Etihad Airways and the Cambodia Tourism Board (CTB) recently signed a joint marketing agreement during World Travel Market in London. Each side plans to contribute US$60,000, for a total of US$120,000, to promote Cambodia in the United Kingdom, Germany and Italy, attract more European visitors and encourage longer stays.
Under the agreement, the two organisations will work on joint marketing, destination promotion and engagement with the travel trade. They will use Etihad’s global route network to showcase Cambodia’s cultural heritage and diverse tourism attractions in European markets.
CTB Chief Executive Officer Kim Minea said the campaign would look beyond the Angkor temples to introduce European visitors to Phnom Penh’s city life and food, as well as the beaches and islands along Cambodia’s southern coast, encouraging them to explore more destinations.
Etihad said it had continued to expand its presence in Cambodia since launching flights to Phnom Penh. Its codeshare partnership with Air Cambodia makes it easier for passengers to travel onwards to Siem Reap to visit the Angkor temples.
Etihad launched direct flights between Abu Dhabi and Phnom Penh on 3 October 2025, operated by an Airbus A321LR. In April 2026, Etihad also launched a codeshare partnership with Air Cambodia, allowing passengers to book connecting journeys from Phnom Penh to Siem Reap on one ticket and have their baggage checked through to their final destination.
The US$120,000 joint campaign is expected to further raise Cambodia’s profile in the European tourism market.
