Cambodia and the Future of Global Tourism: Insights from the DestinationNEXT 2025 Study

The newly released DestinationNEXT 2025 Futures Study provides a roadmap for how destinations can thrive in a rapidly changing industry. For Cambodia, the findings resonate strongly with the country’s ambitions to diversify, innovate, and position itself as a destination not only to visit, but also to live and work in.

Authentic Experiences Matter

One of the report’s central conclusions is that “authenticity is more valuable than ever, as travelers seek real, human-centered experiences and stories they can trust” . Cambodia is uniquely positioned here: from Khmer cuisine and traditional crafts to rural eco-tourism and spiritual heritage, the country offers genuine encounters that global travelers are seeking.

The Sustainability Imperative

Sustainability is no longer a trend but a necessity. The study highlights that “across the globe, destination organizations are grappling with a growing imperative: to build a visitor economy that delivers economic, social, and environmental value—not just now, but for the long term” .

This mirrors Cambodia’s reality. According to the Ministry of Tourism’s July 2025 report (as summarized by Perplexity), domestic visitation surged 81.5% year-on-year, even as international arrivals fell nearly 40% year-on-year to 347,492. International travel patterns remain volatile, but Cambodians themselves are exploring their country in record numbers — an opportunity to strengthen sustainable domestic tourism and broaden the visitor economy.

Events as Catalysts

The Futures Study also urges destinations to “increase use of incentives to attract business events, cultural events and/or sports tourism” . Cambodia has already shown its potential through the SEA Games 2023 and the rapid growth of lifestyle and cultural events. Expanding on this momentum could provide resilience, diversify tourism, and strengthen Cambodia’s global identity.

Tom Starkey, Founder of Cambodia Lifestyle, believes events are key:

“Events and video are crucial for showcasing Cambodia to the world in a real way that builds trust. Connecting the dots between tourism experiences is beneficial, but it can be difficult to attract both expats and domestic audiences on the same platforms. That’s why collaboration is essential — people must work together to share and add value to each other’s networks across the Kingdom.”

Technology and AI

Technology is reshaping how travelers discover destinations. The study notes: “Generative AI is enabling destination organizations to meet these demands more efficiently and at greater scale… whether it’s brainstorming itineraries, enhancing creative workflows, or rapidly producing multilingual content” .

For Cambodia, embracing AI could mean tailored itineraries, better storytelling, and reaching international travelers in their own languages, while also amplifying local voices and small businesses.

Cambodia’s Path Forward

The DestinationNEXT 2025 Futures Study concludes with a call to action: “Destination organizations must evolve—not incrementally, but fundamentally” . For Cambodia, this means leaning into its cultural authenticity, eco-tourism opportunities, and events sector, while also innovating with technology and collaboration.

As international arrivals fluctuate but domestic tourism grows, Cambodia has the chance to stand out globally as a country that is not only welcoming, but future-ready.

	Cambodia
	https://www.cambodialifestyle.com
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