PHNOM PENH: The Cambodia Tourism Board (CTB) has launched a scheme which will see financial support offered to the organisers of national events.
The “Matching Grant: Overseas Promotion of Events” programme aims to showcase the Kingdom’s rich cultural identity, vibrant festivities and unique traditions to global audiences.
The programme offers up to US$20,000 per event to co-invest in the overseas marketing and promotion of established and recurring events in Cambodia.
The initiative is designed to provide financial assistance to event organisers to enhance international visibility, attract global visitors and position Cambodia’s cultural celebrations and local festivals as strategic drivers of tourism growth and destination branding.
From national celebrations such as Khmer New Year, Bon Om Touk (Water Festival) and Pchum Ben, to local cultural events, gastronomy festivals and sporting events, Cambodia’s diverse calendar reflects the country’s deep-rooted heritage, rich culture and living traditions, as well as the vibrancy of everyday life in Cambodia.
These events are not only important expressions of national identity and community spirit, but also powerful platforms to showcase the country and connect international travellers with authentic cultural experiences.
“Cambodia is known not only for our iconic heritage sites, but also for our vibrant festivals, rich traditions, and the warmth and hospitality of our people. Each celebration offers a unique opportunity for travellers from around the world to connect and experience something truly unique in Cambodia,” explained CTB CEO Kim Minea.
“However, we have noted that many of our events have not yet reached their full international potential. Despite strong local attendance, global participation remains limited due to gaps in outreach, promotional channels and campaign timing, which is often too close to the event dates.
“To effectively reach and inspire international travellers, we need to promote our events at least six months in advance through the right international channels, aligning with how tourists plan and book their journeys. Through this programme, we are partnering with event organisers, who are the experts and key drivers of these initiatives, to enhance the event international exposure and attract more visitors around the world,” he added.
Event organisers, including public institutions, non-profits, private sector entities, marketing and communications agencies, are invited to apply.
The grant will cover up to two-thirds of the international promotion budget, capped at US$20,000 per event.
Eligible events must have been held at least once and be established as recurring annual events. - The Phnom Penh Post/ANNB
