TL;DR
- Cambodia Tourism Board is offering subsidised fam trips for up to 500 travel agents worldwide
- Agents receive up to $500 towards airfare and complimentary Angkor Wat tickets
- Small groups of 1–10 people, arranged through local Cambodian partners
- The push focuses on urban Phnom Penh and Siem Reap as city break destinations
- Contact DMCs, hotels, airlines, or tour operators in Cambodia to get nominated
The Practical Bit
Minea Kim, CEO of Cambodia Tourism Board, has announced a new strategy to get agents on the ground and experiencing Cambodia. The board will subsidise fam trips for up to 500 travel agents, with groups kept intentionally small at between one and ten participants.
The process works through local Cambodian partners. Agents need to contact or be nominated by DMCs, hotels, airlines, or tour operators based in Cambodia. The CTB then contributes up to $500 towards airfare and includes complimentary entry to Angkor Wat.
According to the Cambodia Tourism Board, the aim is to lower the barrier to discovery. The CTB has identified awareness as their main challenge, not the destination’s appeal.
Beyond the Temples
Cambodia has long been associated with Angkor Wat, and the ancient temple complex remains a major draw. The new push highlights the modern, urban side of cities like Phnom Penh and Siem Reap.
The CTB wants agents to consider these destinations as viable city break options, not solely heritage or beach destinations. Riverside dining in Phnom Penh, boutique hotels in renovated colonial buildings, and the evolving food and arts scene in Siem Reap all sit alongside the temples as part of the picture.
This broader positioning may give agents another way to introduce Cambodia to travellers who are already exploring Southeast Asia.
What’s Happening in the Region
Cambodia is building partnerships across the globe. The Cambodia Travel Match 2026 Mini-Series brought buyers from Indonesia, Malaysia, and Singapore for networking dinners and fam trips focused on everything from luxury to eco-tourism. There’s also a new tourism pact with Cuba that includes reciprocal fam trips and plans for joint marketing.
All of this points to Cambodia positioning itself as an accessible, partnership-friendly destination with fresh angles to explore.
For Your Client Conversations
The fam trip offer is worth considering if you’ve got clients asking about Southeast Asia but haven’t spent time in Cambodia yourself. The subsidy and small-group format make the logistics easier, and the knowledge gained from being there helps when clients are weighing up options in the region.
Cambodia’s challenge, according to the board, isn’t that people don’t enjoy it once they arrive. It’s that many travellers simply don’t think of it initially.
If you’re interested, start by reaching out to Cambodian DMCs or accommodation providers you already work with, or make contact with new partners who can nominate you. The small-group model means trips can be flexible and tailored.
A Thought for Agents
There’s something to be said for visiting a destination where awareness, rather than appeal, is the hurdle. Cambodia offers that opportunity: a place where personal experience becomes genuine currency. With the CTB covering part of the cost and opening doors to Angkor Wat, it’s possible to build the kind of grounded knowledge that turns enquiries into confirmed bookings.
