GIZ ICONE Unveils Comprehensive Insights into Cambodia's Evolving Tourism Landscape
GIZ ICONE (Innovate to Compete) has released its latest publication, ‘Cambodia's Tourism Insights Study 2024’, providing an in-depth look at current trends and future directions in the country’s vital tourism sector. The study was released in late May 2025, a result of extensive research, including a survey conducted from January 9 to April 23, 2025, that engaged 818 tourists across key locations in Siem Reap.
The study underscores a pivotal call to action, advocating for enhanced regional integration within touristic circuits, the cultivation of enabling business environments, and a concerted effort to refine Cambodia's destination image and perception on the global stage. These strategic pillars are identified as crucial for sustaining and accelerating the growth of Cambodian tourism.
Key findings from the "Cambodia's Tourism Insights Study 2024" illuminate various facets of tourist behavior and preferences. The research reveals that couples constitute the largest segment of visitors, frequently traveling in parties of two. A significant portion of tourists fall within the 21 to 40 age bracket, with primary source markets being the UK, France, and the US. Intriguingly, the average daily travel budget for many visitors, excluding flights and accommodation, ranges from USD 25-49.
The study provides valuable insights into travel planning and booking behaviors. It highlights that the vast majority of tourists perceive Cambodia as a safe destination. Online reviews, particularly on platforms like TripAdvisor, wield significant influence over their decisions. Angkor Wat remains the foremost attraction drawing visitors to Cambodia.
A notable trend observed is that most tourists prefer to arrange their trips independently and frequently combine their visit to Cambodia with other countries in the region, such as Thailand and Vietnam. Booking patterns indicate a growing preference for short-term and spontaneous arrangements, with tours and activities often being finalised upon arrival through local accommodations or online platforms. Pricing, itinerary flexibility, authentic local interactions, online reviews, and group size emerge as critical considerations for booking activities.
Regarding arrival and stay dynamics, the study indicates that air travel is the predominant mode of entry, with electronic visas and visas on arrival being the most common methods. Local hotels are the preferred accommodation choice for the majority of visitors. Beyond Siem Reap, popular destinations include Phnom Penh, Tonle Sap, and Koh Rong. A strong sense of safety pervades tourists' experiences in Cambodia, with Siem Reap and Battambang generally perceived as more secure than Phnom Penh and Sihanoukville. Cultural exploration remains the primary interest, followed closely by nature, outdoor activities, adventure, and historical sites.
Building upon these findings, GIZ ICONE has put forth actionable recommendations. These include fostering closer collaboration with neighboring countries to develop and market regional tourism products, alongside continued engagement in cross-border initiatives like the Mekong Tourism Forum.
Furthermore, the study advocates for the professionalisation of business processes and enhanced innovation capacity among tourism entrepreneurs, encouraging businesses to register to gain access to vital networks and resources.
Central to the recommendations is the strategic reshaping of Cambodia's tourism image beyond its iconic temples, promoting it as a year-round destination that prioritises safety and fosters inclusive tourism development encompassing its rich culture, history, natural beauty, and burgeoning gastronomic scene. Protecting Cambodia's natural assets for sustainable tourism is also emphasised.
This comprehensive study by GIZ ICONE serves as an invaluable resource for policymakers, tourism operators, and stakeholders committed to fostering a vibrant and sustainable tourism industry in Cambodia.
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