Phnom Penh: The Singapore Tourism Board (STB) conducted a Tourism Workshop for officials from the Cambodia Tourism Board (CTB) in Phnom Penh on 23 October 2026. The workshop brought together tourism practitioners from both countries to deepen their understanding of destination marketing strategies, partnership development, and data-driven campaign management — reflecting the close and growing bilateral cooperation between Singapore and Cambodia in the tourism sector.
Participants gained insights into Singapore’s approach to destination marketing, including the use of consumer data and digital analytics to better understand visitor behaviour, and strategies for engaging key source markets. Through dialogue sessions with STB practitioners, participants explored how Singapore has built a distinctive destination brand, leveraged strategic partnerships, and deployed digital platforms to reach target audiences effectively.
The workshop also created space for participants to consider how these approaches could be adapted to Cambodia’s own tourism landscape, which is rich with opportunity — from its world-renowned cultural heritage sites and emerging coastal destinations to its growing ecotourism offerings.
The workshop reaffirmed the strong partnership between Singapore and Cambodia and their shared commitment to developing a vibrant and sustainable tourism sector. Beyond the exchange of knowledge and best practices, it also strengthened the professional networks between the two countries’ tourism agencies, contributing to deeper institutional ties and lasting people-to-people connections.
STB is a statutory board under Singapore’s Ministry of Energy, Trade and Industry and the lead development agency for tourism, one of Singapore’s key economic sectors. STB champions the development of Singapore’s tourism sector through strategic planning, fostering partnerships, driving innovation and upholding industry excellence. STB also works with industry partners and the community to shape a dynamic and vibrant tourism landscape.
This site is translated by Google Translateâ„¢
