![](https://mastercms.alhilalgroup.com/source/28/04/images/CANOPY-WALK.jpg)
Brunei is one of the world’s truly green destinations. SALINAH SALLEH, on behalf of the country’s tourism board, spoke to TTN about efforts to draw in more visitors
What was the total number of tourists visiting Brunei in 2009 and how does this compare to previous years?
In total 157,474 tourists came to Brunei last year. Figures were down in all markets compared to the gains made in 2007 and 2008. No doubt due in part to big drops in the Chinese and Korean markets caused by the twin shocks of a weak economy and the scare of H1N1, which also affected our traditional stopover markets such as Australia and the UK.
The good news is that we can see the signs of recovery in the fourth quarter.
Though holiday arrivals are down by 35.6 per cent, if we compare the 2009 and 2008 figures without China and Korea, the drop is only of 16.1 per cent, still high compared to the world’s (-four per cent) and the region’s (-1.9 per cent) results, but comparable to some destinations such as Japan which was down 30 per cent.
In order to regain our 2008 regional market share, we need to grow total arrivals by 34.8 per cent which means that besides looking at fundamentals such as products, access and service, Brunei would need to step up promotional activities in the target market areas and start using more the internet and social networks.
Where do the visitors come from, do you have any numbers for those coming from the Middle East?
The top five foreign tourist arrivals by air are from Malaysia, China, the UK, Singapore and Australia. Arrivals from the Middle East (GCC countries only) were at 711 in 2009.
Brunei is attending the Arabian Travel Market in May, is the destination hoping to attract more Middle East visitors and are there any special promotions planned?
It is hoped that numbers of Middle East visitors will increase in 2010. Between 2005 and 2008, there was a healthy increase of Middle Eastern arrivals. Although it may be a small number in comparison to the European market, it is definitely an encouraging number. In terms of special promotions, Brunei Tourism will be working with national airlines as well as our local tour operators on this.
Has the country set target numbers for 2010 and beyond and, if so, how do you hope to achieve these?
The outlook for tourism in 2010 is in general good for the world and especially the region looking at a six per cent increase in total tourist arrivals. Plans to achieve this are through activities such as attending trade fairs, advertising in support of editorial features on Brunei, hosting familiarisation visits for foreign media and tour agencies, participating in road shows, having an internet presence and distributing widely our promotional materials.
We are in the process of appointing marketing representatives in our target markets.
![]() |
Masjid Sultan Omar Ali |
What are Brunei’s unique selling points, how are these being promoted and how is the government working with the private sector on this?
Brunei Tourism has been using branding and imaging for the last five years that defines Brunei as a destination rich in natural, cultural heritage and contemporary attractions.Though many destinations in the region can boast of similar attractions, what makes Brunei stand out is the peace, safety and tranquility, far from the crowds and the usual commercialism. Furthermore, with pristine natural environments being so easily accessible in Brunei, it allows many people to experience a tropical rainforest habitat in the ‘Heart of Borneo’ without the effort and time needed in other places.
I understand there is a move to form a professional tour guides’ association, how is this progressing and when is it likely to be in place?
Since 2009, we have already successfully had two batches of training from the World Federation of Tour Guides Association to better the quality of tour guides in the country. Brunei Tourism will continue to conduct the tour guide training in 2010 and the tour guides will be encouraged to set up their own association, however this is still in the planning stages
Brunei is also known to be very strong on eco-tourism, is this something that is helping to draw visitors to the natural scenery and wildlife and what steps are being taken to both promote and protect this resource?
Brunei can boast of good ‘green’ credentials, especially now that it is a signatory to the ‘Heart of Borneo’ transnational project, but also because of its long-standing forestry policies controlling and limiting the extent of logging activities, its preservation of water catchment areas and rainforest and mangrove covered areas and its successful social integration of indigenous communities.
Most of all, with a primary rainforest and canopy walk experience less than three hours away from downtown, easy viewing of a large Borneo endemic primate species 20 minutes from downtown and some of the best preserved mangroves in Southeast Asia less than an hour away; safe, stable, healthy and peaceful Brunei has, with Temburong and Selirong and its species of proboscis monkeys, a nature offering hard to beat in the region.
How will Brunei’s tourism industry develop into the future?
Brunei is strategically located at the centre of the fastest-growing region for tourism in the world. Whether it’s ecotourism, wellness, relaxation, golf tourism, experience-based tourism, cruise tourism or to cater to the growing numbers of baby boomers seeking new and different places to discover, Brunei has, or can develop, elements to appeal. Furthermore, with the growth from markets such as China, India and Southeast Asia, in 10 years time the region will be flooded with masses of tourists, most of them first-time travellers. The more mature, experienced tourists will be looking for places not overrun by the crowds and will be willing to pay a premium for exclusivity. Brunei is ideally suited to cater for this.
For Middle East visitors, we hope to encourage those who are already visiting Malaysia or Singapore to view Brunei as an extension and come, explore and discover what Brunei has to offer. Because Brunei is small and compact, most main attractions can be seen in a few days, making it ideal for an extension as well as for a stopover on the way to the Gold Coast in Australia, as our national airline connects Dubai to Brisbane via Brunei.