‘Cultural immersion boosting Cambodia’s luxury tourism’

Cambodian artistes perform a traditional dance in Phnom Penh. The country has emerged as one of the top destinations for cultural tourism. Ministry of Arts and Culture

Synopsis: The Kingdom is also one of the most preferred destinations for ‘venture travelists’ and ‘luxury travellers seeking timeless adventures’.

Cultural immersion is benefitting Cambodia’s luxury tourism segment amid a paradigm shift in global luxury travel spending, a study released on Wednesday by luxury hospitality pioneer Marriott International has found.

Cultural immersion in tourism refers to promoting tourism by offering platforms to travellers to experience and appreciate local culture alongside encouraging responsible tourism practices.

It transforms tourists from passive observers to active participants, leading to more meaningful and memorable journeys while also benefitting local communities and promoting cultural preservation.

According to the study, Cambodia was listed among the new destinations that are drawing huge interest from the part of Ultra High Net Worth (UHNW) and High Net Worth (HNW) travellers.

The country was also one of the most preferred destinations for ‘venture travelists’ and ‘luxury travellers seeking timeless adventures’.

“This shift in travel preferences reflects the growing importance of authenticity and cultural immersion. As travellers seek deeper connections with the places they visit, these emerging destinations offer the opportunity for new and unique cultural interactions,” the study said.

“Today’s luxury travellers are booking fewer trips, but with greater depth and purpose. The average length of a short stay has increased from three to four nights, and itineraries are now being planned with greater deliberation.

“Over 90 percent of travellers expect a personalised travel experience, with more than 60 percent plan every detail of their trip ahead of time. Longer trips are typically booked two-three months in advance, while short trips are locked in one-two months ahead of departure.

“While gastronomy has long been a dominant driver of luxury travel, the appeal of nature-driven experiences is on the rise. Countryside getaways are increasingly gaining traction, with 28 percent of HNW travellers planning rural escapes, a marked increase from 19 percent last year.

“In addition, 30 percent of travellers are now booking wildlife safaris, and over 92 percent of affluent travelers now state that being close to nature is a key priority, reflecting the growing demand for immersive outdoor experiences.”

Oriol Montal, Regional Vice President of Luxury, Asia Pacific excluding China, Marriott International, said: “Luxury travellers are now more intentional than ever before. They are seeking journeys that align with their values, enhance their wellbeing, and deliver profound personal meaning.”

Cambodia was previously crowned the leading cultural destination in Asia by the World Travel Awards.

The Kingdom has welcomed almost three million foreign tourists in the first five months of this year, up 11.7 percent compared to the same period last year, according to the latest reports.

The Ministry of Tourism has set an ambitious target of attracting more than seven million international tourists in 2025.

“The ministry has set a strategic plan in targeting to attract up to 7.2 million or 7.5 million foreign tourists in 2025,” Huot Hak, Minister of Tourism, said earlier.

He said the ministry will prioritise key tasks, including developing a detailed action plan, ensuring the plan is carried out effectively and responsibly, and continuously monitoring and assessing tourist arrivals, with the ambition to attract more foreign tourists to Cambodia.

He added that the ministry aims to eliminate the traditional “low season” in Cambodia and strives to maintain a consistent high influx of tourists year-round.

The Kingdom experiences distinct tourism seasons — a low season from April to September and a high season from October to March.

The Royal Government has instructed relevant ministries and institutions to improve and streamline procedures for issuing visas through the e-Visa and e-Arrival systems into a single ecosystem with an aim to provide convenience to travellers and tourists coming to Cambodia.