Cambodia is increasingly looking at promoting as a stand-alone destination, turning its back as an extension of a stay in Vietnam and particularly in Thailand, due to strained relations with the latter.
The Cambodia Tourism Board is then looking at new partnerships. It just signed a nine-month memorandum of understanding with Singapore Airlines to stimulate travel demand between Cambodia and France, Singapore and Australia.
The MoU was signed by Rachel Tan, Vice President Brand and Marketing at SIA, and Minea Kim, head of the CTB, in the presence of Huot Hak, Cambodia Minister of Toruism and Strahan Lim, First Secretary, Singapore Embassy in Cambodia.
Under the agreement, SIA and the CTB will jointly invest $140,000 in initiatives including co-branded marketing campaigns in key markets and familiarization trips for leading media and influencers from France, Australia, and Singapore. Both parties also plan to expand promotional efforts into additional markets such as India over the longer term.
Vinod Kannan, Senior Vice-President sales and marketing of Singapore Airlines said the partnership reflects a shared commitment to growing tourism flows across the region. “Through joint campaigns and promotions, we will showcase Cambodia’s rich cultural heritage and diverse attractions, while offering travelers seamless access through SIA’s global network.”
Minea Kim added the collaboration highlights strong confidence in Cambodia’s long-term tourism potential. He said the country offers a wide range of experiences, from world-renowned heritage sites to a fast-emerging creative capital, alongside coastal and eco-tourism destinations. The partnership also aims to reposition Cambodia as a vibrant, welcoming destination for today’s international travelers.
Singapore Airlines offers in its summer timetable up to 21 weekly flights to Phnom Penh and up to 14 weekly frequencies to Siem Reap/Angkor.
