(Bandar Seri Begawan, 11th) The Ministry of Primary Resources and Tourism, through the Tourism Development Department, successfully held a Brunei-Sabah tourism product promotion and networking event.
This event aimed to strengthen partnerships between travel agencies on both sides and explore opportunities for cooperation.
Given that Malaysia is a primary target market for Brunei, this event comes at a time when the number of Malaysian tourists visiting Brunei is steadily increasing. Malaysia has always been one of Brunei's top three tourist source countries.
In 2024, Brunei received a total of 427,536 Malaysian tourist arrivals via sea, land, and air. As of July 2025, total arrivals have reached 272,085, exceeding half of the previous year's total, reflecting continuously strong demand. This growth highlights the potential to forge closer ties between the two countries, and strategic collaborations such as this conference will further strengthen bilateral relations.
This event brought together Bruneian travel agencies and 30 representatives from Sabah, including members from the Sabah Tourism Association (STA) and the Sabah Tourism and Travel Agents Association (SATTA). The aim was to strengthen industry connections and explore opportunities for Brunei and Sabah to jointly develop tourism products.
The event began with a welcoming speech from Tourism Development Department Director Sharina, followed by keynote speakers highlighting Brunei's tourism products, insights into the target market, and an introduction to the country’s unique attractions for effective promotion.
Afterwards, a business-to-business (B2B) networking session was held, where Bruneian and Sabah travel agencies engaged in one-on-one discussions, exchanged ideas, and explored possibilities for cooperation. Participants expressed strong interest in future collaboration, including joint marketing campaigns and cross-border travel packages.
As a follow-up, the Tourism Development Department plans to organize a familiarization trip to Brunei for selected Sabah travel agents in the coming months. Such activities are common practice after these events, designed to allow participants to experience Brunei's tourism products firsthand and to explore ways to incorporate them into future tourism offerings.
This initiative reaffirms the Tourism Development Department’s commitment to strengthening regional tourism cooperation and diversifying Brunei’s visitor markets through partnerships with key stakeholders. By leveraging shared cultural, natural, and adventure attractions, cooperation between Brunei and Sabah helps position Borneo as a unified and competitive tourism destination in Southeast Asia.
For more information about Brunei's tourism activities and products, please visit www.bruneitourism.com or follow @info.bruneitourism on Instagram.
This event aimed to strengthen partnerships between travel agencies on both sides and explore opportunities for cooperation.
Given that Malaysia is a primary target market for Brunei, this event comes at a time when the number of Malaysian tourists visiting Brunei is steadily increasing. Malaysia has always been one of Brunei's top three tourist source countries.
In 2024, Brunei received a total of 427,536 Malaysian tourist arrivals via sea, land, and air. As of July 2025, total arrivals have reached 272,085, exceeding half of the previous year's total, reflecting continuously strong demand. This growth highlights the potential to forge closer ties between the two countries, and strategic collaborations such as this conference will further strengthen bilateral relations.
This event brought together Bruneian travel agencies and 30 representatives from Sabah, including members from the Sabah Tourism Association (STA) and the Sabah Tourism and Travel Agents Association (SATTA). The aim was to strengthen industry connections and explore opportunities for Brunei and Sabah to jointly develop tourism products.
The event began with a welcoming speech from Tourism Development Department Director Sharina, followed by keynote speakers highlighting Brunei's tourism products, insights into the target market, and an introduction to the country’s unique attractions for effective promotion.
Afterwards, a business-to-business (B2B) networking session was held, where Bruneian and Sabah travel agencies engaged in one-on-one discussions, exchanged ideas, and explored possibilities for cooperation. Participants expressed strong interest in future collaboration, including joint marketing campaigns and cross-border travel packages.
As a follow-up, the Tourism Development Department plans to organize a familiarization trip to Brunei for selected Sabah travel agents in the coming months. Such activities are common practice after these events, designed to allow participants to experience Brunei's tourism products firsthand and to explore ways to incorporate them into future tourism offerings.
This initiative reaffirms the Tourism Development Department’s commitment to strengthening regional tourism cooperation and diversifying Brunei’s visitor markets through partnerships with key stakeholders. By leveraging shared cultural, natural, and adventure attractions, cooperation between Brunei and Sabah helps position Borneo as a unified and competitive tourism destination in Southeast Asia.
For more information about Brunei's tourism activities and products, please visit www.bruneitourism.com or follow @info.bruneitourism on Instagram.