Cambodia is intensifying efforts to attract more Chinese tourists, with a particular focus on visitors from the Hong Kong and Macau Special Administrative Regions (SARs), following recent discussions aimed at boosting bilateral tourism ties.
The talks, which took place in Hong Kong on December 21, involved Cambodia’s Minister of Tourism Huot Hak and Wang Haimin, Chairman of the China Tourism Group Corporation Limited (CTG), alongside representatives from CTG subsidiaries and China Duty Free Shop. The meeting centered on overcoming challenges and enhancing collaboration to promote Cambodia as a prime travel destination.
According to Cambodia’s Ministry of Tourism, the discussions resulted in several key initiatives to increase tourist traffic. Plans were outlined to develop tailored travel packages, strengthen promotional campaigns, and introduce new tourist experiences, all designed to appeal to Chinese travelers, especially those from Hong Kong and Macau.
A notable outcome of the meeting was the establishment of a working group to implement a newly signed memorandum of understanding (MoU). The MoU covers a range of initiatives, including business matching, familiarization trips (FAM), and the first chartered flight arrangements scheduled for 2025. Additionally, efforts to promote Cambodian products in China Duty Free shops were also discussed.
Anheng Sokpheak, president of the Cambodia Chinese Tour Guide Association (CCTGA), highlighted that while the influx of Chinese tourists has not yet returned to pre-pandemic levels, Chinese nationals remain crucial to Cambodia’s tourism recovery. He observed that, despite fewer direct flights from major Chinese cities to Siem Reap-Angkor International Airport (SAI), Chinese visitors are staying longer—averaging 5 to 8 days per trip, up from previous visits.
Sokpheak noted that itineraries for Chinese tourists now typically include both Phnom Penh and the Angkor temples in Siem Reap, and expressed hope for increased flight connectivity between China and Cambodia. “More direct flights will make travel easier and more accessible, allowing both countries’ tourists to travel together in larger numbers,” he said.
Khiev Thy, president of the Khmer Angkor Tour Guide Association (KATGA), also addressed the broader challenges facing Cambodia’s tourism sector, including the global economic slowdown. Nevertheless, he emphasized the importance of rising tourist arrivals, not only for creating jobs and generating income but also for reinforcing Cambodia’s status as a leading cultural and historical travel destination.
“As global economic conditions improve, we expect international travel to recover significantly, bringing much-needed income to Cambodia’s economy,” Thy said.
CTG, a state-owned enterprise established in 1923 and one of China’s largest tourism groups, plays a pivotal role in facilitating travel between China and Cambodia. The group’s subsidiaries are key players in promoting Cambodian tourism, particularly through duty-free retail outlets in Hong Kong.
The Cambodian Ministry of Tourism reported that from January to October 2024, the country welcomed 5.37 million foreign visitors, a 22% increase over the same period in 2023. Among these, 691,736 were from Mainland China, marking a 52.5% rise compared to the previous year. Tourist arrivals from Hong Kong and Macau also saw impressive growth, with visitors from Hong Kong up by 197.7% and those from Macau increasing by 600%.
Despite the challenges posed by the pandemic and global uncertainties, Cambodia’s tourism sector is optimistic about the future. The government is committed to further strengthening ties with China, anticipating that the influx of tourists will not only stimulate economic growth but also position Cambodia as a key destination in the region’s tourism market.
Key Points:
Cambodia is prioritizing the influx of Chinese tourists, focusing on Hong Kong and Macau visitors.
Ministerial discussions with China Tourism Group resulted in new agreements to enhance travel packages and promotional campaigns.
Direct flight connectivity, business matching, and FAM trips are central to the plans for boosting tourist numbers.
Cambodia has seen a significant rise in tourist arrivals in 2024, with Chinese visitors showing the strongest growth.
This strategic push, in partnership with major tourism organizations like CTG, marks a renewed effort by Cambodia to recapture the thriving Chinese tourism market that once played a pivotal role in the country’s tourism industry.
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