The Ministry of Tourism and the French TV channel TF1 have signed a deal on a “2013 action plan” that will promote Cambodia’s beach tourism.

The agreement was inked yesterday by Tourism Minister Thong Khon and Franck Firmin Guion, the president of Adventure Line Productions (ALP).

The plan aims to promote Cambodian beaches and islands not only in the French and European markets but around the world.

The company produced a film on Cambodian beaches in early 2012.

The latest agreement will prioritise the Kingdom's lesser-known beaches, aiming to increase the profile of these areas and strengthen the tourist zones they are in.

In the three-page action plan, the Ministry of Tourism outlines the requirements for Adventure Line Productions to produce a series of films on the Cambodian coastline.

The primary films will be seven to 10 minutes in length, the short films will be three minutes long and the advertisements will run for 30 seconds to a minute.

The Ministry of Tourism has also asked that ALP showcase images of Cambodia at the Paris Tourism exhibitions in London, Milan and Berlin.

ALP will organise a photo exhibition in France under the title Cambodian Lanta: Taste of Heaven.

The Ministry of Tourism intends to set up a website and publish a book in co-operation with ALP, and plans to work with international travel agents on the promotion.

Hong Seyha, an assistant to ALP’s producer, said this could become a very popular program for TF1, a well-known channel in France.

Seyha said that based on information he had received from the French side, he believed the program would run for three years.

“If this program is popular, we will be successful in the tourism sector,” he said.

“After signing this agreement, we're like children of the Tourism Ministry; whenever we need something, we will ask it to help.”

Cambodian Association of Travel Agents president Ang Kim Eang said he hoped Cambodia's islands would become better known in the European tourism market.

“I do believe that after this is broadcast, more tourists from the EU will come, because Cambodia’s coast is on the ‘Most Beautiful Bays’ list and there is an international airport,” Eang said.