(Bandar Seri Begawan, 5th) Acting Director of Brunei Tourism Board, Sharina, stated that the tourism industry awards and commendation ceremony organized by the Board not only affirms the hard work and achievements of industry players, but also serves as an important platform to motivate tourism practitioners to continuously improve service quality and foster innovation and sustainable development.
She pointed out that Brunei’s tourism sector is steadily recovering and continues to grow. In 2025, the number of visitor arrivals via air, land, and sea has exceeded 700,000, marking a 12.6% increase from the previous year. Cruise tourism in particular has performed remarkably, with visitor numbers rising by 46%. It is expected that 26 cruise ships will call at Brunei ports in 2026.
Sharina made these remarks at the “2025 Brunei Tourism Industry Awards and Certificate of Commendation Presentation Ceremony” held in the Grand Banquet Hall of the Handicraft Centre Building.
She said the industry’s positive growth is attributed to improved air connectivity, more convenient flight options provided by the national airline and partners, as well as enhancements in ground transportation and visitor services—including ride-hailing platforms and digital guide apps—which together greatly enhance visitors’ experiences.
She emphasized that tourism continues to play a strategic role in Brunei’s development, having been listed as one of the five top priority sectors for driving economic diversification, job creation, and national growth. Despite numerous challenges, the industry has achieved many key milestones through strong leadership and the ongoing cooperation of government, industry, community, and partners.
In terms of human capital development, Brunei has added 20 new basic-level bird-watching experts to support the growth of niche tourism and enrich the diversity of experiences offered. Since the launch of the tour guide training program in 2018, over 200 certified guides have been trained nationally, including six senior guides, demonstrating a clearer career development path and greater industry sustainability.
She added that industry collaboration continues to expand Brunei’s tourism offerings. Currently, the “Explore Brunei” platform lists nearly 700 tourism products and services, up significantly from about 400 when it was launched in 2023; this reflects close cooperation with travel agencies, hotels, tourism service providers, local communities, village councils, and district offices.
In the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, the annual number of meetings and exhibitions in Brunei has doubled, rising from 17 events to 32 meetings, seminars, and related activities, attracting over 5,000 local and international participants.
She also noted that active participation in international tourism exhibitions and exchange platforms has further strengthened ties with the global industry and raised Brunei’s profile in major source markets.
The awards ceremony invited Minister of Primary Resources and Tourism, Dato Abdul Manaf, as the guest of honor to present the awards. Distinguished guests included Deputy Minister of Finance and Economy, Dato Khairuddin; Chairman of The Empire Hotel, Pehin Kapitan Dato Wu King Ching; Director of Abdul Razak Holding Company, Suhaimi Bosa; and Acting Chief Financial Officer of Royal Brunei Airlines, Su Lijuan, demonstrating the strong support from government and related bodies for the tourism sector.
This year’s ceremony presented a total of 37 awards, commending outstanding performers in Brunei’s tourism ecosystem, including Best New National Tourism Package (Ghufran Travel & Tours), Best Nature Tourism Package (Hasa Incentives), Best Cultural Tourism Package (Eco Ponies Garden), Best Adventure Tourism Package (Oceanic Quest), Best Educational Tourism Package (Freme Travel Services), Best Cruise Agent of the Year (Travelhub Tours), Outstanding New Travel Agency (As-Safa Travel & Tours), Tourism Transformation Award (Bon Asia Holiday), Leading Sustainable Accommodation (Radisson Hotel Brunei), Best MICE Venue (International Convention Centre), and Best Tourist Attraction (Royal Regalia Museum), among others.
The ceremony was held in a grand and lively atmosphere, with representatives from major hotels, travel agencies, tourist attractions, and relevant organizations in Brunei gathering together to witness this important milestone as Brunei’s tourism sector reaches new heights.