Cambodia is strengthening its presence in the French and wider Francophone tourism markets by expanding connections with international tour operators, travel agencies, airlines, media and tourism businesses at IFTM Top Resa 2026 in Paris.
The Cambodia Tourism Board (CTB) led a Cambodian delegation at the three-day business-to-business travel trade show from September 15 to 17, bringing together Cambodian tourism businesses and international industry partners to promote the Kingdom as a diverse, year-round destination.
The delegation included Artisan Angkor, The Royal Sands Koh Rong, Phoenix Voyages, Asian Trails and Jade Falcon.
Key Facts
| Indicator | Details |
|---|---|
| Event | IFTM Top Resa 2026 |
| Location | Paris, France |
| Dates | September 15–17, 2026 |
| Cambodia participation | Second consecutive year |
| Travel professionals | 32,000+ |
| Exhibiting brands | 1,650 |
| Destinations represented | 177 |
| Cambodian business meetings | 100+ |
| FAM programme | 500 Agent FAM Trip Programme |
| Main target market | France and wider Francophone markets |
| Key tourism pillars | Culture, nature, coast and city experiences |
Cambodia Expands Its Presence in France
The 2026 participation marked Cambodia’s second consecutive year at IFTM Top Resa, one of France’s major travel trade events.
According to the CTB, this year’s exhibition attracted more than 32,000 travel professionals, with 1,650 exhibiting brands representing 177 destinations.
For Cambodian tourism businesses, the event provided an opportunity to meet international travel trade professionals in one location and explore potential commercial partnerships.
Cambodian delegates held more than 100 meetings with international tour operators, travel agencies, airlines, media representatives, content creators and other tourism industry partners.
The discussions focused on Cambodia’s tourism products and opportunities for cooperation with international travel businesses.
Cambodia Promotes More Than Angkor
A central focus of Cambodia’s participation was the diversification of the country’s tourism offering beyond traditional Angkor-focused itineraries.
The delegation highlighted Cambodia’s:
Cultural heritage
Natural attractions
Coastal destinations
City experiences
Lesser-known destinations
New tourism activities
The strategy is intended to encourage international travel companies to develop broader itineraries that combine different parts of Cambodia.
Instead of positioning Cambodia solely around its historic temples, tourism businesses are promoting a wider destination portfolio covering culture, nature, coast and urban experiences.
500 Agent FAM Trip Programme Introduced
Cambodia also introduced its 500 Agent FAM Trip Programme, which is designed to give international travel agents firsthand experience of Cambodian destinations and tourism products later in 2026.
Familiarisation, or FAM, trips allow travel professionals to experience destinations directly before developing or selling tourism packages to their customers.
For Cambodia, the programme provides an opportunity to help international agents gain practical knowledge of destinations beyond the country's most established tourism attractions.
The approach could also support travel companies in developing more diversified Cambodia itineraries for different market segments.
Business Connections at the Heart of the Exhibition
The Royal Sands Koh Rong Managing Director Peter Kaelli said participation in IFTM Top Resa provides Cambodian tourism businesses with access to a large concentration of travel operators and industry decision-makers.
For tourism companies, these business-to-business connections can be important for developing distribution partnerships and introducing Cambodian destinations to international travel markets.
The exhibition therefore served not only as a promotional platform but also as a business networking opportunity for Cambodian tourism operators.
France and the Francophone Market Remain Important
Kim Minea, CEO of the Cambodia Tourism Board, said France and the wider Francophone market remain important for Cambodia’s tourism sector.
She said Cambodia’s participation was particularly timely as the Kingdom prepares to host the Francophonie Summit in November.
The CTB's approach is focused not only on promoting Cambodia directly to travellers but also on helping international travel buyers understand how the country's different tourism products can be packaged and sold.
This includes positioning Cambodia as a year-round destination offering a combination of cultural heritage, nature, beaches and city experiences.
A Broader Tourism Market Strategy
Cambodia's participation at IFTM Top Resa comes as the tourism sector seeks to diversify its international markets and strengthen relationships with overseas travel businesses.
The business-to-business focus is particularly relevant because international tour operators and travel agencies play an important role in determining which destinations are included in travel packages and itineraries.
Building relationships with these companies can therefore help Cambodian tourism businesses increase their visibility among international customers.
The CTB's 500 Agent FAM Trip Programme adds another layer to the strategy by allowing travel professionals to experience Cambodian destinations directly.
Angkor Times Analysis
Cambodia's presence at IFTM Top Resa illustrates a shift from simply promoting individual attractions toward promoting a broader destination ecosystem.
The emphasis on culture, nature, coastal tourism and city experiences gives international travel companies more options when designing packages for different customer segments.
The more than 100 meetings held during the exhibition also highlight the commercial side of tourism promotion. Trade shows such as IFTM Top Resa create opportunities for Cambodian businesses to develop relationships with tour operators, agencies, airlines and other intermediaries that can influence future travel demand.
The 500 Agent FAM Trip Programme could further support this strategy by giving overseas travel professionals direct knowledge of destinations that may be less familiar to international customers.
For Cambodia, the challenge is not only attracting visitors but also ensuring that international travel partners have enough product knowledge and commercial connections to sell the country as a multi-destination, year-round experience.
The source does not provide specific booking figures, new contracts or confirmed visitor increases resulting directly from IFTM Top Resa 2026. Its reported outcomes are primarily related to business meetings, destination promotion and market development.
Frequently Asked Questions
Why did Cambodia participate in IFTM Top Resa 2026?
Cambodia participated to strengthen its presence in France and wider Francophone tourism markets, promote its tourism products and develop business relationships with international travel industry partners.
How many travel professionals attended IFTM Top Resa 2026?
The CTB reported more than 32,000 travel professionals attended the 2026 edition.
How many exhibitors participated?
The event featured approximately 1,650 exhibiting brands representing 177 destinations, according to the CTB.
How many meetings did Cambodian delegates hold?
Cambodian delegates conducted more than 100 meetings with tour operators, travel agencies, airlines, media, content creators and other tourism partners.
What destinations is Cambodia promoting?
Cambodia is promoting a broader range of experiences covering cultural heritage, nature, coastal destinations and city experiences, alongside lesser-known destinations and activities.
What is the 500 Agent FAM Trip Programme?
The programme is designed to give international travel agents firsthand experience of Cambodian destinations and tourism products later in 2026, helping them better understand and potentially sell Cambodia to their customers.
Why is the French market important to Cambodia?
According to the Cambodia Tourism Board, France and the wider Francophone market remain important tourism markets for Cambodia. The Kingdom is also preparing to host the Francophonie Summit in November.