ONE of the most appealing aspects of Brunei as a destination is the fact that it’s not over-run with tourists. The peaceful ambiance and omnipresent tranquillity make a refreshing change from the hustle and bustle of many of its Asian counterparts. In fact, tourism figures for Brunei make up less than two per cent of the economy as oil and gas continues its dominance in its contribution to the country’s wealth.
However, according to Salinah Salleh, Tourism officer for Brunei Tourism, marketing efforts are focused on diversifying the economy towards tourism with active Middle Eastern plans in place for 2012. “Currently, we are working very closely with Aviareps and Gulf Reps based in Dubai, UAE who are representatives of Empire Hotel and Country Club and our national carrier Royal Brunei Airlines respectively, in organising familiarisation trips, joint marketing initiatives and road shows in the Middle East market and we will continue with these activities until 2013,” he said.
One of the most successful initiatives to date was the participation in the Unique Choice 16th GCC International Workshop across five cities in the Middle East in the UAE, Qatar and Riyadh. Led by Aviareps, the representative of The Empire Hotel and Country Club, and supported by Brunei Tourism, the workshop led to the engagement of several contracts. In addition, another useful tool for travellers is the launch of the app titled, Discover Brunei, which can be downloaded for free and gives insight into the destination as well as showcasing comments from travellers who have already visited. From an above the line perspective, a joint advertising campaign with Al Rais Travel Agency to promote package tours to Brunei took place in 2011.
Despite its small size, Brunei depends on its mix of nature and history to attract tourists and portrays an element of the unknown with Salleh commenting: “Travellers now are seeking new exotic destinations in which Brunei fits the bill quite nicely. This country has an intriguing factor with many people curious what it has to offer and how it is different from its neighbouring countries. Brunei is focusing on niche tourism so you won’t find our attractions overcrowded but you will find our local people, who are friendly and keen to welcome tourists to the country.”
As a dry country, there is little in the way of entertainment and Salleh outlines some of the challenges faced when attracting visitors from the Middle East region: “The biggest challenge when it comes to the Middle East market is most probably the lack of shopping and entertainment. Brunei is known as a destination that offers nature activities, rich in culture and heritage, which makes for a great getaway for those looking to escape the hustle and bustle of big major cities.”
Despite the challenge, tourism figures are increasing with Middle East arrivals going up 89.73 per cent between 2009 and 2010. However, the region still makes up one of the smaller segments compared to the Asian markets of Singapore, Malaysia, Thailand, Indonesia, The Philippines and Vietnam which in total account for 48 per cent of all visitors between 2005 and 2010.