambodia welcomed 5.17 million international tourists in the first 11 months of the year, marking a year-on-year drop of 13.8 percent. This decrease comes despite the country’s rich cultural heritage, stunning temples, and the allure of its vast natural landscapes, all of which make Cambodia a top destination in the region. The drop in visitors highlights the economic challenges Cambodia faces in a competitive tourism landscape.

The Decline in International Tourism to Cambodia

Cambodia, famous for its Angkor Wat temple complex, white-sand beaches, and bustling cities, has been a popular travel destination in Southeast Asia. However, recent statistics indicate a significant decline in the number of international tourists visiting the country. With 5.17 million tourists arriving in 2025, the decline is primarily attributed to a drop in visits from neighboring countries such as Thailand and Vietnam. On the other hand, Cambodia has seen a remarkable rise in tourists from China, signaling shifting travel patterns.

The data shows that Vietnam was the leading source of international tourists, but the number of Vietnamese visitors fell by 7.3 percent to 1.11 million. Thailand followed closely behind with 1.01 million visitors, a staggering 47 percent decrease compared to last year. The figures highlight Cambodia’s struggle to retain visitors from its nearby countries despite its rich historical and cultural offerings.

However, in contrast, China has emerged as a major source of tourists, with Chinese visitors to Cambodia surging by an impressive 43.5 percent, reaching 1.1 million. This rise in Chinese tourism has partially offset the losses from Vietnam and Thailand, but the overall picture remains one of regional competition and challenges in maintaining consistent visitor numbers.

Tourism Challenges in Cambodia

The sharp decline in international tourist arrivals can be attributed to several key factors that Cambodia is currently facing. Regional economic slowdowns have impacted tourism across Southeast Asia, with many countries struggling to recover from global economic setbacks. As neighboring countries also offer attractive tourism experiences, Cambodia finds itself in a highly competitive market where it must work harder to stand out.

Air connectivity remains one of Cambodia’s significant challenges. Although Cambodia is well-connected regionally, direct flights and broader international access remain limited. Travelers from regions outside Southeast Asia, particularly Western markets, continue to face barriers to easy access, impacting the overall tourist influx.

Additionally, the diversification of tourism products is another area where Cambodia needs to step up. While the country remains home to the iconic Angkor Wat, which is listed as a UNESCO World Heritage site, there is an increasing demand for more varied tourism experiences. Visitors now seek not only cultural and historical attractions but also activities like eco-tourism, adventure travel, and immersive local experiences. Cambodia’s tourism offerings are still centered largely around temples, leaving much untapped in terms of diversification.

Vietnam, Thailand, and China: The Changing Tourism Landscape

Vietnam, which traditionally has been the largest source of international visitors to Cambodia, saw a significant drop in travel numbers. With 1.11 million Vietnamese visitors in 2025, the 7.3 percent decline may reflect broader economic factors affecting regional travel patterns. Historically, the strong travel ties between Cambodia and Vietnam have fostered steady tourism, but shifting regional dynamics have affected these flows. With Vietnam’s own expanding tourism infrastructure and growing domestic travel trends, fewer Vietnamese citizens are venturing abroad, impacting neighboring Cambodia’s tourism sector.

Thailand, another important source of Cambodian tourism, experienced an even sharper decline of 47 percent. Thailand, being a regional tourism powerhouse, offers a variety of attractions that compete directly with Cambodia’s offerings. The Thai market has become increasingly attractive to both domestic and international tourists due to its well-established infrastructure and proximity. As Thailand further strengthens its position as the top travel destination in Southeast Asia, Cambodia must find ways to differentiate itself to maintain its tourist base.

On the brighter side, Chinese tourism to Cambodia has soared, registering a 43.5 percent increase with over 1 million visitors. This surge in Chinese tourism comes as no surprise, as China’s rapidly growing middle class increasingly seeks travel experiences abroad. Cambodia’s proximity to China, ease of travel, and affordability have made it an attractive option for Chinese tourists. While this increase is encouraging, Cambodia must focus on maintaining and growing this market by enhancing the Chinese tourist experience and ensuring that they return.

The Importance of Tourism for Cambodia’s Economy

Tourism is one of Cambodia’s most important industries, providing substantial income and supporting thousands of jobs. Along with the garment, footwear, and travel goods export sectors, agriculture, and construction, tourism is one of the four pillars of the Cambodian economy. Despite the challenges in the tourism sector, the government has continued to invest in the sector, aiming to turn Cambodia into a regional tourism leader.

However, the tourism industry’s heavy reliance on a few key markets and offerings has created vulnerabilities. The decline in visitors from Vietnam and Thailand underscores the need for greater investment in both infrastructure and tourism diversification. The focus needs to shift from traditional temple-based tourism to more varied experiences that can attract a wider range of global visitors. By tapping into emerging trends like eco-tourism, sustainable travel, and adventure tourism, Cambodia can revitalise its tourism industry and ensure its long-term sustainability.

Looking to the Future: Cambodia’s Tourism Recovery Plan

In response to these challenges, the Cambodian government and tourism industry stakeholders are already working on recovery and revitalisation plans. Efforts to increase air connectivity through new routes, enhance the tourism infrastructure, and provide more diverse offerings are at the forefront of these strategies.

The Cambodian Tourism Ministry has called for more investment in infrastructure, particularly in regional airports and transportation networks. Improving the ease of travel between Cambodia and key international destinations will be critical for the nation’s tourism recovery. In addition, the country is expected to increase its marketing efforts, particularly targeting countries like China, where tourism continues to rise, and diversifying its outreach to markets that have traditionally been strong, like Vietnam.

Cambodia is also looking to capitalise on the growing demand for experiential travel. The promotion of local cultural experiences, sustainable tourism, and nature-based tourism are part of the nation’s broader vision to provide visitors with a more comprehensive and varied experience. By introducing more off-the-beaten-path experiences, Cambodia aims to become a more attractive and diverse travel destination.

Key Takeaways

• Cambodia saw a 13.8 percent decline in international tourist arrivals in the first 11 months of 2025.
• Visitors from Vietnam and Thailand fell significantly, while Chinese tourist numbers rose by 43.5 percent.
• Air connectivity and destination diversification are critical challenges for the country’s tourism sector.
• The Cambodian government is focusing on improving infrastructure and diversifying tourism offerings to attract more visitors.