Southeast Asia Information Port (www.dnyxxg.com) – The Cambodian National Tourism Authority (CTB) has officially launched a large-scale promotional program, the “2026 500 Agents Study Tour,” inviting 500 representatives from international travel agencies worldwide to Cambodia for on-site inspections from May to October 2026. The aim is to enhance Cambodia's international tourism destination brand image and improve its global marketing network.
This study tour will be conducted during Cambodia's “Green Season” (rainy season), when the local vegetation is lush, the natural scenery is excellent, tourist attractions are less crowded, and tourism-related services offer excellent value for money. CTB hopes to use this opportunity to allow international tourism professionals to experience the unique seasonal charm of Cambodia.
The study tour members will cover core source markets including Southeast Asia, China, India, Japan, South Korea, Russia, Europe, the Americas, and Oceania. Quotas will be allocated to each region according to quotas to ensure international representation and diversity among participants.
Kim Minea, CEO of the Cambodian National Tourism Authority, stated that enhancing international awareness is a core task of the authority, and promoting Cambodia is its core mission. Beyond traditional methods like media promotion and digital marketing, empowering global travel agencies to create high-quality Cambodian tourism itineraries is crucial. This study tour will showcase Cambodia's diverse tourism potential beyond Angkor Wat to the industry.
Kim Minea added that Cambodia is promoting a diversified transformation of its tourism industry. The study tour will cover beach resorts, cultural heritage, urban life, nature exploration, local cuisine, and community tourism. This is also a key strategic measure for Cambodia to revitalize its tourism industry, attract high-spending tourists, and extend their stay in the post-pandemic era.
To ensure the effectiveness of the study tour, a small but focused organizational model will be adopted, with each group limited to around 10 people to facilitate in-depth collaboration between international agents and local operators. The project is jointly implemented by CTB, local destination management companies, hotels, airlines, and travel agencies. CTB will provide logistical and financial support to the partner organizations, and will also provide each invited international travel agency representative with a subsidy of up to US$500 to offset international airfare and travel expenses in Cambodia.
Industry experts believe that site visit and familiarization tours are an effective way for the tourism industry to build trust, helping agents obtain firsthand information, reduce marketing costs, and improve the accuracy of tourism product design.
The Cambodian Tourism Authority hopes that through this program, it can deepen cooperation with international distribution networks and transform Cambodia from a "stopover point" for Southeast Asian tourism into a core destination.
