(Bandar Seri Begawan, 13th) The Malaysia Tourism Board participated in the “Brunei Sabre Travel Fair 2025” at the Jerudong BRIDEX International Conference Centre from June 13 to 14, fully promoting Malaysia’s diverse tourism resources and paving the way for “Malaysia’s Tourism Year 2026”.
The Malaysia Pavilion brought together seven exhibitors from Melaka, Kedah, Sabah, Sarawak, and the Federal Territory of Labuan, launching exclusive promotions and shopping vouchers on site to attract visitors to make travel bookings. The Tourism Board also collaborated with Bruneian travel agencies Freme Travel, Pan Bright Travel, and Straits Central Agencies to jointly promote Malaysian tourism, and engaged the public’s interest in Malaysian destinations through the “Happy Hour Quiz” activity.
The opening ceremony was jointly officiated by Brunei’s Deputy Permanent Secretary of the Ministry of Transport and Infocommunications, Mohd Sharihin, Malaysia’s High Commissioner to Brunei Dato’ Ahmad Anuar, Sabre Brunei General Manager Shabirin, Kedah State Executive Councillor Dato’ Salleh Saidin, and Director of the Malaysia Tourism Brunei Office, Lina.
Brunei is an important source market for Malaysia within ASEAN. In just the first half of this year, Malaysia has already received 747,851 Bruneian visitors. Looking ahead, Malaysia will focus on developing high-value products such as family-friendly, eco and community-based, wellness, education, long-term stay, and meetings, incentives, conventions, and exhibitions (MICE) tourism, leveraging its comprehensive infrastructure to welcome the arrival of Malaysia Tourism Year 2026.