The agreement was signed on the sidelines of the World Travel Market in London.

The Memorandum of Understanding (MoU) establishes a framework for the two organisations to collaborate on promoting Cambodia as a leisure destination. Key areas of cooperation include joint marketing campaigns, destination promotion and engagement with the travel trade, with a focus on showcasing Cambodia's rich cultural heritage and distinctive visitor experiences.

Aysha Al Kaabi, Vice President of Commercial Enablement and Engagement at Etihad Airways, said the airline had continued to expand its presence in Cambodia since launching flights to Phnom Penh in 2025.

"Since launching flights to Phnom Penh last year, we have continued to build our presence in Cambodia and make the country more accessible to our guests. Our partnership with Air Cambodia has opened up onward journeys to Siem Reap, bringing the extraordinary temples of Angkor Wat within easier reach.

"Working with the Cambodia Tourism Board is the next step: combining that connectivity with compelling reasons to visit, inspiring more travellers to discover Cambodia and supporting its tourism ambitions," she said.

Kim Minea, CEO of the Cambodia Tourism Board, said the partnership aims to encourage visitors to explore more of the country and extend their stays.

Etihad Airways and the Cambodia Tourism Board will jointly invest US$120,000 in a marketing campaign, with each partner contributing US$60,000. The campaign will primarily target travellers in the UK, Germany and Italy.

The initiative will highlight Cambodia's diverse tourism offerings, extending beyond the world-famous Angkor temples to include Phnom Penh's vibrant streets and food scene, as well as the beaches and islands along the country's southern coast.

"Etihad's flights to Phnom Penh make Cambodia easier to reach, but our ambition is to give more travellers a reason to choose Cambodia and stay longer," Minea said.

"By combining what Cambodia has to offer with Etihad's reach in these markets, we hope to inspire more European travellers to make Cambodia their holiday destination, explore more of the country and stay longer," he added.

Etihad launched direct flights between Abu Dhabi and Phnom Penh on October 3, 2025, establishing a new air link between the two capital cities.

The service connects Cambodia with destinations across Etihad's global network through its Abu Dhabi hub, facilitating both leisure and business travel.

The route is operated by Etihad's Airbus A321LR aircraft, offering the airline's premium onboard experience. The aircraft features two private First Suites with sliding doors and 14 Business Class seats, all equipped with fully flat beds and direct aisle access.

The Economy Class cabin accommodates 144 passengers, with spacious seats, adjustable headrests and individual 13.3-inch 4K touchscreens. Passengers across all cabins also have access to 4K entertainment, Bluetooth audio connectivity and high-speed Wi-Fi.

In April 2026, Etihad further strengthened its connectivity to Cambodia through a codeshare partnership with Air Cambodia.

The agreement allows Etihad passengers to book journeys to Siem Reap via Phnom Penh on a single ticket, with baggage checked through to their final destination. The arrangement makes it easier for international visitors to explore the iconic Angkor Wat temples and Siem Reap's cultural heritage, as well as Cambodia's diverse landscapes, coastal destinations, islands and cities.

Air Cambodia passengers can also book Etihad-operated flights between Phnom Penh and Abu Dhabi.

Together, the direct flight service, codeshare partnership and tourism marketing agreement are expected to improve Cambodia's accessibility and international visibility, reinforcing Etihad's commitment to strengthening connectivity between the UAE and Southeast Asia.