(Bandar Seri Begawan, 7th) Following the positive feedback received during the International Tourism Exchange (ITB China 2025) held in Shanghai this year, the Brunei Tourism Development Board recently partnered with Singapore Airlines and a local travel agency to invite a delegation of representatives from six Chinese travel agencies specializing in Meetings, Incentives, Conferences, and Exhibitions (MICE) to visit and conduct an inspection tour in Brunei.
The delegation members hail from Beijing and Guangzhou, arriving in Brunei on October 28, 2025 for a five-day itinerary to explore Brunei’s unique natural scenery, rich cultural heritage, and warm hospitality, aiming to promote Brunei as an emerging destination for business events and incentive travel.
The itinerary is diverse and rich, covering visits to selected hotels and event venues, teambuilding activities in Serasa, island hopping and interactive ice-breaking games including tug-of-war and team challenges, all designed to foster teamwork and cohesion.
Among the highlights, the luxurious glamping experience at Jerudong Beach allowed guests to enjoy Brunei’s stunning coastal scenery in comfort. In addition, the delegation visited several landmark attractions such as the Jame’ Asr Hassanil Bolkiah Mosque, Istana Nurul Iman, The Frame Art Centre, and the Omar Ali Saifuddien Mosque, gaining a deep appreciation for Brunei’s cultural and architectural charm.
The tour also included an immersive Ulu Temburong nature exploration, where delegation members took part in cooking demonstrations, rafting, kayaking and other activities, experiencing the unique appeal of Brunei’s ecotourism.
During the visit, the Brunei Tourism Development Board and the Chinese travel agency representatives held discussions on future cooperation, exploring potential joint promotion and marketing plans to enhance Brunei’s visibility in the Chinese tourism market and cater to the growing trend of Chinese tourists traveling to Brunei.
According to statistics, Brunei received a total of 39,007 Chinese tourists in 2024, while as of September 2025, that number has already reached 32,555, demonstrating the continuing rise in interest among Chinese travelers to Brunei.
The Brunei Tourism Development Board stated that such inspection and experiential activities play an important role in consolidating this positive trend, and also help further position Brunei as an ideal travel destination that combines both leisure and business events.