PATA Cambodia partners with Sourceamax to promote tourism

PHNOM PENH, 9 February 2026 (KPT) – The Pacific Asia Travel Association Cambodia Chapter (PATA CC) has signed a memorandum of understanding with Sourceamax Asia to boost Cambodia’s destination marketing and support digital transformation in the tourism sector.

The agreement was signed Friday at Sourceamax Asia’s office by PATA Cambodia Chairman Dr Thourn Sinan and Sourceamax Asia President Bruno Raffet.

The MoU sets out a framework for cooperation to strengthen Cambodia’s international tourism outreach and promote responsible digital innovation. A key focus will be enhancing Cambodia’s visibility in long-haul markets, particularly Europe, where Sourceamax has strong networks, including in France.

Sinan said the partnership reflects PATA’s commitment to constructive international cooperation, adding that digital innovation can play a vital role in sustainable tourism development. Raffet said Cambodia has “strong tourism and cultural potential” and pledged to support initiatives that improve destination visibility and engagement with global markets.

Both sides stressed that specific projects will be subject to further agreements, but said the partnership comes at a time when Cambodia is intensifying efforts to diversify markets, strengthen competitiveness and ensure quality growth in its tourism industry.