Coordinating Minister of Economic Policies and Minister of Economy, Trade and Industry Yang Berhormat Dato Seri Setia Dr Haji Abdul Manaf bin Haji Metussin on the second day of the Second Meeting of the 22nd Legislative Council (LegCo) Session revealed that the ministry is adopting a High-Value / High-Yield Tourism strategy and seven key initiatives to attract tourists for Visit Brunei Year 2027 (VBY 2027).
The minister explained that the approach for VBY 2027 is not solely focused on volume. Given the niche nature of the local market, the strategy aims to attract visitors who stay longer, spend more, and enjoy unique travel experiences.
Firstly, tourism promotion will be enhanced through aggressive international marketing, including participation in 24 travel expos, strategic partnerships with global television networks like CNN, Euronews, and Al Jazeera, digital marketing with leading Online Travel Agencies (OTAs), and hosting 10 international influencers. Secondly, the ministry is strengthening high-value products across six themes: adventure and nature, arts and creative economy, cultural heritage, local gastronomy, sports, and Islamic heritage.
Thirdly, the ministry is developing a VBY 2027 National Events Calendar featuring cultural, gastronomic, sporting, and business events, including flagship events like the SHOAS Bridge Marathon, an International Art Exhibition, and a proposed International Food Festival.
VBY 2027 also coincides with the Diamond Jubilee Celebration commemorating the 60th Anniversary of His Majesty Sultan Haji Hassanal Bolkiah Mu’izzaddin Waddaulah ibni Al-Marhum Sultan Haji Omar ‘Ali Saifuddien Sa’adul Khairi Waddien, Sultan and Yang Di-Pertuan of Brunei Darussalam’s Accession to the Throne.
Fourth, grassroots participation is being encouraged by actively involving Mukim and Village Consultative Councils (MPM and MPK) in developing local packages.
Fifth, digital platforms and payment systems are being leveraged alongside partners like Agoda and CTrip to facilitate easier bookings and cashless transactions for vendors and small businesses.
Sixth, tourism infrastructure and facilities are being enhanced through private sector support, such as the development of a new resort by Borneo Eco-Resort.
Seventh, the ‘Mesra Senegara’ (Nationwide Hospitality) campaign is being introduced to promote a culture of friendliness and courtesy among frontline personnel.
Yang Berhormat Dato Seri Setia Dr Haji Abdul Manaf concluded that VBY 2027 is a comprehensive national effort to build an inclusive and sustainable tourism ecosystem.
(news source: Borneo Bulletin ; pic source: Info Foto, Jbt Penerangan)
