Angkor Wat, Cambodia. Photo: Shutterstock Etihad Airways is joining forces with the Cambodia Tourism Board in a new marketing initiative aimed at attracting more international visitors to Cambodia, with a particular focus on travelers from the UK, Germany and Italy.
The two organizations signed a memorandum of understanding (MoU) at the World Travel Market in London, establishing a framework for joint marketing activities, destination promotion and cooperation with travel industry professionals.
Etihad Airways. Photo: Miguel Lagoa / Shutterstock.comAs part of the agreement, Etihad and the Cambodia Tourism Board will invest a combined $120,000 in a promotional campaign, with each partner contributing $60,000. The initiative aims to raise awareness of Cambodia as a holiday destination and encourage European travelers to explore more of the country and extend their stays.
The campaign will highlight Cambodia's cultural heritage, historical attractions, food scene, beaches and islands, presenting the country as more than just a destination for visiting the famous Angkor temples.
Kim Minea, CEO of the Cambodia Tourism Board, said the partnership would help give travelers more reasons to choose Cambodia, while combining the country's tourism offering with Etihad's international reach.
Etihad launched direct flights between Abu Dhabi and Phnom Penh on October 3, 2025, establishing a new connection between the UAE and the Cambodian capital.
Cambodia. Phtoo ShuttesrtockThe route provides access to Cambodia for passengers traveling from destinations across Etihad's global network through Abu Dhabi. Flights are operated by Airbus A321LR aircraft, featuring two First Suites, 14 Business Class seats and 144 Economy Class seats.
The airline has also expanded its cooperation with Cambodia through a codeshare agreement with Air Cambodia, launched in April 2026.
Under the partnership, Etihad passengers can book connecting journeys from Abu Dhabi to Siem Reap via Phnom Penh on a single ticket, with baggage checked through to their final destination. This makes it easier to visit the Angkor temple complex and other attractions in the Siem Reap region.
Air Cambodia passengers can also book Etihad-operated flights between Phnom Penh and Abu Dhabi.
Aysha Al Kaabi, Etihad's Vice President of Commercial Enablement and Engagement, said the airline's growing presence in Cambodia and its partnership with Air Cambodia had made the country's attractions more accessible. She described the tourism agreement as the next step in combining improved connectivity with destination promotion.
The cooperation brings together direct flights, onward connections and international marketing, as Etihad and Cambodia seek to strengthen tourism links between Southeast Asia, the UAE and European markets.