Minister of Primary Resources and Tourism, Yang Berhormat Dato Seri Setia Dr Haji Abdul Manaf bin Haji Metussin noted that the Ministry of Primary Resources and Tourism (MPRT) will continue to strengthen its efforts to develop, diversify, strengthen and promote tourism products based on culture, nature and adventure.
This is to support the development of the tourism industry through the Tourism Industry Roadmap, aimed to increase tourist arrivals by promoting Brunei Darussalam as a destination known for its peace and tranquility in Southeast Asia.
Several initiatives, projects and events have been launched by MPRT in terms of promotion and marketing throughout 2024 such as identifying six new target markets to promote and attract tourists to this country, including Dubai, Indonesia, the United Kingdom (UK), Thailand and Vietnam.
Another initiative is participating in three exhibitions and holding four networking sessions abroad such as South Korea, Singapore, Japan and Indonesia and recently a roadshow in Miri, Sarawak promoting the Brunei Coffee Trail.
Leveraging marketing through social media influencers is another initiative where 18 influencers have been invited to promote this country as a tourist destination to their target audience.
MPRT also conducted 12 familiarisation visits of travel agents from Japan, the UK, Singapore, Dubai and others to promote specific tourism products such as educational, Islamic, birdwatching and diving tourism and worked with online travel agencies such as Tripadvisor, Expedia and Agoda.
This serves as a platform to conduct marketing campaigns to enable customers to make direct online bookings with bookings totaling USD240,000 being secured to date.
On product development, the ministry has taken the initiative to increase the attractiveness and diversity of tourism products through the online Tourism Product Directory – ExploreBrunei, which helps travel agents develop travel packages, with 668 activities listed in ExploreBrunei.
The Tutong river safari and Labi exploration, Brunei heritage river cruise and Temburong destination package are among the packages offered.
A Tourism Service Providers Enhancement Programme and Tourism Package Development Workshop was also implemented involving 38 local entrepreneurs aimed at increasing the value of tourism products and providing resources to improve tourism packages.
MPRT continues to work with the Ministry of Home Affairs (MoHA) including encouraging Village Councils to update information on potential products and activities for promotion among tourists.
The ministry has also formulated several strategic plans to develop the Islamic Tourism Industry and Educational Tourism to further strengthen the tourism sector in Brunei Darussalam with packages offered including visits to Omar ‘Ali Saifuddien Mosque, Jame’ Asr Hassanil Bolkiah and Balai Khazanah Islam Sultan Haji Hassanal Bolkiah.
A mosque tour is also included in the package and a Ramadhan experience with a joint iftar at the main mosque, as well as participation in the Maulidur Rasul celebration ceremony and local Islamic traditions.
Strengthening collaboration with international and local universities to attract more students and researchers are among the ongoing efforts on educational tourism to make Brunei Darussalam a unique educational destination such as offering in-depth learning experiences.
This is done by showcasing biodiversity, cultural heritage and sustainable development through planned study tours and themed workshops including rainforests, traditional arts and Islamic culture.
Educational programmes such as English language learning and summer camps including the UBD AUN Summer Camp 2024, UTB Odyssey, and the 14th International Summer Medical School Programme which attracted international students is another effort with the main factor of the attraction is the peaceful, safe and green environment, making the country a preferred destination in the region.
There are also student exchange programmes with countries such as Singapore, Japan and others and familiarisation visits from educational institutes such as those from Japan to attract more Japanese students to the country.
The ministry has also implemented various programmes and training courses involving youth to increase the capacity and quality of services in the hospitality sector and services provided to visitors. The competency framework and career pathways have been drafted under the manpower industry steering committee for hospitality and tourism.
These include positions of receptionist, room attendant, public area cleaner, bartender, waiter/waitress, kitchen helper, commis chef, tourist guide, and travel consultant while several competency frameworks and career pathways are still in preparation.
MPRT will also continue to provide support by providing allocations to provide and improve basic infrastructure and facilities, especially in tourism destinations through National Development Plan projects and Public Private Partnership projects such as at jetties on the Brunei River, Sungai Tutong and Forest Recreation Parks as well as installation of information signs at tourist destinations and signs on highways and village roads to ensure a comfortable and safe experience for tourists.
With these preparations and improvements, the ministry also encourages Mukim and Village Councils to seize entrepreneurial opportunities, especially in places that are often visited by tourists by providing various tourism-related services and products, such as selling souvenirs, food or beverages.
Young people in particular are encouraged to be more innovative in offering new ideas as the increase in the number of tourists in Luagan Lalak provides opportunities for the local community to promote local products such as Limau Labi juice, which can be marketed as souvenirs in the form of downstream products.
The ministry is committed in its efforts to increase production from the agricultural and fisheries sectors, as well as the tourism sector in addition to preserving the environment to ensure forest development and conservation.
Cooperation from stakeholders, the private sector and the community is also needed and will continue to be implemented in line with the ‘Whole-of-Government’ and ‘Whole-of-Nation’ approaches to achieve the set targets and subsequently support contributing to the growth of gross domestic product including increasing job opportunities in related sectors. – Lyna Mohamad
