Etihad Airways and the Cambodia Tourism Board have signed a joint marketing agreement worth US$120,000 to attract more international visitors to Cambodia and strengthen the country’s presence in key European travel markets. The agreement was signed during World Travel Market (WTM) London 2026, bringing together the airline’s international connectivity and Cambodia’s destination-promotion strategy. The collaboration is designed to combine improved travel access with targeted promotional activities to generate greater interest in Cambodia.
Under the partnership, both organisations will invest US$60,000 each in a campaign targeting travellers in the United Kingdom, Germany and Italy. The initiative aims to raise awareness of Cambodia as a leisure destination, encourage longer visitor stays and promote experiences beyond the country’s internationally recognised Angkor temples. It will also highlight the country’s cultural diversity, urban attractions and coastal destinations to reach a wider range of European holidaymakers.
$120,000 Campaign Targets Three European Markets
The agreement establishes a framework for Etihad Airways and the Cambodia Tourism Board to collaborate on joint marketing, destination promotion and engagement with the travel trade. Their campaign will showcase Cambodia’s cultural heritage, cities, coastal attractions and diverse visitor experiences throughout the year. Through coordinated promotional activities, the partners aim to strengthen the country’s visibility among travellers considering holidays in Southeast Asia.
Phnom Penh, Angkor Wat, southern beaches and islands will feature among the destinations promoted to European travellers. The campaign also seeks to encourage visitors to explore more of Cambodia rather than limiting their trips to established attractions, helping distribute tourism benefits across different regions. The initiative is expected to present Cambodia as a destination offering a combination of history, food, nature, beaches and cultural experiences.
Etihad Strengthens Air Connectivity to Cambodia
Etihad Airways launched direct flights between Abu Dhabi and Phnom Penh on October 3, 2025, creating a new connection between the capitals of the United Arab Emirates and Cambodia. The route links Cambodia with destinations across the airline’s international network through its Abu Dhabi hub, supporting both leisure and business travel. This connection provides international passengers with additional options for reaching Cambodia from markets served by Etihad.
The service operates using Etihad’s Airbus A321LR aircraft, which accommodates passengers across First, Business and Economy cabins. The aircraft features two private First Suites, 14 Business Class seats and 144 Economy seats, alongside onboard entertainment and connectivity facilities designed to improve the passenger experience. Its cabin configuration offers different travel options for passengers visiting Cambodia for holidays, business or onward connections.
Air Cambodia Partnership Opens Access to Siem Reap
Etihad further expanded its Cambodian network in April 2026 through a codeshare partnership with Air Cambodia. The arrangement allows Etihad passengers to book connecting journeys to Siem Reap through Phnom Penh on a single ticket, with baggage checked through to their final destination. This cooperation simplifies onward travel and reduces the need for passengers to arrange separate bookings for the connecting sector.
The partnership makes it easier for international visitors to reach Angkor Wat, a major attraction in Cambodia’s Siem Reap region, while continuing their journeys to other parts of the country. Air Cambodia passengers can also book Etihad-operated flights between Phnom Penh and Abu Dhabi, strengthening travel options between Cambodia and the airline’s wider network. Improved connections are expected to support multi-destination itineraries and make it more convenient for travellers to experience Cambodia’s cultural and natural attractions.
Tourism Promotion and Connectivity Drive Longer Stays
Aysha Al Kaabi, Vice President of Commercial Enablement and Engagement at Etihad Airways, said the tourism-board agreement builds on the airline’s growing presence in Cambodia and its existing cooperation with Air Cambodia. She highlighted the importance of combining improved accessibility with destination marketing to encourage more travellers to discover the country. She also noted that the partnership represents a further step in connecting Cambodia’s tourism potential with Etihad’s international passenger network.
Kim Minea, Chief Executive Officer of the Cambodia Tourism Board, said the partnership aims to give international visitors more reasons to choose Cambodia and extend their stays. By combining the country’s tourism attractions with Etihad’s international reach, the two organisations expect to strengthen Cambodia’s appeal in European markets and support its broader tourism ambitions. The campaign will encourage travellers to look beyond individual landmarks and discover the wider range of experiences available across the country.
