Lose
yourself
in pristine
nature…
Diverse Flora &
Fauna
Brunei Rainforest Experience in Temburong
Brunei Rainforest
Experience in Temburong
Brunei Rainforest
Experience in Temburong
Brunei
Rainforest
Experience
At
Ulu – Ulu
Resort
In
Temburong
Ulu – Ulu Rainforest Resort in Temburong
www.uluuluresort.com
BRUNEI TOURISM
Tourism Development Department
At
Ministry of Industry & Primary Resources
Brunei’s National Tourism Administration and NTO
BRUNEI TOURISM
The key institutional partner of the tourism industry in Brunei
VISION
Brunei Darussalam - The region’s Most Exclusive
Destination
MISSION
To act as a catalyst for change and to grow a sustainable,
socially and environmentally responsible tourism industry for
the benefit of the nation
HISTORICAL PERSPECTIVE

Brunei paradox : long history in tourism, but perceived as a
new destination

Until recently, due to wealth, tourism not seen as a priority

Tourism now seen as key component of economic
diversification drive

Brunei Tourism started in the mid 1990’s as a unit in the
Ministry of Industry and Primary Resources

In 2005, elevated to a Department, and creation of the Brunei
Tourism Board
TOURISM INDUSTRY OBJECTIVES
1. To establish Brunei as a desirable holiday destination
2. To create quality and sustainable employment and economic
opportunities
3. To increase foreign exchange revenue
4. To help reduce reliance on Oil and Gas
5. To contribute to make Brunei into an attractive country for foreign
investors
CURRENT STATUS
(2010 figures)
- Total tourist arrivals by air : 200K (+27%)
- Average length of stay : 3 days (600K tourist days)
- Estimated revenue : B$153.6M (B$256 / tourist day)
- Estimated direct employment : 5,200 jobs (1:38.5 job/tourist ratio)
RECENT SIGNIFICANT INITIATIVES
- Appointment of a Marketing & PR representation office in China & Hong
Kong
- Appointment of a Marketing & PR representation office in Australia &
New Zealand
- Commissioning of a comprehensive 4-month long Tourism Study of the
destination by Accenture, resulting in detailed recommendations and
action plans
MARKETING & PROMOTING
BRUNEI
“Vision without action is merely a dream”
– Joel A. Barker Independent Scholar & Futurist
POSITIONING BRUNEI
Safe, peaceful, stable and wealthy
Wholesome, friendly and hospitable
Protected from disasters
Healthy and clean
South East Asia’s
“best kept secret”
Exotic : an ancient and opulent Sultanate nestled on the shores of the
mysterious jungle covered Island of Borneo
POSITIONING BRUNEI
NATURE
With a pristine, easily accessible and safe rainforest
environment, Nature is Brunei’s Unique / Core
Selling Proposition that helps differentiate and
position the country in the marketplace.
CULTURE
With its Malay culture and traditions, MIB
philosophy, unique Kampong Ayer and iconic
Mosques, the cultural aspect defines the
destination and strongly determines the kind of
tourism the country wants to have.
POSITIONING BRUNEI
HERITAGE
With the appeal of its majestic, opulent and
ancient royal system and lineage, Brunei’s
Monarchy, though not a tourism product per se,
is a well known icon for the country.
CONTEMPORARY ASIA
Its
excellent
golfing,
diving,
luxury
accommodation, general good infrastructure,
safety, stability, cleanliness, and family friendly
wholesome fun activities place Brunei among the
“New Asia” countries, a modern, forward looking,
prosperous country with strong traditions but not
living in the past.
TARGET MARKET SEGMENTS
• Mature and experienced mid to up-market travelers,
experience seekers
• Nature lovers
• Golfers, divers, sports enthusiasts
• Stressed out regional urbanites
• Honeymooners, families and seniors
• Meetings, Incentives and Events (MICE) organizers
• Cultural pride, urban Malays
• Special interest (nature, culture, religion, etc)
• Stop over and multi-destination
• Curiosity and bragging rights factor
TARGET MARKET AREAS
- KEY MARKETS
• Malaysia, Singapore
• Far East
• China, Hong Kong
• South Korea, Japan
• Taiwan
• Australia / New Zealand
- PRIORITY MARKETS
• United Kingdom / Ireland
• Western Europe
• Middle East
• Saudi Arabia, GCC
- SECONDARY MARKETS
• Other ASEAN
• Eastern Europe, Russia
• North America
• India
- DOMESTIC MARKET
• Tourism awareness campaigns
• Holidays in Brunei campaign
• Kenali Negara Kitani
FUTURE OUTLOOK
• Most growing trends in tourism favor Brunei
• Geographical location favors Brunei as a regional hub
• Huge tourism markets near Brunei forecasted to be among
fastest growing
• Brunei to be one of a few pristine areas left in the region
• Brunei can steer its tourism industry to cater to the upper ends of
the market
• Brunei is in a position to develop in an unhurried way a tourism
industry that will benefit its people without excessively
disrupting the country’s social fabric or harming its environment
TOTAL AIR ARRIVALS
MONTHLY AVERAGE
49,728
16,304
4,719
13,907
13,242
3,276
4,144
1,359
393
1,159
1,104
273
101,176
50.59%
30.99%
8,431
22,379
1,330
3,615
1,945
2,498
1,865
111
301
162
208
31,755
15.88%
34.34%
2,646
15,325
9,225
1,277
769
24,563
12.28%
11.35%
2,047
16,781
7,267
966
5,648
1,443
1,398
606
81
471
120
32,169
16.08%
17.52%
2,681
189,662
94.83%
26.18%
15,805
10,330
861
GRAND TOTAL
199,992
16,666
% > OVER 2009
27.00%
MARKET AREAS
ASEAN
2010 STATISTICS
• Note :
•
•
•
Performance projection
based on available data
72.04% of Total Air
Arrivals stayed in Hotels
as Place of
Accommodation
43.75% of Total Air
Arrivals stated Holidays
as their purpose of visit
• 2011 Outlook :
•
Target for 2011 set at
20% increase
MALAYSIA
SINGAPORE
THAILAND
INDONESIA
PHILIPPINES
VIETNAM
SUB-TOTAL
% OF GRAN D TOTAL
% > OVER 2009
FAR EAST
CHINA (PRC)
HONG KONG
JAPAN
KOREA
TAIWAN
SUB-TOTAL
% OF GRAN D TOTAL
% > OVER 2009
AUSTRALIA / NZ
AUSTRALIA
NEW ZEALAND
SUB-TOTAL
% OF GRAN D TOTAL
% > OVER 2009
LONG HAUL
UK /
WESTERN EUROPE
EASTERN EUROPE
NORTH AMERICA
MIDDLE EAST
SUB-TOTAL
% OF GRAN D TOTAL
% > OVER 2009
TOTAL MARKET AREAS
% OF GRAN D TOTAL
% > OVER 2009
Non-market specific areas
DEVELOPMENT OPPORTUNITIES
• ACCOMMODATION
• Boutique nature resorts, eco lodges
• Wellness retreats, spa resorts, detox centers
• Boutique city hotels
• Beach resorts
• Budget / backpacker accommodation
• ACTIVITIES
• Adventure sports (mountain biking, kayaking, canoeing, kite
boarding, trekking, etc)
• Diving, water sports, sports fishing
• Tour operations, specialized tours, bike/4WD tours
• POTENTIAL
• Education : English learning
• Health : specialized treatments, detox, holistic care
• Seniors : retirement communities
BRUNEI TOURISM
The industry’s partner
www.bruneitourism.travel
THANK YOU !