Cambodia Launches Year Long Tourism Drive
Cambodia is stepping confidently into a new phase of tourism promotion with the launch of the Cambodia Travel Match CTM 2026 mini series, an ambitious marketing programme set to run for a full year beginning in March 2026. The first wave of activities will unfold in Phnom Penh, Preah Sihanouk, and Siem Reap, three destinations that together represent the cultural, coastal, and commercial heart of the Kingdom. Organisers say this campaign is more than just another tourism event. It is designed to redefine how Cambodia tells its story to the world by positioning the country as resilient, diverse, and globally competitive in an increasingly dynamic travel market.
What is Cambodia Travel Match CTM 2026?
Cambodia Travel Match CTM 2026 is a year long destination marketing programme designed to strengthen Cambodia’s position in the regional and global tourism market. Organised by the Pacific Asia Travel Association Cambodia Chapter in partnership with the Ministry of Tourism and the Cambodia Tourism Federation, the initiative brings international travel buyers to key destinations such as Phnom Penh, Preah Sihanouk, and Siem Reap for structured business to business meetings, site inspections, and networking events. Running for 12 months beginning in March 2026, CTM 2026 aims to attract high value markets, generate measurable tourism trade, and reposition Cambodia as a resilient, diverse, and globally competitive destination in Southeast Asia.
A Strategic Partnership to Drive Results
The initiative is organised by the Pacific Asia Travel Association Cambodia Chapter in collaboration with the Ministry of Tourism and the Cambodia Tourism Federation. Together, these institutions are rolling out a structured 12 month destination marketing programme aimed at attracting high value international buyers while delivering measurable trade outcomes for the local tourism industry. Unlike short term promotional events, CTM 2026 is designed as a sustained national campaign that keeps Cambodia visible and competitive throughout the year, ensuring consistent engagement with key regional markets and industry stakeholders.
Targeting Key Regional Markets
In March and April alone, CTM 2026 will host 25 buyers from Indonesia, 10 from Malaysia, and 5 from Singapore. These buyers will spend six nights and seven days exploring Phnom Penh, Preah Sihanouk, and Siem Reap. Their itineraries will include detailed site inspections, structured business to business meetings, and high level networking sessions with domestic and international tourism companies. The goal is straightforward yet strategic. By facilitating direct engagement between buyers and Cambodian suppliers, the programme aims to convert interest into concrete business deals that generate sustained visitor flows and long term partnerships.
From Event to National Movement
Thourn Sinan, chairman of PATA Cambodia Chapter, described CTM 2026 as a “national movement to enhance Cambodia’s global tourism profile and strengthen the resilience of the overall tourism sector”. He emphasised that the programme reflects Cambodia’s response to shifting market conditions, changing traveller behaviour, and the broader need for an inclusive and sustainable tourism recovery. “We are building on the success of CTM 2024 by transforming what was previously a periodic event into a sustainable national campaign with global outreach. This is Cambodia’s moment to lead tourism transformation in Southeast Asia,” he said. His remarks underscore the broader ambition behind CTM 2026, which is not simply to increase visitor numbers but to elevate Cambodia’s brand positioning within the regional tourism landscape.
Conclusion
With CTM 2026, Cambodia is signalling that it is ready to compete at a higher level in Southeast Asia’s tourism arena. By combining strategic partnerships, targeted buyer engagement, and a year long promotional push, the Kingdom is laying the groundwork for a more resilient and diversified tourism sector. If successfully executed, this initiative could strengthen Cambodia’s reputation as a destination that offers cultural depth, coastal beauty, and business opportunity all within one compelling national story.