Answer for Oral Question PL302

QUESTION

Yang Berhormat Awang Mohammad bin Abdullah @ Lim Swee Ann

YANG BERHORMAT AWANG MOHAMMAD BIN ABDULLAH @ LIM SWEE ANN asked the MENTERI EKONOMI, PERDAGANGAN DAN INDUSTRI to state the Ministry’s plans and preparations to ensure that Tahun Melawat Brunei 2027 achieves its targets, particularly in terms of promotion, the preparation of tourism products, improving public facilities, training for tourism personnel, as well as the proposed number of tourist arrivals and the impacts on the country.

ANSWER

Yang Berhormat Menteri Ekonomi, Perdagangan dan Industri

The Ministry’s approach to making Visit Brunei Year 2027 (VBY 2027) a success is not solely focused on increasing the number of visitor arrivals (volume-driven tourism). Given that the tourism market of Negara Brunei Darussalam is more specialised, the strategy adopted is geared towards High-Value Tourism (High-Value / High-Yield Tourism), which means attracting visitors who are inclined to stay longer (longer length of stay), spend more (higher average spend), and enjoy unique, high-quality experiences.

To achieve this objective, several key approaches are being implemented:

1. Broader and more aggressive tourism promotion.

The Ministry continues to strengthen international promotional initiatives through active participation in 24 expos and roadshows in target markets. This marketing strategy is further reinforced through:

• collaboration with CNN, Euronews and Al Jazeera for television and other media campaigns;
• the implementation of six (6) digital campaigns with Online Travel Agents such as Skyscanner, Rome2Rio, Klook, Trip.com, Ctrip and Agoda;
• inviting 10 well-known international Key Opinion Leaders (KOLs) and influencers to cover VBY 2027; and
• participation in international expos.

2. Strengthening the provision of high-value tourism products and experiences.

Through VBY 2027, the Ministry is developing more curated tourism experiences, namely experiences that are specifically planned, offer added value and reflect the uniqueness of Brunei Darussalam.

The experience themes to be highlighted include:

• nature exploration (adventure and nature exploration);
• arts and the creative economy (arts and creative economy);
• cultural heritage and community-based tourism (cultural heritage and community-based tourism);
• gastronomy and local cuisine (culinary tourism);
• sports and recreation (sports and recreation); and
• Islamic heritage and traditions (Islamic heritage and traditions).

This approach will provide opportunities for local enterprises to develop new products and experiences that enable visitors not only to come and see, but also to participate, interact and spend in Negara Brunei Darussalam.

3. Strengthening the organisation of international-standard events and year-round activities.

The Ministry is organising the VBY 2027 National Events Calendar, which will include cultural festivals, gastronomic events, sports tournaments, conferences and business exhibitions (MICE - Meetings, Incentives, Conventions and Exhibitions).

The organisation of quality events will not only attract international and regional visitors, but will also increase demand for the accommodation, food and beverage, transportation, tourism activities and local products sectors. These include, InsyaAllah:

• SHOAS Bridge Marathon;
• International Art Exhibition; and
• a proposal to hold an International Food Festival.

Furthermore, VBY 2027 coincides with the Golden Jubilee Celebration of Kebawah Duli Yang Maha Mulia Paduka Seri Baginda Sultan dan Yang Di-Pertuan Negara Brunei Darussalam to mark 60 years on the throne in 2027. This represents a major opportunity to introduce Brunei Darussalam internationally through various special events and experiences.

4. Encouraging grassroots participation in the provision of tourism packages and services.

The Ministry recognises that the success of VBY 2027 requires comprehensive involvement from the private sector—not only travel agents and airlines, but also communities, including kampong/mukim communities. Therefore, the Tourism Development Department will engage and encourage MPM and MPK to participate directly in activities leading up to VBY 2027. Alhamdulillah, the response thus far has been encouraging.

5. Fully utilising digital platforms to make the VBY 2027 campaign a success.

The Ministry is actively collaborating with international strategic partners such as OTAs (e.g. Agoda and CTrip) to increase the reach of Brunei’s promotional efforts and make it easier for tourists to obtain information and make bookings for accommodation and tourism activities.

This takes into account the trend of international tourists becoming increasingly reliant on cashless payments. Therefore, the Ministry is working to introduce digital payment facilities for tourism vendors, including small enterprises at stalls, as this is important to ensure that more tourist spending can be channelled to local businesses.

The Ministry is also collaborating with financial institutions and strategic partners to expand the use of digital payments among tourism operators.

6. Improving tourism facilities and infrastructure.

This is to be provided not only by the Government but also by the private sector. An example is the investment in a resort by Borneo Eco-Resort. Signage for tourist attractions is also being added along roadsides.

7. Holding the Kempen Mesra Senegara.

This Kempen Mesra initiative aims to improve the quality of tourism services so that they are more welcoming, polite and friendly, particularly among front-line workers.

Overall, VBY 2027 is not merely a tourism marketing campaign, but a comprehensive effort to develop a tourism ecosystem that is more valuable, inclusive and sustainable. The success of VBY 2027 will be measured not only through an increase in the number of visitors, but also through longer stays, higher tourist expenditure, business opportunities for local enterprises and the broader economic benefits received by society as a whole.