Interview with Salinah Salleh, Acting Director, Brunei Tourism

17 Dec Interview with Salinah Salleh, Acting Director, Brunei Tourism

What roadmap has Brunei set for its tourism industry under its larger 2035 diversification strategy?

Tourism is one of the five priority sectors in Brunei Darussalam’s Economic Blueprint aimed at diversifying the economy and achieving the nation’s sustainability goals under the larger Wawasan 2035 program. The Brunei Tourism Industry Roadmap 2024-2035 envisions Brunei as a peaceful oasis in Southeast Asia; it aims to balance cultural and natural heritage with sustainability to position Brunei as a vibrant and premier tourist destination and contribute to the nation’s socioeconomic development. The roadmap outlines four key development segments: becoming a hub for culture, nature and adventure tourism; enhancing the appeal for wellness, health and Islamic tourism; establishing itself as an internationally renowned ecotourism destination; and ensuring seamless access for travelers.

What is Brunei Tourism doing to enhance Brunei’s brand as a prime tourism destination?

Our primary strategies focus on enhancing tourism products, strengthening marketing efforts and improving infrastructure and manpower to support the industry’s growth. In the USA, Brunei is not yet widely known. We aim to offer high-quality, competitive and sustainable tourism products. Earlier this year, we launched Explore Brunei, a platform featuring activities services and products across all four districts. This website helps agents create customized packages by showcasing cultural tours, accommodations and food options. Many people mistakenly associate Brunei with the Middle East. We focus on educating them that Brunei is located on the island of Borneo next to Malaysia in Asia. We promote Brunei through both physical and digital channels. Physically, we participate in international expos and collaborate with local and international travel agents. We target key markets like China, Korea, Japan, Malaysia, Singapore and Australia, with plans to expand into Thailand, Indonesia, Vietnam, Taiwan and return to the Middle East for the Arabian Travel Market in 2025. We also organize familiarization trips for agents and media. Digitally, we partner with online travel agencies like Expedia and Agoda and actively promote Brunei via social media. Efforts are also underway to enhance tourism infrastructure, workforce capacity and hospitality training. We offer courses in hospitality, tourism and tour guiding to improve service quality for visitors.

What is the country doing to achieve the UN’s Sustainable Development Goals in tourism?

The Tourism Development Department has adopted a nationwide approach to sustainability and green transformation to achieve the Sustainable Development Goals. One phase of our tourism roadmap aims to make Brunei a globally recognized ecotourism destination known for sustainable tourism practices. Our efforts are focused on creating a sustainable tourism ecosystem that respects and preserves the natural environment while offering complementary activities such as hiking, mountain biking, bird watching and diving. We are committed to promoting conservation and responsible tourism. Local hotels use biofuels for agricultural purposes and are leading sustainability efforts, including Radisson Brunei and its Soap for Hope initiative and Star Lodge Hotel.

What key hurdles does Brunei need to overcome to attract more visitors?

Recovering from the COVID-19 pandemic has been a significant challenge, with tourist numbers not yet returning to pre-2019 levels. This is a common trend across most countries in the Association of Southeast Asian Nations region. Despite having fewer flights in 2024 — 135 compared to 221 in 2019 — we have seen a 56.5% increase in tourist arrivals, with nearly 230,000 visitors from January to October. We have also experienced growth in cruise tourism, with 12 cruise calls expected by the end of the year — double the number in 2023 — with 10 being new maiden calls. Internationally, we have signed memorandums of understanding with Thailand, the Philippines and Singapore to boost marketing, tourism exchange and industry collaboration. Moving forward, we aim to improve the collaboration between the government and private sector to support our tourism roadmap.

What are your top priorities for Brunei Tourism over the next five years?

Brunei Tourism is actively developing tourism products, updating infrastructure and upskilling the workforce. We use detailed data insights to align our efforts with current trends and future demands. A key focus will be promoting the Abode of Peace campaign that reflects Brunei’s peaceful essence — a sentiment shared by visitors.

Why should US and other foreign visitors consider Brunei as their next travel destination?

While Brunei may not offer nightlife like Bangkok or Singapore, it provides a unique experience, with nature just minutes from the city center. Visitors can even have the rare opportunity of hiking before breakfast. Though not for the masses, Brunei appeals to niche travelers seeking something different. While challenges remain, we have a strong team and support from various ministries. We expect increased tourism and flights in the coming years. Bruneians welcome the world to experience our true culture, which is often misunderstood. Our people are warm, happy and content with our leadership and way of life. Travelers are demanding change; not everyone seeks a hectic and bustling tourism experience. While we may not have amenities such as large malls, we are fine with that. Brunei will always feel like home.