(Bandar Seri Begawan, 11th) The Ministry of Primary Resources and Tourism of Brunei, through the Tourism Development Department (TDD), in collaboration with local travel agencies, held a dialogue session at the ministry hall to engage with representatives from 45 travel agencies from Hubei Province, China.
This event aimed to strengthen bilateral tourism cooperation, deepen market understanding, and promote Brunei's tourism products to one of the major outbound tourism markets in China.
At the dialogue, Acting Director of Tourism Development Department, Salinah Salleh, emphasized Hubei's strategic location and its convenient air routes with Beijing. This not only offers tremendous potential for attracting more tourists to Brunei via the Beijing-Brunei direct flight, but also provides a convenient gateway to Borneo.
Bandar Seri Begawan serves as a convenient gateway to Sabah, Sarawak, Balikpapan, and other regional destinations, making Brunei an outstanding multi-destination hub in the broader Borneo region.
She also pointed out that the number of visitors from China has been steadily recovering, rising from 24,259 in 2024 to 26,394 in 2025, mainly due to the growth in cruise passenger flow.
During the dialogue, the Ministry of Tourism delivered a product presentation titled "Unveiling the Secrets of Brunei: How to Promote Its Unique Attractions". The presentation provided an in-depth analysis of target markets most suitable for Brunei’s distinctive products, highlighting the country’s natural, cultural, heritage, and experiential products' fascinating uniqueness to support effective promotion.
. In his closing speech, Xiao Hongfa, Chairman of China Tourism and Culture Group, expressed his gratitude for Brunei's warm hospitality. Brunei truly lives up to its name as the 'Abode of Peace'.
"Brunei's beautiful natural scenery, peaceful society, and dedicated protection and development of its tourism industry left a deep impression on us. From water villages to tropical rainforests, from cultural heritage to modern tourism facilities, Brunei showcases a country that both respects tradition and looks to the future,"
He said that the strong support and clear direction from Brunei’s leadership have deepened their understanding of Brunei's tourism development vision.
He believes that it is possible to establish closer cooperation with Brunei’s tourism industry, and looks forward to opportunities in high-end tourism products, promoting Brunei to Chinese tourists, unifying service standards, and integrating culture and tourism experiences, thereby showcasing Brunei’s unique charm to the Chinese market.
The Tourism Board had previously participated in ITB China, and welcomed representatives of travel agencies from various provinces in China to conduct inspection visits.
Brunei has also partnered with Ctrip and has been selected as a 2025 strategic partner destination.
Looking ahead, Brunei Tourism Board plans to participate next year in the China Outbound and Inbound Travel Mart (COITM) to be held in Beijing, to deepen cooperation with industry partners, expand promotion scope, and raise Brunei’s visibility among Chinese outbound tourists.
This event aimed to strengthen bilateral tourism cooperation, deepen market understanding, and promote Brunei's tourism products to one of the major outbound tourism markets in China.
At the dialogue, Acting Director of Tourism Development Department, Salinah Salleh, emphasized Hubei's strategic location and its convenient air routes with Beijing. This not only offers tremendous potential for attracting more tourists to Brunei via the Beijing-Brunei direct flight, but also provides a convenient gateway to Borneo.
Bandar Seri Begawan serves as a convenient gateway to Sabah, Sarawak, Balikpapan, and other regional destinations, making Brunei an outstanding multi-destination hub in the broader Borneo region.
During the dialogue, the Ministry of Tourism delivered a product presentation titled "Unveiling the Secrets of Brunei: How to Promote Its Unique Attractions". The presentation provided an in-depth analysis of target markets most suitable for Brunei’s distinctive products, highlighting the country’s natural, cultural, heritage, and experiential products' fascinating uniqueness to support effective promotion.
. In his closing speech, Xiao Hongfa, Chairman of China Tourism and Culture Group, expressed his gratitude for Brunei's warm hospitality. Brunei truly lives up to its name as the 'Abode of Peace'.
"Brunei's beautiful natural scenery, peaceful society, and dedicated protection and development of its tourism industry left a deep impression on us. From water villages to tropical rainforests, from cultural heritage to modern tourism facilities, Brunei showcases a country that both respects tradition and looks to the future,"
He said that the strong support and clear direction from Brunei’s leadership have deepened their understanding of Brunei's tourism development vision.
He believes that it is possible to establish closer cooperation with Brunei’s tourism industry, and looks forward to opportunities in high-end tourism products, promoting Brunei to Chinese tourists, unifying service standards, and integrating culture and tourism experiences, thereby showcasing Brunei’s unique charm to the Chinese market.
The Tourism Board had previously participated in ITB China, and welcomed representatives of travel agencies from various provinces in China to conduct inspection visits.
Brunei has also partnered with Ctrip and has been selected as a 2025 strategic partner destination.
Looking ahead, Brunei Tourism Board plans to participate next year in the China Outbound and Inbound Travel Mart (COITM) to be held in Beijing, to deepen cooperation with industry partners, expand promotion scope, and raise Brunei’s visibility among Chinese outbound tourists.