Brunei’s tourism industry is at a crossroads. While grand plans and tourism awards paint a picture of progress, the reality tells a different story—stalled projects, empty hotels, and shrinking visitor numbers. Neighbouring destinations thrive while Brunei struggles to compete. Are these accolades a sign of real growth or just a public relations exercise masking deeper issues? Read on to uncover the billion-dollar tourism leak Brunei can no longer afford to ignore.
BANDAR SERI BEGAWAN, FEBRUARY 2025: Once envisioned as a thriving hub of culture, commerce, and tourism, Brunei’s tourism industry now tells a different story.
While policymakers continue to roll out master plans and vision documents, economic stagnation and public frustration are growing.
Meanwhile, neighbouring destinations such as Miri, Kota Kinabalu, and even smaller ASEAN cities are aggressively expanding their tourism sectors, attracting international and Bruneian visitors, while Brunei struggles to compete.
Despite ambitious tourism blueprints, Brunei’s tourism sector has contributed only a modest percentage to its GDP over the past decade.
In 2015 the tourism industry accounted for 7.4% of GDP, equating to B$1.62 billion.
However, by 2019, this figure had declined to 5.6%, highlighting stagnation rather than growth in the sector.
Compared to its ASEAN neighbours, where tourism often accounts for double-digit GDP percentages, Brunei’s tourism remains underdeveloped and underfunded.
The Scheherazade Syndrome: Ambitious Plans, Limited Progress
Brunei’s policymakers seem to be caught in what can best be described as The Scheherazade Syndrome - a never-ending cycle of white papers, tourism roadmaps, and development plans that promise transformation but fail to deliver results.
Much like the legendary storyteller who kept the king entertained with unfinished tales to delay her execution, officials keep unveiling new tourism strategies, eco-tourism plans, and redevelopment projects, yet tangible progress remains elusive.
At predetermined intervals - each year, each five-year plan - authorities unveil another ambitious project, another bold vision, another strategic roadmap.
These documents create the illusion of action, satisfying stakeholders temporarily but with little changes on the ground.
Is this deliberate mismanagement, or just poor execution?
Either way, the public is growing tired of waiting for a fairytale ending that never arrives.
Brunei’s Stalled Tourism Development Projects
Brunei’s failure to capitalize on its tourism potential is not limited to a single city - it is a nationwide issue, affecting projects that were supposed to drive economic diversification and job creation:
- Jerudong Park once hailed as the "Disneyland of Borneo," was meant to be a regional attraction, drawing tourists with its grand amusement rides and family-friendly entertainment. Instead, today, it stands as a shadow of its former self - underutilized, poorly marketed, and lacking new attractions to sustain interest.
- Temburong’s eco-tourism push, despite its stunning rainforests, has yet to deliver world-class adventure tourism experiences. The expensive bridge connecting it to the mainland has not resulted in a major tourism boom.
- The Bandar Seri Begawan Cultural Heritage Park, another much-hyped project, remains largely unrealised despite years of discussion.
- Luxury tourism investments remain stagnant, while other ASEAN nations rapidly expand their high-end tourism offerings.
Brunei’s Tourism Budget: A Drop in the Ocean?
Brunei frequently announces tourism development plans; however, the funding allocated for these initiatives pales in comparison to neighbouring regions like Miri and Sabah.
2022/2023: The Ministry of Primary Resources and Tourism (MPRT) received B$96 million, covering agriculture, fisheries, forestry, and tourism.
2023/2024: A mere B$580,000 was allocated specifically for tourism development, focusing on a Tourism Industry Roadmap and public-private partnerships.
2024/2025: A B$7.32 million budget was announced for a five-year plan, including upgrades to Pulau Selirong Forest Recreation Park and the Kampong Ayer Culture and Tourism Gallery.
Compare this to Miri and Sabah:
- Miri received RM235 million (B$73 million) in 2025 for airport expansion to boost tourism and trade.
- Sabah allocated RM102.87 million (B$32 million) for eco-tourism and preparations for Visit Malaysia Year 2026.
These figures expose Brunei’s lack of serious investment in tourism, leaving the industry underfunded and uncompetitive against its neighbours.
While other destinations aggressively market themselves, Brunei remains passive, failing to address the root causes of its weak tourism appeal.
Expert Perspectives: Why is Brunei Lagging?
Tourism industry experts and local business owners have echoed concerns about Brunei’s lack of strategic vision in tourism.
ASEAN+3 Macroeconomic Research Office (AMRO) notes: “Over the years, there has also been a lack of marketing and promotional campaigns to help drive the tourism sector’s growth.” ([AMRO](https://amro-asia.org/boosting-the-tourism-sector-in-brunei/))
The same report suggests: “Given the competitive tourism landscape in the region, Brunei should focus on establishing niche markets for its tourism sector by leveraging its rich culture and biodiversity.”
A hotel staff member in Bandar Seri Begawan, who wished to remain anonymous, stated: “We have great hotels, but not enough visitors. We need better flight connections, more events, and government support to attract international tourists. Right now, we are being outpaced by regional competitors.”
A tourism entrepreneur in Temburong added: “Eco-tourism is our biggest opportunity, but there is no proper promotion. Travelers don't even know about our attractions. The government needs to partner with the private sector to push this forward.”
Tourism Awards: A Genuine Achievement or Public Relations Strategy?
Brunei was recently recognised in the ASEAN Tourism Standards Awards 2025, with awards given to Empire Brunei and True Living Spa for spa services, Sumbiling Eco Village for community-based tourism, and Yayasan Sultan Haji Hassanal Bolkiah Shopping Complex for public toilet standards.
While these awards reflect certain achievements, independent observers argue that they do not address Brunei’s fundamental tourism challenges and instead serve as a strategic public relations exercise to project success despite the lack of significant industry growth.
A tourism analyst noted: “Awards create good optics, but they do not change the reality that Brunei struggles to attract international tourists. The key issue remains the lack of compelling tourism products and strategic marketing.”
Rather than celebrating symbolic victories, experts stress the need to focus on tourism infrastructure, international branding, and visitor experience.
Without addressing these core issues, Brunei risks being perceived as a destination that wins awards but fails to bring in tourists - a textbook case of management by deception.
The recent award recognising Kuala Belait as the 'Cleanest Tourist Destination' in ASEAN has further fueled public scepticism.
While cleanliness is an admirable achievement, many locals question whether it truly reflects a thriving tourism industry.
Kuala Belait remains a quiet town with minimal tourism activity, and some argue that the award creates a misleading perception of success while the larger tourism industry struggles.
If awards continue to outpace real economic growth and visitor numbers, they risk becoming more of a smokescreen than an indication of actual progress.
A Path Forward: Insights from Independent Observers
Independent observers in the tourism sector emphasize that for Brunei to compete regionally, it must implement immediate changes:
- Fast-track long-delayed tourism projects – Tourism is a major economic driver in ASEAN, yet Brunei continues to lag behind.
- Increase tourism investment – Current funding is insufficient to develop world-class attractions and infrastructure.
- Improve tourism marketing and branding – Brunei has unique offerings but does not effectively promote itself internationally.
- Encourage private-sector involvement – Neighboring countries have successful public-private tourism models that Brunei could emulate.
- Relax visa requirements for tourists – Brunei’s stringent visa policies hinder potential visitors from exploring the country.
Conclusion: Can Brunei’s Tourism Industry Be Saved?
Bruneians are no longer content with waiting. The time for vague promises is over - Brunei’s tourism industry must take bold steps forward or risk being left behind. (MHO/02/2025)
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