Siem Reap Tourism Revival Needs More Than Discounts, Experts Say

Cambodia’s tourism industry is calling for a broader recovery strategy for Siem Reap, with business leaders arguing that discount campaigns alone will not be enough to restore international visitor arrivals as the province continues to face one of its weakest tourism periods in recent years. The Ministry of Tourism recently launched the pilot “2026 Siem Reap Tourism Service Mega Sale” under its green season campaign, offering discounts of between 10% and 50% on accommodation and tourism services at participating three- to five-star establishments through the Cambodia Wonder platform. While the initiative has been welcomed as a positive short-term measure, industry stakeholders say Cambodia’s recovery will depend on rebuilding international demand through stronger destination marketing, improved airline connectivity and a coordinated national tourism promotion strategy. Former Cambodia Tourism Federation Vice President Peter Brongers, who has more than 30 years of experience in Southeast Asia’s tourism industry, highlighted in local media that Siem Reap is already competitively priced and that significant hotel discounting risks shifting the destination toward high-volume tourism rather than the higher-value visitor market Cambodia has been seeking to develop. Greater Investment In International Destination Marketing Instead, the business community is advocating for greater investment in international destination marketing, broader tourism incentives and measures that improve Cambodia’s overall competitiveness. Suggestions include extending promotional offers beyond hotels to attractions such as the Angkor Pass, Phnom Kulen National Park and Tonle Sap Lake, while allocating part of Cambodia’s tourist visa revenue to fund sustained international marketing campaigns that raise awareness in key overseas markets. Business leaders also believe restoring international air connectivity should become a priority, proposing temporary waivers of airport landing and parking fees for airlines launching new or seasonal services to Siem Reap as a way to encourage carriers to rebuild routes. They argue that improving Cambodia’s international image and expanding global market access would deliver a more sustainable recovery than accommodation discounts alone, with the private sector ready to contribute to future destination marketing initiatives. Tourism Industry Faces Sharp Downturn The renewed push comes as Cambodia’s tourism sector continues to experience significant headwinds. According to the National Bank of Cambodia, international visitor arrivals declined 47.9% year-on-year to nearly 1.8 million during the first half of 2026, down from almost 3.4 million during the same period last year. The central bank attributed the decline to the Cambodia-Thailand border conflict, reputational challenges linked to online scam operations and weaker global travel demand resulting from conflict in the Middle East. The slowdown has also affected Cambodia’s flagship tourism attraction, with Angkor Pass ticket sales generating US$20.3 million during the first seven months of 2026, a 29% decline compared with the same period last year. Green Season Promotion Expands The mega sale campaign, which began on August 1, forms part of the Ministry of Tourism’s broader green season strategy aimed at encouraging travel between May and October, when cooler temperatures, lush landscapes and fewer crowds provide a different visitor experience. Provincial tourism departments have been encouraged to expand promotion of local accommodation, food, attractions and community tourism experiences while organising additional events to stimulate visitor demand. The Ministry is also working with Cambodian embassies overseas to promote green season tourism products internationally, while the Cambodia Tourism Board (CTB) continues implementing its integrated international marketing strategy focused on strengthening Cambodia’s presence in key source markets, engaging the travel trade and modernising perceptions of the Kingdom as a premium tourism destination. Industry stakeholders say combining destination marketing, aviation incentives and coordinated public-private collaboration will be critical if Siem Reap is to achieve a sustained recovery in international tourism.