Cambodia Tourism Board, Phare Ponleu Selpak Partner to Promote Arts-Focused Travel

Shifting Cambodia's Tourism Narrative

The Cambodia Tourism Board (CTB) and Phare Ponleu Selpak, an organisation recognised by Guinness World Records, formally announced a strategic partnership on 3 August from Battambang. This collaboration focuses on the 13th Tini Tinou International Circus Festival, which will occur in November 2026 across Siem Reap and Battambang.

The initiative seeks to redefine Cambodia's tourism narrative, moving past the singular focus on the temples of Angkor to present the country as a dynamic, contemporary cultural hub. The CTB's Matching Grant on Overseas Promotion of Events supports this partnership, which aims to leverage the performing arts to draw higher-value international tourism.

This joint effort is designed to position Cambodia as a prominent cultural centre within Southeast Asia, appealing to travellers seeking diverse artistic engagement.

Tini Tinou Festival: Growth and Objectives

The Tini Tinou International Circus Festival, meaning 'here and there' in Khmer, began in 2004. Under Phare Ponleu Selpak's guidance, it has developed into a significant biennial event, attracting professional troupes globally to perform in public spaces and historical venues across Siem Reap and Battambang.

The 12th edition in 2024 featured 117 artists and troupes from 10 countries, including Vietnam, Laos, Taiwan, France, Germany, South Korea, Japan, Australia, and Cambodia. That event drew more than 14,000 attendees and generated over 14 million online views.

For the upcoming 13th edition in 2026, organisers anticipate participation from over 100 artists and troupes representing more than 10 countries.

The 'Angkor to Arts Corridor' concept underpins this effort, specifically targeting 'conscious travellers' and cultural tourists from Cambodia's primary inbound markets, encouraging them to extend their stays and explore more than just the traditional temple circuits.

Leadership Perspectives on Cultural Diversification

Kim Minea, Chief Executive of the Cambodia Tourism Board, described the business-to-business-to-consumer partnership as a method to grant one of Cambodia’s leading arts festivals the international recognition it requires.

Mr Minea stated this initiative helps establish the country as a year-round destination, built upon three core pillars: culture, nature and coast, and city life. Osman Khawaja, Executive Director of Phare Ponleu Selpak, commented that the grant acknowledges the social and cultural value the association has cultivated over decades.

He added that the funding acts as a catalyst for communicating Phare Ponleu Selpak's narrative of art and resilience to a broader global audience.

Project Director Khuon Chanreaksmey views the 2026 festival as an entry point to Cambodia's modern creative spirit, while Marketing and Communications Manager Ponlork Van aims for over 15 million digital views for this edition, intending to encourage travellers to prolong their visit across the Siem Reap–Battambang corridor.

Festival Programme and Strategic Alignment

The 13th Tini Tinou International Circus Festival will unfold in two distinct segments. Siem Reap will host performances from 17 to 19 November 2026, with shows at Phare, The Cambodian Circus, alongside pop-up displays at landmarks such as Pub Street and the Royal Garden.

The festival then moves to Battambang from 21 to 24 November 2026, with events held at the historic Phare Ponleu Selpak campus and various city locations. The programme includes more than 100 artists from over 10 countries, the annual general meeting of the Circus Asia Network, workshops, and artist discussions.

This year's festival is strategically timed to follow the Francophonie Summit in Siem Reap and coincide with the Water Festival in Battambang, both events that already attract substantial international and domestic attendance.

Community engagement is a key component, with street parades and pop-up performances integrating the festival into daily life for both residents and visitors.

Phare Ponleu Selpak, established in 1994, supports young individuals through artistic, educational, and social programmes, and its associated social enterprise, Phare, The Cambodian Circus, holds a Guinness World Record from 2021 for the longest circus show.

Implications for Travellers and the Tourism Industry

For travellers, this partnership presents a compelling reason to visit Cambodia beyond its renowned ancient sites, offering specific dates and locations for engaging with contemporary arts.

The focus on an 'Angkor to Arts Corridor' suggests opportunities for longer stays, particularly for those interested in cultural activities, with events scheduled across Siem Reap and Battambang in November 2026. The integration of the festival with other major events like the Francophonie Summit and the Water Festival means visitors can plan a comprehensive cultural calendar.

For the tourism industry, this initiative demonstrates a clear strategy to diversify Cambodia's tourism products, aiming to attract a higher-value segment of international travellers.

The CTB's Matching Grant model also shows how public-private partnerships can co-fund the international marketing of recurring cultural events, potentially serving as a blueprint for other destinations seeking to broaden their appeal and establish themselves as year-round cultural destinations.