BANDAR SERI BEGAWAN – Brunei is concentrating on new tourism markets in 2026—together with North America, the Center East, and western Europe—as a part of a strategic push to spice up worldwide arrivals, the Minister of Major Sources and Tourism (MPRT) introduced Monday.
Talking on the Legislative Council, Dato Dr Hj Abd Manaf Hj Metussin mentioned the sultanate is increasing its international footprint by way of worldwide expos in hubs like Dubai, Sydney, Seoul, and Shanghai to domesticate new collaborations.
Breaking new markets by way of digital advertising and marketing
To help this, the Tourism Improvement Division will appoint abroad representatives to navigate “geo-locked” digital platforms like China’s Douyin, South Korea’s Naver, and WeChat. It is usually finalising a complete advertising and marketing technique to bridge the hole between regional guests and vacationers from additional afield like Europe and North America.
These efforts function a runway for Go to Brunei Yr 2027, which coincides with His Majesty the Sultan’s Diamond Jubilee. A pre-launch part will start in Q2 2026 to make sure the nation’s infrastructure is prepared for extra vacationer arrivals.
On the event entrance, the minister highlighted a 20-year cooperation settlement between the Forestry Division and Borneo Eco Resort to remodel Berakas Forest Leisure Park right into a world-class ecotourism vacation spot.
Cruise ships increase vacationer numbers
The enlargement follows a powerful 2025, which noticed 763,000 worldwide guests—a 13% improve over the earlier 12 months. Whereas land and air arrivals grew by 14% and seven% respectively, sea arrivals surged by 46%, fueled by cruise ship arrivals.
Final 12 months, 15 cruise ships berthed within the nation; that quantity is predicted to greater than double to 32 in 2026.
The variety of energetic inbound journey brokers has additionally jumped from 10 in 2022—after COVID decimated the native journey trade— to 31 immediately—a 210% improve in native capability.
The minister shared that there are at the moment 62 brokers licensed below the Tourism Improvement Division.
