Etihad, Cambodia Tourism Board Sign Marketing Deal
The joint agreement, signed at World Travel Market in London, backs a $120,000 campaign aimed at travelers in the UK, Germany and Italy.
Updated on Nov. 4, 2026 in Middle East
Etihad Airways signed a joint marketing agreement with the Cambodia Tourism Board at World Travel Market in London. Each partner is investing $60,000 in a campaign targeting travelers in the UK, Germany and Italy.
Why it matters
The partnership is intended to encourage more European travelers to choose Cambodia and stay longer. It builds on Etihad's expanding routes into Cambodia, giving visitors a more connected path to the country.
The joint campaign carries a total budget of $120,000, with Etihad and the Cambodia Tourism Board each contributing $60,000. The agreement does not disclose performance targets or a campaign end date.
The players
Etihad Airways
The Abu Dhabi-based national carrier of the United Arab Emirates, which operates the Abu Dhabi to Phnom Penh route and the codeshare with Air Cambodia.
Cambodia Tourism Board
The government agency responsible for promoting Cambodia as a travel destination to international visitors.
Air Cambodia
Cambodia's national airline, which entered a codeshare partnership with Etihad in April 2026.
The details
The agreement covers destination promotion, joint marketing initiatives and travel trade engagement. It follows Etihad's launch of direct Abu Dhabi to Phnom Penh flights on October 3, 2025, and an April 2026 codeshare partnership with Air Cambodia.
Timeline
October 3, 2025: Etihad launches direct flights between Abu Dhabi and Phnom Penh.
April 2026: Etihad and Air Cambodia establish a codeshare partnership.
November 4, 2026: The joint marketing agreement is signed at World Travel Market in London.
Travel Outlook
The agreement extends Etihad's Abu Dhabi hub strategy into Southeast Asia, following its October 2025 Phnom Penh launch. It shows airlines and national tourism boards pairing route access with co-funded promotion to push visitors toward secondary destinations.
Travelers can book Siem Reap journeys via Phnom Penh on a single ticket with baggage checked through to their final destination. Air Cambodia passengers can also book Etihad flights between Phnom Penh and Abu Dhabi through the codeshare.
The takeaway
Single-ticket routing through Phnom Penh to Siem Reap is now available on Etihad, which can simplify itineraries for travelers combining Cambodia's capital with Angkor Wat.
Further reading
For more on regional routes, explore Middle East travel destinations.
