Cambodia and China’s Hainan Province are seeking to strengthen tourism cooperation following the signing of a memorandum of cooperation between the Cambodia Tourism Association and the Sanya Tourism Board at a promotional event in Phnom Penh on November 3, 2026. The agreement aims to deepen industry collaboration, promote both destinations and develop tourism products that encourage more visitors to travel between Cambodia and Sanya, a coastal city in Hainan.
Key Facts
Event: Sanya Tourism Promotion and Exchange Event – Cambodia Session
Date: November 3, 2026
Location: Phnom Penh, Cambodia
Chinese participant: Sanya Tourism Board, Hainan Province
Cambodian partner: Cambodia Tourism Association
Agreement: Memorandum of cooperation on tourism exchanges and industry collaboration
Main priorities: Destination marketing, itinerary design, tourism product development and two-way visitor flows
Next activity: A planned Cambodian tourism business delegation to the China International Tourism Trade Fair in Hainan in mid-December 2026
Cambodia and Sanya Sign Tourism Cooperation Agreement
The Sanya Tourism Promotion and Exchange Event brought together representatives from Cambodia’s Ministry of Tourism, the Cambodian tourism industry and Chinese tourism authorities to discuss opportunities for closer cooperation.
A key outcome was the signing of a memorandum of cooperation between the Cambodia Tourism Association and the Sanya Tourism Board.
The agreement provides a framework for strengthening communication and collaboration in tourism exchanges, destination marketing and industry cooperation.
Representatives from both sides also discussed practical areas of collaboration, including itinerary design, distinctive tourism product development and increasing two-way visitor flows.
The discussions focused on aligning Sanya’s tourism offerings more closely with the preferences and needs of Cambodian travellers while exploring opportunities to introduce Cambodian destinations to the Chinese market.
Sanya Highlights Complementary Tourism Opportunities with Cambodia
Zhang Hao, Vice Director-General of the Sanya Tourism Board, said Cambodia and Sanya have complementary tourism resources that could support closer cooperation.
Cambodia offers cultural heritage and distinctive natural attractions, while Sanya has an established tourism industry and a diverse range of tourism products.
He described the Phnom Penh promotional event as a starting point for closer cooperation between the tourism sectors of the two destinations.
Priority areas include cultural and tourism exchanges, facilitating two-way travel, sharing industry experience and developing higher-quality cross-border tourism routes.
Zhang also called for joint efforts to explore the value of natural and cultural tourism resources and combine the distinctive characteristics of both destinations to create more attractive Cambodia-China travel products.
Cambodian Tourism Industry Sees Opportunities for New Partnerships
Chhay Sivlin, President of the Cambodia Association of Travel Agents, said the longstanding friendship and cooperation between Cambodia and China provide a strong foundation for expanding bilateral engagement across different sectors, including tourism.
She said the meeting and signed memorandum could create new business relationships and partnerships, while opening further opportunities for Cambodian and Chinese tourism operators to work together.
For Cambodian travel companies, closer cooperation with Sanya could create opportunities to develop new outbound travel packages, establish partnerships with Chinese operators and explore joint destination-promotion activities.
The agreement also provides a platform for industry representatives to discuss tourism products and visitor experiences that respond to demand in both markets.
Hainan’s Tourism Trade Fair to Connect Cambodian Businesses with Chinese Market
Hainan has also been promoting international tourism industry connections through the China International Tourism Trade Fair, which the province hosted in 2025 and 2026.
According to the Sanya Tourism Board's representative, the event provides a platform for tourism institutions and businesses from ASEAN countries to connect with China's tourism market and international partners.
The China Cultural Centre in Phnom Penh plans to organise a delegation of potential Cambodian tourism enterprises to attend the upcoming trade fair in Hainan in mid-December 2026.
The proposed visit could give Cambodian businesses opportunities to meet international tourism partners, explore commercial relationships and gain exposure to China's tourism industry.
The report does not identify the participating Cambodian companies or provide details of the delegation's programme.
Angkor Times Analysis
The tourism cooperation agreement between the Cambodia Tourism Association and the Sanya Tourism Board reflects an effort to develop more structured links between Cambodia's tourism industry and China's regional destinations.
The focus on two-way visitor flows is particularly relevant. Cooperation is not limited to attracting Chinese tourists to Cambodia; it also seeks to develop Sanya as an outbound destination for Cambodian travellers.
For Cambodian tourism operators, this could create opportunities to diversify outbound travel products and build partnerships with Chinese travel businesses. At the same time, closer destination marketing and itinerary development could help introduce Cambodian cultural and natural attractions to a wider Chinese audience.
The planned participation of Cambodian tourism enterprises in Hainan's China International Tourism Trade Fair could provide a practical next step in turning the memorandum into business connections.
However, the agreement is a cooperation framework rather than evidence of completed tourism projects or confirmed visitor-growth commitments. Its impact will depend on the development of actual travel packages, commercial partnerships, marketing activities and accessible travel arrangements.
If these efforts progress, cooperation with Sanya could become another channel for strengthening Cambodia-China tourism exchanges and broadening business opportunities for operators in both markets.
Frequently Asked Questions
1. What tourism agreement did Cambodia and Sanya sign?
The Cambodia Tourism Association and the Sanya Tourism Board signed a memorandum of cooperation covering tourism exchanges, destination marketing and industry collaboration.
2. When was the agreement signed?
The memorandum was signed during the Sanya Tourism Promotion and Exchange Event – Cambodia Session in Phnom Penh on November 3, 2026.
3. What is the main objective of the cooperation?
The cooperation aims to strengthen tourism relationships, develop cross-border travel products, improve destination promotion and encourage two-way tourist flows between Cambodia and Sanya.
4. Who represented the Sanya Tourism Board at the event?
Zhang Hao, Vice Director-General of the Sanya Tourism Board, spoke at the event and highlighted opportunities for cooperation between the two destinations.
5. Who represented Cambodia's travel industry?
Chhay Sivlin, President of the Cambodia Association of Travel Agents, spoke about the potential for new partnerships between Cambodian and Chinese tourism operators.
6. Will Cambodian tourism businesses visit Hainan?
The China Cultural Centre in Phnom Penh plans to organise a delegation of potential Cambodian tourism enterprises to attend the China International Tourism Trade Fair in Hainan in mid-December 2026.
7. Does the agreement include confirmed flights or visitor targets?
The report does not announce specific flight arrangements, visitor targets, tourism investment commitments or confirmed travel-package launches.