Cambodia Tourism Board Launches Four-Pronged Global Marketing Strategy

The Cambodia Tourism Board (CTB) has rolled out an integrated international marketing strategy built around four core business channels aimed at increasing international visitor arrivals, strengthening industry partnerships and reshaping global perceptions of Cambodia as a tourism destination. According to CTB’s first and second-quarter reports, the strategy is structured around four pillars: Business-to-Customer (B2C), Business-to-Business (B2B), Business-to-Business-to-Customer (B2B2C), and Business-to-Government (B2G), with each channel targeting a different aspect of tourism promotion and market development. Business-to-Customer: Promoting Cambodia Directly to Global Travellers Under its B2C strategy, CTB is promoting Cambodia directly to international consumers through global media, digital marketing campaigns, influencers and film tourism initiatives designed to modernise perceptions of the Kingdom. During the first half of the year, CTB hosted representatives from 10 international media organisations, including Wanderlust, The Guardian UK and the South China Morning Post, alongside 20 content creators from Australia and India to generate destination-focused content for international audiences. CTB’s B2B strategy focuses on strengthening relationships with international travel agents, tour operators and tourism businesses through familiarisation (FAM) trips, trade exhibitions and overseas sales missions. Since March 2026, 145 international travel agents have been confirmed under the Board’s 500 Agent FAM Trip Program, which aims to bring overseas travel professionals to Cambodia to develop and market new tourism packages. The Board also participated in 17 international travel trade shows and six sales missions and roadshows across markets including Austria, Spain, Vietnam, Singapore, the Philippines, India, China and South Korea. The B2B2C channel seeks to convert marketing activity into visitor bookings through joint promotional campaigns with airlines and travel platforms. CTB has established partnerships with major international carriers including Singapore Airlines, AirAsia, EVA Air, Etihad Airways and Turkish Airlines to expand Cambodia’s visibility and encourage travel to the Kingdom. Business-to-Government: Building International Tourism Cooperation Through its B2G strategy, CTB is strengthening collaboration with foreign tourism authorities and international tourism organisations to support longer-term destination development and policy cooperation. The Board has also introduced three flagship initiatives to support international tourism growth: the 500 Agent FAM Trip Program, an Event Matching Grant that co-funds events capable of attracting overseas visitors, and a Film Location Scouting Program designed to encourage international film productions to consider Cambodia as a filming destination. CTB noted that while these initiatives are expected to strengthen Cambodia’s tourism competitiveness, their impact on visitor arrivals will take time to materialise. International travellers often book trips between three and nine months in advance, while travel agents participating in FAM trips require additional time to develop, market and sell Cambodia travel packages before arrivals increase. Industry stakeholders have welcomed the Board’s coordinated international marketing approach, viewing the multi-channel strategy as an important step toward raising Cambodia’s profile in key tourism markets and supporting long-term visitor growth.