Phnom Penh, Cambodia — The Pacific Asia Travel Association Cambodia Chapter (PATA CC) and Sourceamax Asia Co., Ltd. have signed a Memorandum of Understanding (MOU) to strengthen destination marketing and support digital transformation efforts targeting Cambodia’s tourism sector. The agreement was formalized on 6 February 2026 at the Sourceamax Asia office in Phnom Penh.
Under the terms of the MOU, PATA Cambodia and Sourceamax Asia will explore avenues to enhance Cambodia’s visibility in key international markets, particularly long-haul destinations in Europe, leveraging Sourceamax Asia’s global network and professional expertise. The collaboration aims to support ongoing destination promotion efforts while advancing digital tools and strategies that can contribute to the growth of Cambodia’s tourism industry.
The partnership establishes a framework for cooperation that is high-level and non-exclusive. It aligns with PATA Cambodia’s mission to promote responsible tourism and sustainable growth, engaging both public and private sector stakeholders to drive broader market outreach. Activities under the agreement will be subject to further discussion and could involve specific initiatives or separate operational arrangements in the future.
Thourn Sinan, Chairman of the PATA Cambodia Chapter, noted that the organization seeks constructive partnerships with international entities that share its commitment to promoting Cambodia responsibly and sustainably. He highlighted the potential for digital innovation to play a role in supporting tourism development and resilience as global travel patterns evolve.
Bruno Raffet, President of Sourceamax Asia, emphasized the company’s interest in supporting initiatives that enhance Cambodia’s destination profile and strengthen engagement with international markets. Raffet pointed to Cambodia’s rich cultural offerings and tourism potential, along with the importance of collaboration in expanding global market access.
The agreement reflects a shared intent to engage transparently and responsibly, with a focus on sustainable development, digital readiness, and diversified destination marketing. The MOU highlights growing cooperation between Cambodian tourism stakeholders and international partners amid efforts to boost competitiveness in the post-pandemic travel landscape.
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