CTB and Trip.com Agree to Pause Advertising Collaboration
The Cambodia Tourism Board and Trip.com have mutually decided to suspend their planned tourism advertising activities across Trip.com Group affiliated platforms until a more appropriate time, according to an official statement released by CTB on Friday. The cooperation was narrowly defined and focused exclusively on tourism promotion, scheduled to run from September 1, 2025, to March 31, 2026. This initiative formed part of Cambodia contribution to the Cambodia China Tourism Year, a joint designation announced by leaders of both countries on April 17, 2025. Authorities have stressed that this pause should be understood as a timing adjustment rather than a policy shift, with Cambodia continuing to be prominently featured on Trip.com platforms where Chinese travelers actively explore Cambodian destinations.
Promotional Scope and Data Protection Assurance
CTB underscored that the agreement with Trip.com was strictly promotional and carried no involvement in personal data handling. The board provided a clear assurance in its statement, saying, “CTB confirms that, under this agreement or any other form of cooperation, it has not requested, received, accessed, stored, processed, or shared any personal data relating to tourists.” This clarification reinforces CTB commitment to responsible and transparent tourism promotion while safeguarding traveler privacy. The board reiterated its broader mission to present Cambodia as a safe, secure, and welcoming destination for international visitors.
Industry Perspective on a Routine Business Adjustment
Tourism industry insiders have played down concerns surrounding the suspension, framing it as a normal business practice rather than a signal of weakened ties with the Chinese market. A stakeholder who requested anonymity explained, “Advertising deals are frequently reviewed and changes are made,” adding, “It’s a separate affair, and tourism, mainly from China, will continue to come to the Kingdom using Trip.com platforms.” This perspective highlights that digital travel platforms remain a key channel for Chinese tourists planning trips to Cambodia, regardless of short term promotional adjustments.
Chinese Tourism as a Pillar of Economic Recovery
Chinese visitors continue to be central to Cambodia tourism recovery and long term growth strategy, particularly in the post Covid 19 landscape. Their return has been widely viewed as essential for reviving economic activity, sustaining jobs, and generating income across hotels, restaurants, retail outlets, and local service providers. In 2025, China ranked as Cambodia second largest source of international visitors after Vietnam. During the first eleven months of the year, more than 1.1 million Chinese tourists arrived in the Kingdom, reflecting a 43.5 percent increase compared to the same period in 2024 and accounting for roughly 21 percent of total international arrivals.
Momentum Toward Pre Pandemic Levels and Future Targets
The latest figures indicate a steady recovery toward pre pandemic tourism levels. In 2019, China was Cambodia largest source market, contributing around 2.3 million visitors or nearly one third of all international arrivals. To build on renewed momentum, Cambodia has designated 2025 as the Cambodia China Tourism Year, setting an ambitious goal of attracting more than two million Chinese tourists. The Royal Government has introduced supportive measures including improved hospitality services, targeted marketing initiatives, and visitor friendly policies such as permitting the use of the Chinese renminbi in tourism related businesses.
Conclusion
Despite the temporary suspension of the advertising campaign with Trip.com, confidence remains strong among officials and industry stakeholders that Cambodia appeal to Chinese travelers will continue to grow. The pause reflects a strategic recalibration rather than a retreat, with solid fundamentals underpinning tourism demand from China. Supported by government initiatives, private sector readiness, and sustained interest from Chinese travelers, Cambodia tourism sector is well positioned to strengthen its recovery and advance toward its long term growth objectives.