Cambodian tourism aims for growth at S Reap event
THE private sector in Cambodia’s tourism industry anticipates that the “2024 China-Cambodia Year of People-to-People Exchange” event, scheduled for this weekend in Siem Reap province, will play a crucial role in promoting and attracting more Chinese and foreign tourists.
A January 5 letter from the Ministry of Tourism highlighted its collaborative effort with the Ministry of Culture and Fine Arts, the Chinese embassy in Phnom Penh and other relevant institutions to organise the opening ceremony of the initiative.
The event aims to enhance Cambodia-China friendly relations and to signal the Kingdom’s readiness to welcome Chinese visitors to the country, known for its rich and warm tourist destinations.
The ceremony is scheduled to take place at the Terrace of the Elephants within the Angkor Archaelogical Park on January 13.
Chinese tourist numbers remain modest
Anheng Sokpheak, president of the Cambodia Chinese Tour Guide Association (CCTGA), told The Post on January 11 that the current number of foreign tourists, including Chinese, visiting the country has risen compared to the past three years.
However, he said that when contrasted with figures prior to 2020, there is still a significant difference.
He attributed the modest influx of Chinese tourists to two key factors: China’s economic growth challenges and the global economic situation, coupled with the absence of direct flights between major cities of the two countries.
He added that the upcoming event is anticipated to yield substantial benefits for the sector.
Sokpheak emphasised the gathering’s potential to draw more Chinese
tourists and investors.
“The … event will surely enhance the awareness among Chinese visitors about Cambodia’s tourist attractions, particularly the centuries-old temples in Siem Reap. I will be personally attending the event,” he said.
Following the function, he expects an increase in direct flights between major Chinese cities and Siem Reap. Currently, Phnom Penh International Airport (PNH) is still the main gateway that has seen a steady flow of Chinese tourists and investors.
Khieu Thy, president of the Khmer Angkor Tourist Guide Association (KATGA), said that despite the “ironclad” friendship between the two nations, and the encouragement from both governments for increased tourism and investment, the number of Chinese visitors remains relatively low compared to the pre-pandemic era.
He noted that many Chinese travellers prefer neighbouring countries, like
Thailand, due to their extensive range of services catering to Chinese guests, besides important historical sites.
“The … event in Siem Reap will greatly assist in showcasing Cambodia’s rich historical, cultural, natural and resort attractions to foreign tourists, particularly those from China. We in the tourism industry wholeheartedly welcome and look forward to organising more such events,” he said.
Thy highlighted that, in addition to historical sites and ancient temples, the government and private sector should focus more on aspects like security, environment, cleanliness, shopping, souvenirs and night markets to enhance the tourist experience.
Thourn Sinan, chairman of the Pacific Asia Travel Association (PATA) Cambodia Chapter, said the initiative represents an important chance to bolster cultural and educational connections between the two nations.
He noted that effective promotion and genuine cross-cultural understanding from the event could potentially increase Chinese arrivals.
However, he acknowledged that the real impact on tourism would hinge on various elements, including bilateral agreements and the marketing strategies of both countries.
“Regarding the safety of Cambodia as a tourist destination for Chinese travellers, it’s important to note that Cambodia has been a popular destination for tourists from around the world, including China,” he said.
Sinan added that the Kingdom offers a wealth of history, breathtaking landscapes and unique cultural experiences.
The PATA chairman noted that Cambodia can be a safe and enriching destination for Chinese travellers, advising that, like any travel destination, it is crucial for visitors to be aware of local conditions and travel advisories.
Tourism boom and awards
According to data from the tourism ministry, the Kingdom welcomed nearly 4.92 million foreign visitors from January to November 2023, marking a 157% increase from the 1.91 million logged in the corresponding period of 2022.
Among these visitors, China ranked third, contributing 498,250 visitors (equivalent to 10.1% of the total), showing a 449.7% surge compared to the 90,648 in the same interval of 2022.
Nevertheless, the figure is modest when compared to the record-breaking year of 2019 – just before the pandemic – when Cambodia saw its highest number of foreign guests at 6.61 million, with China leading at 2.36 million.
Late last year, the website worldtravelawards.com announced that Cambodia had secured two accolades in the 2023 World Travel Awards, including being named Asia’s Leading Cultural Destination and Asia’s Leading Youth Travel Destination.
Most recently, the US-based New York Times, in its January 8 report, ranked the Kingdom’s Koh Ker temple complex, now a UNESCO World Heritage Site, 34th out of 52 global destinations recommended for tourists in 2024.