Cambodia’s Road to Tourism Recovery: Why Niche Travel May Still Hold the Key to a Sustainable Future
When I wrote about Cambodia’s tourism sector in 2023, I went out on a whim to explore what I thought would turn a negative – COVID – into a positive – diversified tourism. Fast forward 3 years with the tourism sector on the path to recovery, there’s still a long way to go. But, I thought I’d revisit this subject and discuss where ‘niche tourism’ stands today and what it offers Cambodia’s key sector in its continued recovery.
It’s important to start by saying that while international arrivals have increased significantly since the borders reopened, the industry has yet to fully rebound. The loss of key markets, shifting traveler priorities, and ongoing economic challenges have meant that Cambodia’s tourism sector is still finding its footing.
However, one promising avenue for long-term sustainability is niche tourism—a sector that focuses on quality over quantity, attracting visitors who seek meaningful, immersive experiences while spreading economic benefits to communities beyond Siem Reap and Phnom Penh.
Rather than relying on mass tourism, which has proven fragile in times of crisis, Cambodia is increasingly looking toward eco-tourism, cultural heritage tourism, adventure travel, wellness retreats, and food tourism to shape its future. While challenges remain, these specialized travel experiences offer hope for a more resilient and diversified industry.
The Reality of Cambodia’s Post-Pandemic Tourism Recovery
Before the pandemic, Cambodia’s tourism sector was growing at a record pace, with over 6.6 million international visitors in 2019. The country was heavily reliant on large tour groups from China, South Korea, and Vietnam, as well as budget-conscious backpackers.
Fast forward to 2025, and things look very different. While international arrivals have slowly climbed past 5 million, the full recovery of mass tourism remains uncertain. Several factors have contributed to this:
- Chinese tourism has not rebounded at pre-pandemic levels, with fewer large tour groups.
- Economic downturns and rising travel costs have affected visitor numbers from Europe and North America.
- Cambodia faces strong regional competition, particularly from Thailand and Vietnam, which offer more developed tourism infrastructure.
- Domestic tourism helped sustain the sector during the pandemic, but it is not enough to replace international arrivals.
Despite these challenges, there’s an opportunity to rebuild tourism in a way that is more sustainable, diverse, and beneficial to local communities—and this is where niche tourism comes in.
Why Niche Tourism is Cambodia’s Best Bet for a Stronger Future
Instead of focusing purely on numbers, Cambodia’s tourism stakeholders are recognizing the value of attracting travelers who spend more, stay longer, and actively seek out unique experiences.
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These niche travelers are not just here to check Angkor Wat off their bucket list—they want to explore beyond the main attractions, immerse themselves in local culture, and support sustainable businesses.
Here’s how niche tourism is shaping Cambodia’s future:
1. Eco-Tourism: Protecting Nature While Boosting Rural Economies
Cambodia’s lush forests, wildlife sanctuaries, and remote islands make it an ideal destination for eco-tourism. Post-pandemic, demand for sustainable travel has surged, with more travelers prioritizing experiences that support conservation efforts and local communities.
Key eco-tourism hotspots include:
Mondulkiri & Ratanakiri – Home to indigenous communities, elephant sanctuaries, and lush jungles perfect for trekking.
Koh Kong & the Cardamom Mountains – Featuring eco-lodges, jungle river kayaking, and one of Southeast Asia’s largest remaining rainforests.
The Mekong River & Stung Treng – Where visitors can spot rare Irrawaddy dolphins and support conservation efforts.
While eco-tourism has immense potential, it still faces challenges such as deforestation, illegal wildlife trade, and lack of investment in infrastructure. With the right policies and partnerships, it could become a key driver of sustainable growth.
2. Adventure Tourism: A Market with Huge Untapped Potential
Adventure tourism has seen steady growth in Cambodia, with an increasing number of travelers seeking outdoor thrills beyond temple tours.
Dirt biking across Cambodia’s countryside is becoming a major draw for thrill-seekers.
Kayaking through the floating forests of the Tonle Sap offers a unique look at Cambodia’s ecosystem.
Scuba diving in Koh Rong and Koh Sdach is improving, but still needs more infrastructure investment.
Rock climbing and caving in Kampot and Battambang is slowly gaining attention.
Unlike Thailand and Vietnam, Cambodia has not yet fully tapped into its adventure tourism potential. With better marketing and investment, this niche could become a major draw for younger, experience-driven travelers.
3. Cultural & Heritage Tourism: A Rising Star Beyond Angkor Wat
While Angkor Wat remains Cambodia’s biggest tourism attraction, heritage-focused tourism is expanding as travelers seek deeper connections with the country’s history and traditions.
Sambor Prei Kuk – A UNESCO-listed pre-Angkorian temple complex in Kampong Thom.
Phare Ponleu Selpak (Battambang) – A social enterprise circus that showcases Cambodian performing arts.
Khmer Craft Villages – Traditional weaving, pottery, and silk-making workshops are seeing growing interest.
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By developing heritage trails, cultural homestays, and interactive experiences, Cambodia can spread tourism beyond Siem Reap and into lesser-known provinces.
4. Wellness & Spiritual Tourism: A Post-Pandemic Trend Gaining Ground
Post-pandemic, more travelers are prioritizing well-being, mindfulness, and relaxation—and Cambodia is well-positioned to tap into this trend.
Yoga retreats in Siem Reap and Kampot are attracting more long-term travelers.
Traditional Khmer healing therapies are being integrated into luxury resorts.
Nature-based wellness escapes are growing, particularly in eco-lodges and farm stays.
While wellness tourism is still a small segment, it has huge potential if marketed correctly to international travelers.
5. Food Tourism: Cambodia’s Culinary Scene Steps into the Spotlight
Cambodian cuisine is finally getting the recognition it deserves, with growing international interest in Khmer flavors.
🍲 Fine-dining Khmer cuisine (e.g., Embassy Restaurant in Siem Reap) is drawing global foodies.
🌶️ Food tours in Phnom Penh & Battambang are highlighting Cambodia’s diverse flavors.
🥘 Cooking classes & farm-to-table experiences are growing in popularity.
By promoting culinary tourism, Cambodia can attract a new type of visitor—one eager to explore the country through its food.
The Road Ahead: Challenges & Opportunities
Cambodia’s tourism industry is far from fully recovered, but niche tourism offers a path toward long-term sustainability. To truly rebuild stronger, the country needs:
✅ More investment in eco-tourism infrastructure
✅ Better marketing of adventure & cultural tourism
✅ Policies that support sustainable development
✅ Strong partnerships between the private sector, government, and local communities
While mass tourism may take longer to return, Cambodia’s shift toward specialized travel experiences is a positive step forward. By focusing on authenticity, sustainability, and quality tourism, the country can create a more resilient tourism industry that benefits both visitors and local communities.
The Future of Travel in Cambodia is Niche
Cambodia’s post-pandemic tourism industry is still finding its footing, but one thing is clear—niche tourism is the future. Whether it’s eco-adventures in the jungle, cultural deep dives into Khmer heritage, or culinary experiences that tantalize the taste buds, the Kingdom has so much more to offer beyond Angkor Wat.
For travelers looking for something different, something meaningful, Cambodia remains one of Southeast Asia’s most rewarding destinations—a place where adventure, culture, and sustainability come together.
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Author: Tom Starkey
Tom Starkey is an International Development graduate from Sussex University with 12-years of experience across 4 continents, Tom's goal is that he wants to showcase his love for Cambodia, where he lives, works and now happily calls home.
