The Cambodia Tourism Board (CTB) has signed a memorandum of understanding (MoU) with Singapore Airlines and will establish a new nine-month partnership to boost tourism between Singapore and Cambodia, and beyond.
The agreement was signed by Rachel Tan, the airline’s vice-president of brand and marketing, Kim Minea, CEO of the CTB, on April 27. The ceremony was witnessed by Minister of Tourism Hout Hak and Strahan Lim, first secretary of the Singapore embassy.
As part of the agreement, the two signatories will collectively invest $140,000 to co-develop activities, which may include joint marketing campaigns and FAM (familiarisation) trips for key opinion leaders from Australia, France and Singapore. SIA and CTB will also work to jointly promote Cambodia in other markets such as India over the longer term.
Vinod Kannan, a senior vice-president for sales and marketing with the airline, described the significance of the new agreement.
“Singapore Airlines’ partnership with the Cambodia Tourism Board reflects our shared commitment to support tourism growth between Singapore and Cambodia, and the wider region,” he said.
“Through joint campaigns and promotional activities, we will showcase Cambodia’s rich cultural heritage and diverse attractions, while offering travellers convenient access via SIA’s global network and a world-class travel experience,” he added.
CTB CEO Minea also expressed his satisfaction with the deal.
“This partnership signals strong trust and confidence in the long-term potential of our tourism sector. Cambodia offers a rich and diverse travel experience, from our world-renowned heritage sites to our emerging creative capital, as well as pristine coastal and eco-tourism destinations. By working closely together with this world-renowned airline, we aim to strengthen our global outreach, attract more inbound travellers, and showcase the true essence of Cambodia to international audiences,” he said.
“This collaboration also presents an important opportunity to address and reshape outdated perceptions, highlighting Cambodia as a warm, welcoming and vibrant destination that reflects the country’s true character today,” he added.
The tourism minister noted that the collaboration aims to enhance Cambodia’s international profile and promote the richness of its cultural and historical heritage. The partnership seeks to attract international tourists from around the world through the extensive global network and strong market presence of Singapore Airlines.
“I believe that this MoU will contribute to an increase in international tourist arrivals to Cambodia via Singapore Airlines, particularly during the ‘green season’,” he said.