The Cambodia Tourism Board (CTB) has laid out plans for the “500 Agents FAM Trip 2026” programme, an initiative which will see 500 international travel agents experience Cambodia firsthand during the country’s green season, between May and October this year.
The “FAM”, or familiarisation tour, targets several key objectives, including elevating Cambodia’s destination awareness across international markets, transforming firsthand experiences into stronger product development and sales conversion, and building long-term trade partnerships between global travel agents and Cambodian tourism partners.
This year’s tours will bring agents from key global markets, including ASEAN, China, India, Japan, South Korea, Russia, Europe, the Americas and Oceania, with quotas allocated based on each key market.
Kim Minea, CEO of the Cambodia Tourism Board, explained the board’s objective.
“Promoting Cambodia internationally is at the core mission of the Cambodia Tourism Board. We invest in destination awareness through media outreach, digital campaigns, magazines, videos and television exposure. Equally important is supporting travel agencies around the world to ‘think Cambodia’ when designing travel experiences for their clients. This initiative will allow them to experience firsthand that Cambodia offers a diverse range of tourism products beyond the iconic Angkor Wat temples, from coastal retreats and cultural heritage to city, nature, adventure, culinary and community-based tourism,” he said.
“By understanding the depth of Cambodia’s tourism offerings, travel agencies can create itineraries that position Cambodia as the main destination, encouraging visitors to extend their stays and explore more of what the Cambodia has to offer,” he added.
The tours will be implemented in collaboration with Cambodia’s tourism industry.
Eligible hosts include Destination Management Companies (DMCs), hotels, airlines, tour operators, travel agencies and other registered tourism businesses.
To ensure meaningful engagement and quality experiences, visiting groups will remain small, ideally with no more than to ten participants per group. International travel agents may participate either by contacting Cambodian tourism partners directly or by being nominated by a local partner in Cambodia.
To support the participating hosts, the tourism board will provide financial and in-kind assistance, including a cash subsidy of up to $500 per agent to support their international airfares and on-ground arrangements.
Through the 500 Agents FAM Trip 2026 programme, Cambodia aims to deepen partnerships with international travel agents, expand global distribution networks and inspire travel professionals to confidently promote the Kingdom’s diverse tourism experiences, from the iconic temples of Angkor to the country’s emerging coastal, cultural, culinary and eco-tourism destinations.
