Issuu

ANGKOR PARK ENTRANCE TICKET ANALYSIS

JANUARY - FEBRUARY 2025 VS 2019

A Tourism Storyteller's Journey, by

enhanced by AI

Jacques Guichandut

This comparative analysis report examines the evolution of tourist arrivals in Cambodia during the periods of January and February 2019, compared to the same months in 2025. It is based on official data and sectoral indicators to assess industry dynamics and identify significant trends. This study aims to provide a decision-making framework for institutional and economic stakeholders by offering strategic recommendations tailored to the current challenges of Cambodia’s tourism development.

March 2025

KEY FACTORS

Overall Performance

Angkor Enterprise saw a 48.63% decrease in total entrance ticket sales in 2025 compared to 2019, with the sub - total of 17 major countries decreasing by 56.09% .

Positive/Resilient Trends

Indonesia, Laos, and India saw increases in Angkor entrance ticket sales, while France, Germany, and Spain had declines less than 10%.

Impact of Flight Distance

Countries with more than 4 - hour flights saw a 13.17% decline, while countries with less than 4 - hour flights saw a 74.45% decline, indicating the importance of proximity for ticket sales.

The analysis highlights the significant impact of the pandemic on Angkor Enterprise's ticket sales, with some countries showing more resilience and the importance of flight distance for tourist.

Tourism statistics across two years showcase visitor numbers, growth percentages, and revenue generated, painting a comprehensive picture of the industry's performance.

Overview of Tourism Data

PRESENT SITUATION

According to the data, several countries witnessed substantial decreases in total visitors during the specified timeframe, with China (-89.69%), Vietnam (- 50.63% ), and Thailand (-59.17%) showcasing the most pronounced declines.

Top Performing Countries Countries with Significant Declines

Overall Trends

The revenue of the 17 countries plummeted by 45.11% during the two periods, culminating in a staggering $10 Million decline in earnings.

Revenue Impact

The aggregate of the 17 nations indicates a substantial 56.09% decrease in overall visitors between the two intervals, whereas the cumulative total across all countries saw a 48.63% reduction. Notably, excluding China, Thailand, and Vietnam yields a significantly lower decline of only 16.65% .

REVENUE IMPACT

• Total Visits and Earnings

The total number of visits was 279,604 from January to February 2025, generating revenue of $13,168,398. In 2019, the total visits were 544,309, with a revenue of $23,990,375.

• Revenue impact

The decline in ticket sales resulted in a loss of $10.8 million in earnings.

• Shift in ticket type preferences

The share of 1 - day pass tickets decreased from 64% to 60%, while 3 - day pass tickets increased from 35% to 38% .

OVERALL TICKET SALES

TOP COUNTRIES: INCREASE AND SMALLER DROPS

-1,548

IMPACT OF FLIGHT DISTANCE

-13%

Countries with flights > 4 hours

-74%

Countries with flights < 4 hours

TICKET SALES

Enhancing Cambodia’s Social Media Tourism Strategy: A

Data-Driven Imperative

Recent analysis of ticket sales at Angkor Park underscores a sluggish recovery in Cambodia’s tourism sector, with figures for January-February 2025 still trailing 2019 levels by 48.63%. This downturn has resulted in an estimated revenue loss of $10.8 million over just two months, highlighting an urgent need for innovative marketing strategies. Given that 75% of travelers now select their destinations through social media platforms, Cambodia must prioritize targeted digital campaigns to revitalize its tourism industry and reshape its global image.

Persistent Revenue Shortfalls and Market Disparities

Despite some recovery, Cambodia’s tourism industry remains well below prepandemic levels. In January 2025, ticket revenue for Angkor Park reached nearly $7 million, reflecting a 30% increase from January 2024. However, this figure still falls significantly short of the 2019 benchmark when annual ticket sales exceeded $80.7 million. The broader economic impact has been stark—at the peak of the pandemic, Angkor Wat saw a staggering 99.5% drop in monthly revenue, plunging to just $29,368 in April 2020, compared to nearly $7 million in the same period the year before. Recovery patterns across key tourist markets reveal notable discrepancies. European visitors have demonstrated resilience, with France (-4.63%), Germany (-5.63%), and Spain (-6.27%) experiencing only marginal declines. In contrast, Cambodia's primary regional markets—Thailand (-59.17%) and Vietnam (-50.63%)— continue to struggle. Interestingly, data indicates that long-haul markets (flights exceeding four hours) have rebounded more robustly (-13.17%) than neighboring markets (-74.45%), suggesting inefficacies in Cambodia’s regional tourism outreach.

Analysis of the Decline in Regional Tourism Markets in Cambodia: Effective Communication Strategies for Recovery

The recent decline in visitors to Cambodian tourist sites, particularly the Angkor complex, signals a profound transformation in the regional tourism landscape. Recent data comparing January-February 2025 with 2019 reveals an alarming 74.45% decrease in visitors from countries less than 4 hours flight away, contrasting with only a 13.17% decline from more distant markets. This disparity highlights the urgent need to understand the specific reasons behind this regional decline to develop targeted communication strategies aimed at reconquering these essential markets for Cambodia's tourism economy.

Transformation of Regional Tourism Dynamics

The dramatic collapse of the Chinese market, with an 89.69% decrease between 2019 and 2025, represents one of the major challenges facing Cambodian tourism. This decline is accompanied by significant drops in other key markets such as Vietnam (50.63%) and Thailand (-59.17%)1. The situation is particularly concerning as these three countries traditionally represented a substantial share of visitors to Angkor.

Economic Factors and Transformation of Travel Behaviors

Sino-American trade tensions have significantly affected the purchasing power of the Chinese middle class, previously the main segment visiting Angkor. The regional economic recession has modified travel behaviors, pushing many travelers to favor closer and less expensive destinations. This economic reality has led to a transformation of tourism expectations and behaviors. In 2025, visitors, particularly those from regional markets, demonstrate increased price sensitivity and seek better value for money.

There is persistent financial caution in tourism consumption choices, with visitors using fewer hospitality industry services such as hotels, restaurants, and attractions.

Increased Regional Competition and Supply Issues

The intensification of regional competition constitutes another major explanatory factor for the decline in Asian markets in Cambodia. Neighboring countries, particularly Vietnam, have intensified their efforts to attract Chinese and South Korean tourists. Vietnam has successfully "cultivated a more geographically diverse tourism base, attracting significant shares of visitors Current challenges should be seen as an opportunity to reposition Cambodia on the regional tourism scene by diversifying its attractions and renewing its image. A comprehensive approach, rooted in a nuanced understanding of the reasons for the decline, forms the essential foundation for truly effective communication to bring back tourists from regional markets1.

Similarly, Thailand has maintained a significant flow of Chinese tourists, who represent "43% of its international arrivals"1, despite recent security concerns. This ability to preserve appeal for regional markets contrasts with Cambodia's performance, which has suffered a drastic fall in Chinese visitors.

The dramatic fall in regional tourism markets in Cambodia reflects a complex combination of economic, security, competitive, and structural factors. Understanding these root causes is essential for designing an effective communication strategy aimed at reconquering these vital markets.

Lessons from Regional Competitors

Cambodia’s slow recovery contrasts sharply with its regional neighbors. Vietnam, for example, has cultivated a more geographically diverse tourist base, drawing significant visitor shares from South Korea (27%), China (21%), the United States (8%), Taiwan (5%), and Japan (4%). Similarly, Thailand has sustained a strong influx of Chinese tourists—who account for 43% of its international arrivals—while Cambodia has suffered an 89.69% decline in Chinese visitors. Indonesia’s success, meanwhile, stems from its diversified tourism strategy, promoting ecotourism and cultural attractions beyond its flagship destinations.

Recognizing the need for revitalization, the Cambodian government has initiated programs such as the ‘Visit Siem Reap 2024’ campaign and established the Cambodia Tourism Marketing and Promotion Board (CTB). However, these efforts remain rooted in traditional marketing approaches.

While these institutional foundations are necessary, they may lack the digitalfirst approach required in today's tourism landscape. The CTB's focus on traditional marketing methods like FAM trips and travel fairs needs substantial enhancement with sophisticated social media strategies, particularly when 75% of potential visitors discover destinations through social platforms.

The Case for a Digital-First Approach

A strategic shift toward social media-driven tourism promotion is imperative. The rationale for this investment is threefold:

1.Evolving Visitor Demographics – The share of Cambodia’s traditional tourism markets has declined from 88% in 2019 to 75% in 2025, signaling a shift that necessitates new engagement strategies.

2.Targeting Resilient Markets – The strong performance of European long-haul travelers defies conventional recovery trends, presenting an opportunity for digital outreach tailored to these resilient audiences.

3.Competitive Positioning – Regional competitors like Thailand have effectively retained diverse visitor segments, particularly Chinese tourists, a demographic that Cambodia has struggled to recover.

A Strategic Roadmap for Social Media Tourism

To maximize the impact of its digital campaigns, Cambodia should implement the following strategies:

1.Integrated Marketing Communications – A unified messaging approach across social media, television, billboards, and print advertising can reinforce Cambodia’s tourism narrative, ensuring consistency and wider reach.

2.Platform-Specific Market Targeting –

1. Visually driven Instagram campaigns tailored to European travelers.

2. India-focused content emphasizing cultural and historical ties.

3. Accessibility-driven promotions for regional Asian markets.

3.Image Transformation via Digital Storytelling – A concerted effort to showcase Cambodia’s untapped tourism assets, including:

1. Natural landscapes such as the Cardamom Mountains and Bokor National Park.

2. Luxury accommodations, including the rebranded Shinta Mani Angkor and Bensley Collection Pool Villas.

3. Authentic cultural experiences that differentiate Cambodia from its regional competitors

A Digital Asset Development

– A centralized library of high-quality visuals and promotional content

1.Influencer Collaborations

– Strategic partnerships with travel influencers targeting key growth and resilient markets.

2. Market-Specific Content Teams

– Dedicated teams to tailor content for varying market segments based on data-driven insights.

3. Analytics and Performance Tracking

– Implementation of robust data systems to measure engagement and conversion rates, optimizing marketing investments.

Embracing a Digital Future

The $10.8 million revenue shortfall in early 2025 underscores the structural shifts affecting Cambodia’s tourism industry. Rather than waiting for prepandemic travel patterns to return, Cambodia must embrace social media as a primary channel to reach resilient long-haul markets, accelerate growth in promising markets like India, and revive interest from regional Asian visitors.

Through cohesive, data-driven social media campaigns that transform Cambodia's image from a single-attraction destination to a diverse cultural and natural paradise, it can accelerate tourism recovery and build longterm destination resilience.