Is Brunei Ready to Unlock Its Tourism Potential?
Brunei’s tourism sector is at a crossroads—while government briefings promise growth, public frustration is mounting. Can the Sultanate overcome its infrastructure gaps and modest targets to compete with regional powerhouses like Malaysia and Singapore truly? With bold claims from a recent AMRO report and public outcry online, the time for talk is over. Will Brunei deliver or miss its chance to become a top destination? Dive into the full story and discover the challenges and opportunities shaping Brunei’s tourism future.
By Malai Hassan Othman
BANDAR SERI BEGAWAN: In the halls of Brunei's Ministry of Finance and Economy (MOFE), a recent briefing on business opportunities in the tourism sector aimed to shed light on the country's future economic prospects.
Organised by the Corporate Development Unit, it brought together cooperative leaders and tourism stakeholders eager to explore how Brunei could diversify its economy from relying on oil and gas.
However, while the official event proceeded smoothly, online public discourse surrounding the briefing painted a more complex picture.
The briefing, featuring insights from the Tourism Development Department and key industry players such as the Brunei Association of Hotels and Darussalam Holdings Sdn Bhd, was designed to offer a roadmap for growth.
Yet, once news of the event spread online, the public response revealed frustration and scepticism about the country's ability to turn these discussions into real progress.
Public Sentiment: Discontent Brews Online
While the briefing aimed to inspire optimism, the reaction from the online community was less than enthusiastic.
Many voiced their dissatisfaction through social media platforms and online forums, questioning whether the government was doing enough to support tourism.
"It's all talk, nothing more," commented one user on a popular platform.
"How can we be serious about tourism when our infrastructure is outdated, our payment systems are fragmented, and we still haven't implemented solutions that our neighbours did years ago?"
This sentiment reflected a growing unease in the public sphere—an unease that has been building as Brunei's tourism sector continues to lag behind its regional peers.
Despite being identified as a key player in the country's diversification efforts under the Wawasan Brunei 2035 plan, the perception is that the sector is still struggling to gain traction.
Legislative Council Speaks Out
The recent Legislative Council (LegCo) meeting held earlier this year underscored the complexities surrounding Brunei's tourism challenges.
Minister of Primary Resources and Tourism, Dato Dr Hj Abd Manaf Hj Metussin, revealed that tourist arrivals had surged from 35,701 in 2022 to 133,360 in 2023, a sign of post-pandemic recovery.
However, this figure pales compared to the region's tourism powerhouses, like Malaysia, which expects 27.3 million tourists in 2024, or Singapore with its 15 million visitor target.
LegCo member Pehin Dato Hj Abd Rahman Hj Ibrahim was vocal in his criticism of Brunei's tourism targets, calling them "too modest."
He pointed out that the country's goal of 362,565 tourists by 2024 and 552,733 by 2029 fell significantly short when benchmarked against neighbouring countries.
"Our tourism potential is enormous, but we must be willing to make the necessary investments," he argued.
Insights from the "Boosting the Tourism Sector in Brunei" Report
Adding weight to this argument, the June 2024 AMRO (ASEAN+3 Macroeconomic Research Office) report, "Boosting the Tourism Sector in Brunei" by Vanne Khut, offers a deeper dive into Brunei's tourism landscape and the steps needed to unlock its potential.
The report emphasises that Brunei's heavy reliance on hydrocarbons is becoming increasingly unsustainable, especially as global decarbonisation efforts accelerate.
The tourism sector, identified as one of the five priority sectors under Wawasan Brunei 2035, is seen as a key solution for economic diversification.
The report warns that Brunei lags behind its regional peers in terms of tourist infrastructure, including inadequate airport connectivity, limited accommodation options, and insufficient ground transport systems.
It calls for urgent investment in both physical infrastructure—such as roads, transportation, and hotels—and human resources, including workforce training and modernised payment systems.
It also highlights the potential of niche markets, particularly eco-tourism and Islamic tourism, as untapped resources for Brunei.
The success of eco-tourism in the Temburong district, with its focus on preserving biodiversity, is a promising development but one that needs more promotion and scale.
Similarly, Brunei's strong Islamic identity positions it to become a premier destination for Muslim travellers if more Halal accommodations and services are developed.
The Infrastructure Conundrum
During the LegCo discussions, it was revealed that £7.32 million has been allocated for tourism development projects under the 12th National Development Plan.
These funds are earmarked for upgrades such as the Temburong Pulau Selirong Forest Recreation Park and the refurbishment of the Kampong Ayer Culture and Tourism Gallery.
An additional £3 million will go towards improving facilities at key tourist sites, including the construction of jetties along the Brunei River to enhance river cruise activities.
Yet, for critics online, these numbers seem insufficient. "How can we compete with Singapore or Malaysia on that kind of budget?" one user remarked in a public forum.
"We need a complete overhaul of how we approach tourism—starting with better infrastructure, transportation, and modern payment systems that make things easier for tourists."
The lack of a unified QR code system for digital payments, for instance, has been a sticking point for years.
Visitors struggle to navigate different payment platforms, leaving many frustrated when attempting to make simple purchases.
Critics argue that Brunei must adopt a universal digital payment system like Alipay or WeChat, which is widely used in China and other parts of Asia.
"If we want international tourists, we need to modernise. Fast," another commenter stressed.
The Future of Niche Markets
T he AMRO report by Vanne Khut also argues that the future of Brunei's tourism lies in niche markets.
Islamic tourism, for instance, holds significant promise, as Brunei ranks highly in the Global Muslim Travel Index (GMTI).
By improving services such as Halal dining and Muslim-friendly accommodations, Brunei could attract a growing global Muslim traveller market.
Eco-tourism, particularly in the Temburong district, is another key opportunity. However, the report stresses that Brunei needs to promote its eco-tourism offerings more aggressively and invest in infrastructure to support this growth.
The recent briefing and visit to Eco Ponies Garden reflect a step in this direction, but for eco-tourism to truly thrive, larger-scale projects and international promotion are necessary.
Words vs. Action
As the public discourse around the briefing continues to evolve, one message stands out: the time for talk is over.
Brunei's tourism sector cannot thrive on briefings alone. Real change requires action—investment in infrastructure, modern digital solutions, and bold initiatives that capitalise on Brunei's unique cultural and environmental heritage.
The LegCo discussions, paired with the insights from the AMRO report, show that the government is aware of what needs to be done.
But the question remains—will they follow through?
For Brunei to unlock its tourism potential, it must go beyond plans and promises. It's time to deliver. Only then will the Sultanate's tourism sector be able to stand alongside the giants of Southeast Asia. And only then will Brunei's dream of diversification truly become a reality. (MHO/09/2024)
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