Etihad Airways and the Cambodia Tourism Board have signed a joint marketing agreement aimed at driving more leisure travel to Cambodia through the airline’s global network. The deal was formalised at World Travel Market in London.
The centrepiece of the partnership is a US$120,000 marketing campaign, split equally between the two parties, targeting travellers in the UK, Germany and Italy. The campaign is designed to position Cambodia as a broader destination, moving beyond the country’s association with Angkor Wat to include Phnom Penh’s food and cultural scene, as well as the beaches and islands of its southern coast.
Kim Minea, CEO of the Cambodia Tourism Board, said: “Etihad’s flights to Phnom Penh make Cambodia easier to reach, but our ambition is to give more travellers a reason to choose Cambodia and stay longer. By combining what Cambodia has to offer with Etihad’s reach in these markets, we hope to inspire more European travellers to make Cambodia their holiday destination, explore more of the country and stay longer.”
Etihad launched direct service between Abu Dhabi and Phnom Penh on 3 October 2025, operated by its A321LR. The route connects Cambodia into the airline’s wider network via Abu Dhabi. In April 2026, the airline added a codeshare with Air Cambodia, allowing passengers to book onward travel to Siem Reap on a single ticket with through-checked baggage.
Aysha Al Kaabi, VP Commercial Enablement and Engagement at Etihad, said the tourism board agreement represents the next phase of the airline’s Cambodia strategy. “Working with the Cambodia Tourism Board is the next step: combining that connectivity with compelling reasons to visit, inspiring more travellers to discover Cambodia and supporting its tourism ambitions.”
The agreement covers joint marketing, destination promotion and engagement with travel trade partners, with both organisations aiming to raise Cambodia’s profile as a leisure destination among European outbound travellers.
