The Cambodia Tourism Board (CTB) has announced its successful showcasing of the Kingdom as one of Southeast Asia’s must-visit destinations at ITB Berlin 2026, one of the world’s leading B2B travel trade shows.
Over three days from 3 to 5 March 2026, Cambodia’s tourism potential was on full display at the event, which welcomed approximately 97,000 visitors, including 5,601 exhibitors from 166 countries, reaffirming its position as the “global meeting point for the travel industry”.
The CTB delegation was joined by domestic partners, including the Angkor Destination Travel, Apsara Tours, Phoenix Voyages, Hanuman Travel, Samanea Wellness Resort, VLK Royal Tourism, The Royal Sands Koh Rong and Travel Asia A La Carte.
Together, they met with around 250 partners including international tour operators, travel agencies, airlines, media representatives, content creators and travel industry partners to build partnerships and explore opportunities. Together, they also showcased Cambodia’s diverse tourism offerings, from its rich cultural heritage and vibrant local communities to pristine nature, wellness retreats and luxury island escapes.
“ITB Berlin is always an important platform for us to meet with our international partners. This year we had many productive meetings with tour operators and travel professionals from Europe and other markets. It was very encouraging to see continued interest in Cambodia, and we look forward to building on these conversations and welcoming more travellers to Cambodia,” explained Reth Chanvichearak, managing director of Apsara Tours
He was joined by Oum Sovathida, director of sales of The Royal Sands Koh Rong.
“We saw strong interest from European buyers, especially for Cambodia’s luxury and island experiences. Many partners were curious to learn more about Cambodia coastal area including Koh Rong Island and what it offers as a unique beach destination. ITB Berlin gave us a great opportunity to reconnect with partners and introduce our resort to new markets,” she said.
Kim Minea, CTB CEO, shared the successful outcome of the event.
“We were encouraged by the strong interest from international buyers who came to connect with us and our co-exhibitors to explore business opportunities. And we really appreciate the energy and commitment of our partners in presenting Cambodia’s unique tourism offerings,” he said.
“ITB Berlin 2026 has provided an important platform to strengthen existing partnerships and create new opportunities to attract more travellers to Cambodia. It was also a valuable opportunity to share updates on our destination and introduce our new initiative, such as a subsidy programme to bring 500 travel agents on FAM trips to Cambodia from May to October this year”, he added.
The CTB valued the opportunity to connect with international partners and reaffirmed its commitment to promoting Cambodia as a premier destination for high-value and experience-driven travellers. Building on the productive discussions and new connections made during the event, CTB looks forward to strengthening collaborations that will encourage more visitors to explore Cambodia’s rich culture, pristine nature and unique experiences.
In 2025 Cambodia welcomed a total of 5.57 million international tourists, a 16.9% decrease from 2024. Major visitor markets included Vietnam with 1.22 million visitors, down 8.8%, China with 1.2 million visitors, up 41.5%, Thailand with 1.02 million visitors, down 52.4%, the US with 206,791 visitors, down 3.6%, and South Korea with 152,598 visitors, down 20.6%, according to the Ministry of Tourism.
The ministry noted that among the 5.57 million international visitors, 2.86 million arrived by air, an increase of 19.2%, 2.62 million by land, a decrease of 37.8%, and 89,731 by water, an increase of 6.3%.
According to a 2025 report from the National Bank of Cambodia (NBC), international tourism revenue was estimated at about $3.7 billion in 2025, a 3% increase compared with 2024. In 2024, Cambodia welcomed 6.7 million international tourists, generating $3.637 billion in revenue, an 18% increase compared with 2023.
