This document provides an overview of tourism in Brunei Darussalam. In 3 sentences: Brunei aims to establish itself as a desirable Southeast Asian destination known for its pristine nature, authentic Malay culture and royal heritage. Current initiatives include marketing representation offices abroad and a strategic planning study to attract over 500,000 tourists annually by 2020 and contribute meaningfully to the economy. Challenges include limited tourism products and infrastructure as well as the need for improved human resources and greater global awareness of Brunei as a tourist destination.

1. WELCOME TO
BRUNEI DARUSSALAM !!
In a nutshell :
• pristine and easily accessible nature
• ancient Royal heritage
• authentic Malay Islamic culture and traditions
• premium golf , exciting diving
• tasteful opulence in a safe, wholesome and friendly destination

2. W
H
E
R
e
are
We
??

3. How
to
get
here
??
• By plane,
mostly
• With RBA,
mostly
• Also by
land or
sea

4. - 5,765km2, ten times
Singapore’s size
- About 400K people
- 75% covered by rainforest,
most of it pristine
BRUNEI DARUSSALAM, THE ABODE OF PEACE
- Constitutional
Malay Islamic
Monarchy
- English widely spoken
- Currency same value as S$

5. OVER 600 YEARS OF HISTORY AS A SULTANATE
- After centuries of trade with China, India and the
region, became a Sultanate in 1363
- Was first visited by European explorers during its
Golden Age in the 16th century
- Conflicts and encroachment by the
White Rajahs led to decline
- Came under British protection in
1888
- Oil exploitation since 1929
- Independence in 1984

6. What
to do
in Brunei ??

7. Experience rich
Malay traditions
and
culture…

8. • Visit magnificent Mosques
• Stroll through the world’s largest Water Village
• Look for exotic produce at the local markets
• Experience daily life in one of the home stays
• Watch skilled craftspeople at work
Cultural experiences in
the Kingdom of Unexpected
Treasures

9. Iconic Brunei
Mosques
World’s Largest Water
Village

10. Brunei Cultural Diversity

11. Homestay Programs

12. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Be awed by
centuries
of majestic
Royal
heritage…

13. His Majesty Sultan Hj Hassanal Bolkiah
Royal
Tradition
in Brunei

14. Royal Opulence in
Brunei

15. Live it up in
contemporary
Asian style…

16. Golfing in Brunei

17. Diving in
Brunei

18. Active in
Brunei

19. Horse
riding
Relax in
Brunei

20. Meeting, Incentives &
Business in Brunei

21. Lose
yourself
in pristine
nature…

22. • Have a sleepover in the rainforest
• See a sunrise over the forest
canopy
• Look for funny looking monkeys
• Explore a mangrove forest
• Cruise on a black water lake
• Search for strange animals, plants
and insects…
Nature tours in the Green
Heart of Borneo

23. Diverse Flora &
Fauna

24. Brunei Rainforest Experience in
Temburong

25. Brunei
Rainforest Experience in
Temburong

26. Brunei Rainforest
Experience in
Temburong

27. Brunei
Rainforest
Experience
At
Ulu – Ulu
Resort
In
Temburong

28. Where to stay
in Brunei ??

29. The Empire Hotel &
Country Club
www.theempirehotel.com

30. The Radisson Hotel
Brunei Darussalam
www.radisson.com/brunei

31. www.uluuluresort.com
Ulu Ulu Rainforest Resort - Temburong

32. The Brunei Hotel
www.thebruneihotel.com

33. The Rizqun International Hotel
www.rizquninternational.com

34. The
Centrepoint
Hotel
www.thecentrepointhotel.com

35. The Orchid
Garden Hotel
www.orchidgardenbrunei.com

36. The Times Hotel
www.timeshotelbrunei.com

37. BRUNEI TOURISM
Tourism Development Department
At
Ministry of Industry & Primary Resources
Brunei’s National Tourism Administration and NTO

38. VISION
Brunei Darussalam - The region’s Most Exclusive
Destination
MISSION
To act as a catalyst for change and to grow a sustainable, socially and
environmentally responsible tourism industry for the benefit of the nation
BRUNEI TOURISM
The key institutional partner of the tourism industry in Brunei

39. MINISTRY OF INDUSTRY & PRIMARY
RESOURCES STRUCTURE
MINISTRY OF INDUSTRY AND PRIMARY RESOURCES
Department of
Agriculture
Department of
Fisheries
Department of
Forestry
Tourism
Development
Department
BINA
Semaun
Holdings

40. BRUNEI TOURISM STRUCTURE

41. TOURISM INDUSTRY OBJECTIVES
1. To establish Brunei as a desirable holiday destination
2. To create quality and sustainable employment and economic
opportunities
3. To increase foreign exchange revenue
4. To help reduce reliance on Oil and Gas
5. To contribute to make Brunei into an attractive country for foreign
investors

42. HISTORICAL PERSPECTIVE
 Brunei paradox : long history in tourism, but perceived as a new
destination
 Until recently, due to wealth, tourism not seen as a priority
 Tourism now seen as key component of economic diversification
drive
 Brunei Tourism started in the mid 1990’s as a unit in the Ministry of
Industry and Primary Resources
 In 2005, elevated to a Department, and creation of the Brunei
Tourism Board

43. SIGNIFICANT MILESTONES
 Master Plan by KPMG
 VBY 2001 activities and branding, ATF Brunei 2001
 Staff and expertise expansion
 Acquisition of new set of iconic images
 New brochures, information kit, trade fair stands, marketing reach
 Re-branding, new website, new promo materials, new ads
 Department status, Brunei Tourism Board
 Brunei Open Golf Tournament
 Economic Impact Assessment (simulated TSA) by WTTC
 Becoming UNWTO member
 Accurate compilation of air arrival statistics
 Aberdeen Senior Masters
 Tour guide training courses with WFTGA
 Kampong Ayer Cultural and Tourism gallery
 ATF Brunei 2010
 Appointment of Marketing & PR representation offices in China and Australia
 Acquisition of new set of iconic images and videos
 Appointment of Accenture for Strategic Plan Study / Master Plan

44. RECENT SIGNIFICANT INITIATIVES
- Appointment of Beijing Longway as Marketing & PR representation
office in China & Hong Kong
- Appointment of the Walshe Group as Marketing & PR representation
office in Australia & New Zealand
- Commissioning of a comprehensive 4-month long Tourism Study of the
destination by Accenture, resulting in detailed recommendations and
action plans

45. Travel, tourism and hospitality industry :
- one of world’s largest industry and employment provider
- 5% of global GDP / 6.5% of global employment (UNWTO)
- USD3 trillion in economic output (UNWTO)
- 185 million + jobs (UNWTO)
- 3.8% of total worldwide government expenditure (WTTC)
- 940 million + international tourists (7% growth over 2009) (UNWTO)
- USD910 billion + in export revenues (UNWTO)
- 82 million + direct jobs (1:11.5 job/tourist ratio) (UNWTO)
Future long term outlook for the tourism industry is positive, despite a
negative growth in 2009, but followed by a strong recovery in 2010 :
- over 1.5 billion international tourists forecast by the year 2020
- fastest growth to come from Asia Pacific (around 9% annually on
average over the long term)
(UNWTO / WTTC sources)
GLOBAL PERSPECTIVE
(2010 figures)

46. LOCAL PERSPECTIVE
(2010 air arrival figures)
- Total tourist arrivals by air : 214K (+36% over 2009)
- Share : 0.02% of world total (2010 total : 935 million tourists)
0.3% of SEA total (2010 total : 69.6 million tourists)
- Average length of stay : 3 days (643K tourist days)
- Estimated revenue : B$164.6M (B$256 / tourist day)
(0.01% of world total, 0.15% of SEA total)
- Estimated direct employment : 5,200 jobs (1:38.5 job/tourist ratio)
- Representing in 2010 :
• About 20% of available inbound airline seats (based on an estimated 1 million inbound seats)
• About 25% of existing hotel rooms (based on 1.5 pax / room and 70% staying in hotels X 3 nights)
• About 2.7% of labor force (based on an estimated 2010 labor force of 192K)
• About 1% of total exports (based on estimated 2010 total exports of B$15 billion, of which 95% are oil % gas)

47. REALISTIC LONG TERM OBJECTIVES
(2020 targets)
• 2020 forecast tourist arrivals by air : 594K (+11.5% y.o.y.)
• Share : 0.04% of world total (forecast : 1.5 billion tourists)
• Average length of stay : 4.5 days (2.7M tourist days)
• Estimated revenue (current $) : B$695.2M (B$256 / tourist day)
• Estimated direct employment : 16,965 (1:160 job/tourist days
ratio)

49. ACHIEVING OBJECTIVES
•Four Key Areas of Development to be addressed :
•Access
 air, sea, land, internal transportation, visas
•Product
 natural, historical, cultural, general infrastructure, tourism specific
(accommodation, attractions, activities, etc…)
•Human resources
 frontline, services, guiding, interpretation, training
•Market
 marketing & promotion, awareness creation, market
creation, gaining market share

50. CURRENT STATUS•Access
 relatively easy international air access through RBA direct flights and
through Singapore, KL, Bangkok and Hong Kong hubs
 most key markets can enter visa free, with VOA or transit visa
•Products
 pristine rainforest natural attractions, captivating Royal heritage,
interesting Malay cultural experiences, MIB, peace, stability and safety,
balmy tropical weather, clement nature
 luxury accommodation, premium golf, good infrastructure
•Human Resources
 friendly service providers
 English widely spoken, Mandarin and Chinese dialects spoken by many in
services sector
• Markets
 easy access to a number of important source markets
 many have heard of Brunei, mostly in relation to Royalty
 marketing and promotion activities more intense and wider reaching

51. CHALLENGES•Access
 too few airlines, especially LCCs, limited long haul direct access, high cost of
airfare from nearby markets, complicated land access, taxis, buses and road
signage issues
 reduction in flight routes from certain key / growing markets
 visa requirements for certain key markets
•Product
 limited diversity of products and experiences for tourists, maintenance and
integrity problems, low revenue generation
 limited choices of accommodation and activities
•Human Resources
 poor quality and efficiency of service providers
 poor quality of interpretation of tourism experiences, especially in
languages other than English, Bahasa or Mandarin
•Market
 awareness levels still insufficient
 limited global presence, misconceptions about the country
 budgetary and bureaucratic limitations to marketing intensity

52. SOLUTIONS
•Access
 improving air, sea and land connectivity
 attracting more LCCs with incentives, offering more attractive promotional
fares from RBA
 facilitating visa free or visa on arrival entry for markets of interest
 simplifying border crossing procedures
 improving internal access
•Product
 improving general infrastructure
 maintaining and improving existing products
 developing new products and attractions
 developing new activities
 developing sporting and cultural events of international interest

53. SOLUTIONS•Human Resources
 developing tourism training institutions of international standards,
conducting training programs for existing front liners
 changing perceptions about work in the tourism industry
 encouraging student placements abroad for local students
 hiring quality talent and expertise from abroad for skills
 encouraging foreign individuals and companies to establish businesses and
activities
•Market
 conducting sustained, consistent and professional level marketing on a
regular basis
 appointing marketing and PR representatives in key target markets
 conducting nation branding exercise
 marketing to niche and specialized segments
 flexibility, decision making independence and adequate funding

54. MARKETING & PROMOTING
BRUNEI
“Vision without action is merely a dream”
– Joel A. Barker Independent Scholar & Futurist

55. TARGET MARKET SEGMENTS
• Mature and experienced mid to up-market travelers, experience
seekers
• Nature lovers
• Golfers, divers, sports enthusiasts
• Stressed out regional urbanites
• Honeymooners, families and seniors
• Meetings, Incentives and Events (MICE) organizers
• Cultural pride, urban Malays
• Special interest (nature, culture, religion, etc)
• Stop over and multi-destination
• Curiosity and bragging rights factor

56. TARGET MARKET AREAS
- KEY MARKETS
• Malaysia, Singapore
• Far East
• China, Hong Kong
• South Korea, Japan
• Taiwan
• Australia / New Zealand
- PRIORITY MARKETS
• United Kingdom / Ireland
• Western Europe
• Middle East
• Saudi Arabia, GCC
- SECONDARY MARKETS
• Other ASEAN
• Eastern Europe, Russia
• North America
• India
- DOMESTIC MARKET
• Tourism awareness campaigns
• Holidays in Brunei campaign
• Kenali Negara Kitani

57. Safe, peaceful, stable and wealthy
Wholesome, friendly and hospitable
Protected from disasters
Healthy and clean
South East Asia’s
“best kept secret”
Exotic : an ancient and opulent Sultanate nestled on the shores of the
mysterious jungle covered Island of Borneo
POSITIONING BRUNEI

58. NATURE
With a pristine, easily accessible and safe rainforest
environment, Nature is Brunei’s Unique / Core Selling
Proposition that helps differentiate and position the
country in the marketplace.
POSITIONING BRUNEI
CULTURE
With its Malay culture and traditions, MIB philosophy,
unique Kampong Ayer and iconic Mosques, the cultural
aspect defines the destination and strongly determines
the kind of tourism the country wants to have.

59. POSITIONING BRUNEI
HERITAGE
With the appeal of its majestic, opulent and ancient
royal system and lineage, Brunei’s Monarchy, though
not a tourism product per se, is a well known icon for
the country.
CONTEMPORARY ASIA
Its excellent golfing, diving, luxury accommodation,
general good infrastructure, safety, stability,
cleanliness, and family friendly wholesome fun
activities place Brunei among the “New Asia”
countries, a modern, forward looking, prosperous
country with strong traditions but not living in the
past.

60. PROMOTING BRUNEI
- ADVERTISEMENT AND PUBLICITY
• Print, Internet and TV destination awareness ads across main
markets
• Editorial coverage across all media
- MEDIA FAMILIARIZATION VISITS
• Individual and group media trips to experience different aspects
of Destination Brunei
- PUBLIC RELATIONS
• Regular issuing of press releases and feature stories on Brunei
and events organized in Brunei to the media
• Projecting Brunei Tourism’s corporate image to the media and
public
• Crisis management

61. PROMOTING BRUNEI
- PROMOTIONAL MATERIALS
• Printing and distribution of quality collateral materials
- INTERNET PRESENCE
• Website maintenance, updating and monitoring
• Search Engine Optimization and booking engine
• Presence in social networks
- TRADE FAIRS AND PROMOTIONS
• Attending trade events and organizing promotional activities in
main markets
- SPORT AND CULTURAL EVENTS
• Organizing, assisting organizers and promoting locally staged
events (e.g. : Brunei Open, Rugby Sevens, Tour de Brunei, etc)

62. MARKETING BRUNEI
- INDUSTRY FAMILIARIZATION VISITS
• Group or individual familiarization trips for wholesalers, retailers,
MICE organizers and MICE end users to sample and experience
Brunei tourism products
- TRADE FAIRS AND MARKETING EVENTS
• Attending trade fairs and organizing sales missions and product
updates in main markets
• Participating in wholesalers and other partners’ road shows and
marketing events
- OVERSEAS REPRESENTATIONS
• Appointing specialized companies in key markets to conduct PR and
marketing activities with industry partners, media and public on
behalf of Brunei Tourism

63. MARKETING BRUNEI
- MARKETING SUPPORT
• Financial support for local and overseas industry partners to feature
Brunei tourism products in their brochures / websites / fliers
• Joint marketing activities with local and overseas industry partners
for specific tactical promotions of tour packages to Brunei
• Joint activities with wholesalers to increase destination awareness
and sales among retailers
• Promotion of Brunei Tourism initiated thematic packages in short
haul markets (e.g. : golf tours, Islamic package, etc)

64. TOURISM INDUSTRY PERFORMANCE
• Visitor statistics based on landing cards collected from air passengers
arriving at Brunei International Airport (LTAB), compiled by Brunei
Tourism
• Visitor numbers exclude expatriates, foreign workers, students and
others not considered as tourists under the UNWTO definition

65. COMPARATIVE 2007 - 2010 TOTAL FOREIGN TOURIST ARRIVALS AT LTAB BY MARKET AREAS

66. • Note :
• 64.1% of Total Air
Arrivals stayed in Hotels
as Place of
Accommodation
• 38.1% of Total Air
Arrivals stated Holidays
as their purpose of visit
2010 STATISTICS

67. PURPOSE 2008
HOLIDAY (42.4%) 95,671
IN TRANSIT 51,337
BUSINESS 35,669
VISIT FRIEND / RELATIVE 17,090
NOT SPECIFIED 10,204
GOVERNMENT 4,312
EXHIBITION 926
OTHER 10,548
Grand Total 225,757
AIRLINE 2008
ROYAL BRUNEI AIRLINES (68.6%) 154,869
AIR ASIA 18,783
SINGAPORE AIRLINES 14,720
MALAYSIAN AIRLINES 8,060
CHARTERS / PRIVATE 3,928
THAI AIRWAYS 418
NOT SPECIFIED / OTHER 24,979
Grand Total 225,757
ACCOMMODATION 2008
HOTEL (66%) 148,970
RESIDENCE OF FRIEND / RELATIVE 24,381
NOT REQUIRED 18,512
NOT SPECIFIED 13,319
OWN RESIDENCE 6,772
OTHER 13,803
Grand Total 225,757
2008 (benchmark year) BREAKDOWN OF FIGURES

68. FUTURE OUTLOOK
• Most growing trends in tourism favor Brunei
• Geographical location favors Brunei as a regional hub
• Huge tourism markets near Brunei forecasted to be among fastest
growing
• Brunei to be one of a few pristine areas left in the region
• Brunei can steer its tourism industry to cater to the upper ends of
the market
• Brunei is in a position to develop in an unhurried way a tourism
industry that will benefit its people without excessively disrupting
the country’s social fabric or harming its environment

69. •ACCOMMODATION
• Boutique nature resorts, eco lodges
• Wellness retreats, spa resorts, detox centers
• Boutique city hotels
• Beach resorts
• Budget / backpacker accommodation
•ACTIVITIES
• Adventure sports (mountain biking, kayaking, canoeing,
kite boarding, trekking, etc)
• Diving, water sports, sports fishing, bird watching
• Tour operations, specialized tours, bike/4WD tours
•POTENTIAL
• Education : English learning
• Health : specialized treatments, detox, holistic care
• Seniors : retirement communities
DEVELOPMENT OPPORTUNITIES

70. CONCLUSION
The tourism industry cuts across all sectors of the economy, and benefits everyone
Issues of access, products, infrastructure and human resources involve all levels of
government, private sector and society, and need clear policy directions from the
Executive branch of Government
Brunei Tourism is the national tourism organization of Brunei, mostly in charge of
marketing and promoting the destination to the source markets
NO TOURISTS = NO TOURISM INDUSTRY
Tourists have a vast quantity of tourism destinations, experiences and products to
choose from
Their choice of destination is influenced by the efficiency, intensity and quality of
below and above the line destination marketing they are subjected to, and their
satisfaction level by the quality of the experience and the services they enjoy at
the destination

71. The industry’s partner
www.bruneitourism.travel
THANK YOU !
BRUNEI TOURISM