Cambodia used IFTM Top Resa 2026 in Paris to promote its tourism products to French-speaking markets and international travel professionals, with more than 100 business meetings held at the Cambodia Pavilion.
Led by the Cambodia Tourism Board (CTB), Cambodia's delegation included Artisan Angkor, The Royal Sands Koh Rong, Phoenix Voyages, Asian Trails and Jade Falcon.
The participation marked Cambodia's second consecutive year at the travel trade show, providing a platform to connect Cambodian tourism businesses with international buyers, travel agents, media and industry partners.
Key Facts
| Indicator | Details |
|---|---|
| Event | IFTM Top Resa 2026 |
| Location | Paris, France |
| Cambodia participation | Second consecutive year |
| Tourism professionals attending | More than 32,000 |
| Exhibiting brands | 1,650 |
| Destinations represented | 177 |
| Cambodia Pavilion meetings | More than 100 |
| Lead organisation | Cambodia Tourism Board |
| Participating Cambodian businesses | Artisan Angkor, The Royal Sands Koh Rong, Phoenix Voyages, Asian Trails, Jade Falcon |
| New programme | 500 Agent FAM Trip Programme |
| Target market | France and wider Francophone markets |
| Tourism pillars | Culture, nature, authentic city experiences |
More Than 32,000 Tourism Professionals Attend
According to the source, IFTM Top Resa 2026 attracted more than 32,000 tourism professionals and 1,650 exhibiting brands representing 177 destinations.
Over three days, the Cambodian delegation presented a range of tourism products and participated in business and promotional activities designed to strengthen the country's visibility among international travel decision-makers.
The Cambodia Pavilion became a platform for meetings with travel buyers and industry partners, with more than 100 meetings conducted during the event.
Cambodia Promotes Three Tourism Pillars
During the exhibition, CTB presented Cambodia's tourism offer around three main destination pillars:
Rich culture
Untouched nature
Authentic city vibe
The delegation also highlighted lesser-known destinations and experiences as part of an effort to broaden international perceptions of Cambodia beyond its most established tourism attractions.
A keynote presentation on new Asian tourism products provided another opportunity for CTB to introduce Cambodia's evolving tourism offer to international professionals.
Moving Beyond Angkor-Focused Itineraries
One of the key objectives highlighted at the event was to encourage tourism products that go beyond traditional Angkor-focused itineraries.
Cambodia has a diverse range of tourism assets, including cultural attractions, coastal destinations, urban experiences and nature-based tourism.
To support this diversification, CTB introduced the 500 Agent FAM Trip Programme, which will give travel agents the opportunity to experience Cambodian destinations firsthand later in 2026.
Familiarisation trips can allow travel professionals to experience destinations directly before developing or promoting packages for their customers.
The programme therefore provides a practical way to introduce travel agents to Cambodia's less-explored tourism products.
Cambodia Targets French-Speaking Markets
France and the broader Francophone market remain a strategic priority for Cambodia's tourism promotion, according to CTB.
CTB CEO Kim Minea said Cambodia's participation at IFTM Top Resa provided an opportunity to reconnect with existing partners, introduce new tourism developments and strengthen Cambodia's position as an emerging destination for high-value, experience-driven travellers.
The timing is also significant because Cambodia is preparing to host the Francophonie Summit in November.
The Paris trade show therefore gives Cambodian tourism representatives an opportunity to strengthen relationships with travel professionals in a major French-speaking market ahead of the international event.
Tourism Businesses Highlight Importance of International Visibility
Peter Kaelli, Managing Director of The Royal Sands Koh Rong, said visibility at IFTM was important for reaching decision-makers within the international travel trade.
For private-sector tourism operators, international B2B events can provide opportunities to meet travel buyers directly, introduce new products and develop relationships that may later translate into tourism packages.
The participation of hotels, destination operators and travel companies alongside CTB also allows Cambodia to present a broader tourism ecosystem rather than promoting destinations solely through government-led campaigns.
Networking and Media Promotion
Cambodia's activities in Paris extended beyond the exhibition floor.
The delegation conducted media interviews, hosted a private networking dinner for agents and journalists, and held business meetings with tourism professionals.
These activities allowed Cambodian representatives to communicate directly with industry partners and media while building relationships that could support future destination promotion.
The combination of B2B meetings, media engagement and destination presentations reflects the increasingly competitive nature of international tourism marketing.
Cambodia's Tourism Diversification Strategy
The emphasis on coastal, urban and nature-based attractions is particularly relevant to Cambodia's efforts to diversify its tourism offer.
Angkor remains one of Cambodia's best-known international attractions, but a broader range of destinations can potentially encourage visitors to explore different parts of the country and experience different types of tourism.
The CTB's approach at IFTM therefore focused not only on promoting established attractions but also on introducing hidden gems and alternative experiences to international travel professionals.
The 500 Agent FAM Trip Programme is intended to support this effort by allowing travel agents to see these destinations directly.
Angkor Times Analysis
Cambodia's participation at IFTM Top Resa demonstrates the importance of B2B tourism marketing in reaching international travellers.
For a destination, visibility among consumers is only one part of the tourism equation. Travel agents, tour operators, airlines, hotels and destination management companies also influence how destinations are packaged and sold in international markets.
The more than 100 meetings held at the Cambodia Pavilion therefore represent an important business-development component of the country's participation.
The emphasis on French-speaking markets also fits the timing of Cambodia's broader international engagement ahead of the Francophonie Summit in November.
More importantly, Cambodia's message at IFTM was not limited to Angkor.
By presenting culture, nature, coastal destinations, urban experiences and hidden gems, CTB is promoting a broader tourism proposition that can potentially support longer and more diversified visitor itineraries.
The 500 Agent FAM Trip Programme could be particularly useful in this regard because travel agents who experience destinations firsthand may be better positioned to develop packages around attractions that are less familiar to international customers.
For Cambodian tourism businesses, the Paris event also demonstrates the value of combining government destination promotion with private-sector participation.
Hotels, travel companies and destination operators can bring commercially focused products to the same platform where national tourism messaging is presented.
The next step will be converting the connections established in Paris into actual travel products, partnerships and visitor arrivals.
What Cambodia Promoted in Paris?
Cambodia's tourism presentation focused on several areas:
Culture: Cambodia's rich cultural heritage and established tourism attractions.
Nature: Natural landscapes and destinations positioned as alternatives to traditional cultural itineraries.
Coastal tourism: Cambodia's islands and coastal destinations, including products represented by participating private-sector operators.
Urban experiences: Phnom Penh and other city-based experiences presented as part of Cambodia's broader tourism offer.
Hidden gems: Lesser-known destinations intended to diversify travel itineraries.
Experience-driven tourism: Tourism products aimed at travellers seeking broader and more immersive experiences.
Frequently Asked Questions
What is IFTM Top Resa?
IFTM Top Resa is a major B2B travel trade event in Paris that brings together tourism professionals, travel businesses, destinations and industry partners.
How many tourism professionals attended IFTM Top Resa 2026?
The source reported more than 32,000 tourism professionals attended the event.
How many meetings did Cambodia hold at the event?
The Cambodia Pavilion held more than 100 meetings with buyers and tourism industry partners.
Which Cambodian organisations participated?
The delegation was led by the Cambodia Tourism Board and included Artisan Angkor, The Royal Sands Koh Rong, Phoenix Voyages, Asian Trails and Jade Falcon.
What is the 500 Agent FAM Trip Programme?
The programme is designed to give travel agents firsthand experiences of Cambodian destinations later in 2026, with the objective of encouraging broader tourism itineraries beyond Angkor-focused travel.
Why is France important to Cambodia's tourism strategy?
The CTB identified France and the wider Francophone market as priorities, while Cambodia is also preparing to host the Francophonie Summit in November.
What tourism products did Cambodia promote?
Cambodia highlighted its culture, nature, city experiences and hidden destinations, along with coastal and other tourism products.