Local travel agents should move beyond repeatedly offering the same packages or relying entirely on government promotions by investing in digital marketing and developing more creative and competitive inbound packages.
Minister of Economy, Trade and Industry Yang Berhormat Dato Seri Setia Dr Haji Abdul Manaf bin Haji Metussin made the call in his ministerial statement during the ongoing Second Meeting of the 22nd Legislative Council (LegCo) session yesterday.
“Visitors today search, compare, book and pay through digital channels. Brunei’s tourism products must therefore be available on the platforms used by the market, rather than simply waiting for customers to discover them,” he said.
“Tourism service providers and local travel agents should take advantage of online travel agencies (OTAs), as well as platforms such as Explore Brunei and the Nakhoda Programme.”
The Nakhoda Programme is a new digital tourism platform designed to help travellers discover, plan and experience Brunei Darussalam. It has brought together over 600 tourism products and services.
The minister said these platforms would only produce results if listings were regularly updated, featured appealing descriptions and visuals, provided clear prices and availability, enabled convenient bookings and were supported by prompt responses to customers.
Travel agents were encouraged to partner with OTAs, use customer data and create multi-day itineraries combining nature, culture, adventure, gastronomy, Islamic heritage, shopping, sports, events and community experiences.
Packages could also be tailored for cruise passengers, transit travellers, families, nature lovers, photography enthusiasts, educational tourists and birdwatchers. A broader selection of quality options would give visitors more reasons to stay and spend.
Yang Berhormat Dato Seri Setia Dr Haji Abdul Manaf also said cashless payment was no longer an additional convenience but a fundamental part of a destination’s competitiveness.
Visitors who could pay quickly and securely were more likely to purchase food, handicrafts, souvenirs and services. Transactions and revenue opportunities could otherwise be lost when vendors accepted only cash.
Three vendors at the Gadong Night Market have begun accepting cashless payments through Visa or Mastercard, while QR code payments are gaining popularity among vendors in Pekan Muara.
“This is a positive development because visitors do not necessarily carry large amounts of local currency,” he said.
He called on more vendors, particularly those at popular visitor destinations, night markets, food centres, shopping areas and community attractions, to accept digital payments.
While ministries and relevant agencies could assist through facilitation, training and joint promotions, industry players must take commercial responsibility for improving their content, managing inventory and converting customer interest into sales.
(news source: Borneo Bulletin ; pic source: Info Foto, Jbt Penerangan)
