BANDAR SERI BEGAWAN – Brunei is targeting new tourism markets in 2026—including North America, southwest Asia, and western Europe—as part of a strategic push to boost international arrivals, the Minister of Primary Resources and Tourism (MPRT) announced Monday.
Speaking at the Legislative Council, Dato Dr Hj Abd Manaf Hj Metussin said the sultanate is expanding its global footprint through international expos in hubs like Dubai, Sydney, Seoul, and Shanghai to cultivate new collaborations.
Breaking new markets through digital marketing
To support this, the Tourism Development Department will appoint overseas representatives to navigate “geo-locked” digital platforms like China’s Douyin, South Korea’s Naver, and WeChat. It is also finalising a comprehensive marketing strategy to bridge the gap between regional visitors and travelers from further afield like Europe and North America.
These efforts serve as a runway for Visit Brunei Year 2027, which coincides with His Majesty the Sultan’s Diamond Jubilee. A pre-launch phase will begin in Q2 2026 to ensure the nation’s infrastructure is ready for more tourist arrivals.
On the development front, the minister highlighted a 20-year cooperation agreement between the Forestry Department and Borneo Eco Resort to transform Berakas Forest Recreational Park into a world-class ecotourism destination.
Cruise ships boost tourist numbers
The expansion follows a strong 2025, which saw 763,000 international visitors—a 13% increase over the previous year. While land and air arrivals grew by 14% and 7% respectively, sea arrivals surged by 46%, fueled by cruise ship arrivals.
Last year, 15 cruise ships berthed in the country; that number is expected to more than double to 32 in 2026.
The number of active inbound travel agents has also jumped from 10 in 2022—after COVID decimated the local travel industry— to 31 today—a 210% increase in local capacity.
The minister shared that there are currently 62 agents licensed under the Tourism Development Department.