A Journey to Enlightenment: MIB, Social Capitalism, and WAWASAN 2035

How can Brunei balance its rich traditions with the demands of a rapidly evolving global landscape? In his thought-provoking article, DMAO delves into the intersection of Malay Islamic Monarchy (MIB), social capitalism, and the ambitious goals of WAWASAN 2035. 

 

Drawing from his decades of experience in governance and policy-making, DMAO, a seasoned technocrat with 30 years of distinguished service in the Government, explores how these frameworks can work in harmony to build a just, inclusive, and sustainable future for Brunei. Through insights on governance, economic diversification, and community empowerment, the article offers a compelling vision of progress rooted in tradition. Read on...

 

Years ago, I found myself at a crossroads, seeking clarity and purpose in both my professional and personal life. 

 

My role often felt like walking a tightrope: balancing economic growth with societal well-being, navigating governance through Islamic principles, and contributing to Brunei Darussalam’s vision for the future. 

 

During this quest, I began to grasp the profound connections between the Malay Islamic Monarchy (MIB), Social Capitalism, and the aspirations outlined in WAWASAN 2035. 

 

This realisation not only provided a lens for understanding Brunei’s development but also became a guiding philosophy for my own journey.

 

The Awakening: Balancing Tradition and Progress

 

My journey began with questions. How could Brunei uphold its deeply rooted values of MIB while responding to the pressures of globalisation?

 

Could we build a modern, competitive economy without compromising the spiritual and communal foundations of our way of life? 

 

These inquiries led me to explore social capitalism, an approach that blends profit-seeking with the greater good, emphasising equity, sustainability, and community empowerment. 

 

As I delved deeper, I discovered how the principles of social capitalism reflected MIB, especially the Islamic concepts of Khalifah (stewardship) and Ulil Amri (leadership by those in authority). 

 

These values advocate for governance that prioritises justice, compassion, and public welfare. 

 

A vivid example of this balance is the traditional Bruneian practice of gotong-royong (mutual cooperation). 

 

Whether rebuilding homes after a disaster or organising community celebrations, the spirit of collective effort embodies the ethos of social capitalism: that progress is most meaningful when it uplifts everyone.

 

WAWASAN 2035: Progress with Purpose

 

In 2007, WAWASAN 2035 was introduced as a bold vision to transform Brunei into a nation characterised by educated and skilled citizens, a high quality of life, and a sustainable, dynamic economy. 

However, achieving this vision requires more than infrastructure and investment; it demands a transformation in mindset—an alignment of values with systems to ensure that progress benefits all. 

 

Social capitalism serves as a bridge to realise this vision.

 

Focusing on fairness, inclusivity, and sustainability can enable Brunei to grow in ways that honour its traditions. 

 

For instance, investing in renewable energy not only diversifies the economy but also aligns with the Khalifah principle of caring for the environment as a divine trust.

 

Discovering Siasah Syariah and Maqasid Syariah 

 

My understanding deepened when I explored Siasah Syariah, the Islamic framework for governance. 

 

This approach centres on Maqasid Syariah — the preservation of faith, life, intellect, lineage, and wealth—as the foundation of societal well-being. It became clear to me that these principles could serve as a moral compass for addressing Brunei’s challenges. 

 

One institution that exemplifies this potential is Darussalam Assets Sdn Bhd, a private limited company established in 2012 as part of a government initiative to promote economic development in Brunei. 

 

Darussalam Assets manages a portfolio of over 30 subsidiaries across various sectors, including telecommunications, agribusiness, healthcare, hospitality, education, power utilities, logistics, food and beverage, leisure and tourism, and real estate.  

 

What sets Darussalam Assets apart is its commitment to social responsibility and its role in inspiring both social and economic change. 

 

The company’s Governance Training Committee (GTC) regularly reviews governance structures and provides training for employees to ensure ethical and effective management. 

 

Additionally, its Learning Management System (LMS), DArjah, offers an innovative online platform for educational courses and training programs, reflecting a commitment to workforce development and lifelong learning.  

 

However, for Darussalam Assets to realise its full potential, there is a pressing need for a shift in mindset — from merely practising prudent spending to adopting smart investment strategies. 

 

In the face of budget deficits and evolving economic challenges, Brunei must explore opportunities to maximise the value of its resources. 

 

Strategic investments in innovation, infrastructure, and sustainable industries can help balance fiscal constraints with long-term economic growth. 

 

By embracing a forward-looking approach, Darussalam Assets can lead the way in turning challenges into opportunities, ensuring that Brunei’s economy remains resilient and competitive.  

 

Darussalam Assets represents a tangible opportunity to embody social capitalism in Brunei. 

 

Beyond generating profits, it has the potential to champion projects that empower communities, foster innovation, and reflect Brunei’s unique identity.  

 

Lessons from China’s State-Owned Enterprises

 

Throughout this journey, I found inspiration in China’s State-Owned Enterprises (SOEs).

 

These entities have played a pivotal role in the country’s economic transformation, addressing challenges like poverty, infrastructure development, and innovation. 

 

China’s approach demonstrated that state-owned enterprises, when guided by a robust governance framework, can drive inclusive growth while achieving national objectives. 

 

This resonated deeply with me as I reflected on Brunei’s own institutions. Entities like Darussalam Assets hold similar potential to balance economic goals with social good, fostering innovation while remaining true to the values of MIB.

 

Guidance from His Majesty’s Titah

 

The wisdom of His Majesty’s Titah has illuminated the path toward realising WAWASAN 2035, providing actionable pillars for Brunei’s development:

 

1.     Fostering an Educated and Skilled Society: Education must extend beyond technical and academic skills to reinforce moral and spiritual values rooted in Islam. His Majesty emphasises lifelong learning and adaptability to help citizens flourish in a rapidly changing world.

 

2.     Ensuring High Quality of Life: A comprehensive healthcare system should prioritise mental health, preventive care, and public awareness to build a resilient population.

 

3.     Building a Sustainable Economy: Diversifying into technology, renewable energy, and entrepreneurship is essential to reduce reliance on oil and gas and ensure long-term economic stability.

 

4.     Upholding Governance and Integrity: Transparency, accountability, and ethical leadership are cornerstones of good governance. These principles reflect Brunei’s Islamic values and build public trust.

 

5.     Protecting the Environment: Environmental stewardship aligns with Brunei’s identity as caretakers of the Earth. Preserving our natural heritage ensures sustainability for future generations.

 

The Personal Impact

 

This journey has been deeply personal, as I began to view my role not merely as a professional but as a Khalifah, a steward of values who bridges tradition and modernity. 

 

The convergence of MIB, social capitalism, and Siasah Syariah has provided a guiding light, showing me that progress is not about abandoning the past but about building on it.

 

The Future Unfolds

 

As I reflect on this journey, I am filled with hope. 

 

Brunei is uniquely positioned to lead by example, blending tradition with innovation. 

 

By embracing social capitalism and drawing inspiration from global successes, such as China’s SOEs, Brunei can forge a path that is both competitive and compassionate. 

 

True progress is not measured by GDP alone but by the flourishing of individuals, the strength of communities, and the preservation of values. 

 

This embodies the essence of MIB and the promise of WAWASAN 2035 —a future where tradition and modernity coexist harmoniously and where every step forward uplifts not just the economy but the human spirit.

Investing in Tomorrow: Making Belait Great Again Today

Belait District has been my home, my inspiration, and my identity. From growing up in the heart of Brunei's oil and gas industry to working offshore with Brunei Shell, I have witnessed both the vibrant heights and the quiet decline of this district. As the nodding donkeys slow their rhythm and wells run dry, I can't help but ponder: what does life after oil and gas look like for Belait? 

By Malai Hassan Othman

 

Belait District, known as the oil and gas capital of Brunei Darussalam, holds a special place in my heart. 

 

Having been born and raised in Belait, my connection to this district is deeply personal. 

 

Today, I reside atop one of Brunei's largest onshore oil reservoirs. Just a few meters away stands the biggest nodding donkey in the country, a constant presence since my childhood.

 

My family originally hails from Kampong Melayu Asli, but when I was six months old, we relocated to Seria, a town that has significantly shaped my identity. 

 

Growing up, I witnessed the industrious spirit of the community, from the bustling oil rigs to the close-knit camaraderie of neighbours during local events. 

 

My first career was with Brunei Shell, where I was trained as a draftsman for the engineering department. 

 

During my tenure, I had the opportunity to work with Brunei Liquified Natural Gas and undertake duties at offshore installations, experiences that deepened my understanding of Belait's vital role in Brunei's economy. 

 

Seria’s rich history and dynamic environment instilled in me values of resilience and adaptability, which have guided me throughout my life. 

 

Seria, the birthplace of Brunei’s oil and gas industry, has a rich history. It was once called Padang Berawa, meaning ‘Wild Pigeon’s Field,’ a name reflecting its natural harmony. 

 

Over time, Seria has transformed into a hub of human ingenuity and perseverance. Interestingly, the name "Seria" is believed to be an acronym for 'South East Reserved Industrial Area,' hinting at its industrial future.

 

More than 900 wells have been drilled in the Seria Field, yet fewer than 300 are actively producing oil today. 

 

This decline is primarily due to the natural depletion of oil reserves over time and the limited success of enhanced oil recovery techniques, underscoring the need to transition toward alternative sources of economic growth. 

 

Over 500 wells have already run dry—a stark reminder of Brunei’s reliance on finite resources and the urgent need for economic diversification and sustainable development.

 

I have witnessed Belait’s vibrant days when the district truly reflected its status as the oil and gas capital of Brunei. 

 

Today, however, it struggles to uphold its reputation, even with major downstream industries like Brunei Methanol and Brunei Fertilizer nearby. 

 

The closure of the Seria Refinery Plant, following the establishment of Hengyi’s refinery at Pulau Muara Besar, marked a turning point, resulting in a significant loss of local talent. 

 

Brunei now relies on Hengyi for diesel and gasoline purchased through Brunei Shell Marketing.

 

The downgrading of one of Southeast Asia’s largest marine construction yards and the outsourcing of offshore platform fabrication to China to cut costs have further exacerbated the district’s challenges. 

 

In twenty years or so, the ever-loyal nodding donkey, which has pumped oil for over 70 years, may finally come to a halt as Brunei’s oil reserves dwindle. 

 

This underscores the urgency of preparing for a future beyond oil and gas. 

 

It makes me think about 'life after oil and gas' in Belait—a future where the district transforms its identity and economy to thrive in new, sustainable ways.

Life after oil and gas?

 

A New Vision for Belait

 

Belait plays a crucial role in Brunei’s economic framework and is located on the border with Miri, Sarawak. 

 

Despite its strategic location and rich natural resources, Belait’s full potential remains untapped. 

 

As Brunei aims to achieve its Vision 2035—to be recognised for quality education, sustainable economic growth, and a high standard of living—a complementary vision tailored for Belait District is essential.

 

Belait Vision 2050 Statement:

 

"Belait District: A dynamic cross-border energy and maritime hub, driving sustainable growth and innovation while fostering a high quality of life for its people."

 

Reviving Belait’s Economy: A Personal Perspective

 

Recently, I attended a closed-door dialogue in Belait District led by Dato Paduka Dr. Amin Liew, the Second Minister of Finance and Economy. 

 

The session brought together business leaders and high-ranking government officials for candid discussions about Belait’s future. 

 

While the Minister’s passion and commitment to revitalising Belait were uplifting, I couldn’t help but wonder—what comes next? How do we translate words into action?

 

Participants voiced frustrations over operational challenges, regulatory bottlenecks, and the persistent lack of vibrancy in Belait. 

 

Despite hosting major industries, the district often feels like a "sleepy town." 

 

This paradox stems from a lack of vibrant community activities, limited infrastructure supporting modern lifestyles, and insufficient opportunities to engage the younger generation, which collectively diminish the district’s dynamism. 

 

This is disheartening for a place with such immense potential. 

 

During the session, I proposed a “shopping list” of transformative actions to renew Belait’s greatness.

 

Strategic Proposals for Belait Vision 2050

 

1. Linking Belait to the Belt and Road Initiative (BRI)

 

Belait’s strategic location makes it an ideal candidate for integration into the Belt and Road Initiative. 

 

By positioning the district as a hub within the BIMP-EAGA subregional redistribution framework, Belait can become a pivotal node for trade and economic activity in ASEAN. 

 

Leveraging its proximity to key markets and maritime routes, the district could thrive as a centre for redistribution and logistics, promoting cross-border trade and investment.

 

2. Establishing a Free Economic Zone (FEZ) between Belait and Miri

 

A Free Economic Zone could facilitate seamless trade, attract foreign direct investment, and stimulate economic activities on both sides of the border. 

 

For instance, the Iskandar Malaysia FEZ near Johor Bahru has successfully attracted multinational corporations and significantly boosted regional trade and investment. 

 

Drawing inspiration from such examples could help shape a successful FEZ model for Belait. 

 

Businesses would benefit from reduced tariffs, streamlined regulations, and enhanced cooperation between Brunei and Malaysia, positioning Belait as a gateway for regional commerce.

 

3. Redeveloping Anduki Airport and Modernising Belait Port

 

Significant infrastructure upgrades are critical. 

 

Transforming Anduki Airport into a modern facility capable of supporting both passenger and cargo services would enhance connectivity and stimulate growth. 

 

Similarly, expanding and modernising Belait Port would enable it to handle larger trade volumes, establishing it as a regional maritime hub. 

 

Rumours about developing Brunei’s second airport as a cargo and logistics hub present exciting opportunities to integrate Anduki Airport into global supply chains.

 

4. Developing the Belait River as a Maritime Industrial Corridor

 

Leveraging the Belait River for industries like shipbuilding, logistics, and eco-tourism could create a vibrant industrial zone while maintaining environmental sustainability. 

 

This initiative would attract regional and international investors, solidifying Belait’s status as an economic hub in the BIMP-EAGA region.

 

5. Diversifying Beyond Oil and Gas

 

·      Agri-Tech and Aquaculture: Develop modern agriculture and aquaculture industries to ensure food security and create new export opportunities.

 

·      Digital and Knowledge Economy: Establish an Innovation and Technology Park focused on IT services, tech startups, and knowledge-based industries.

 

A Call to Action

 

Belait Vision 2050 represents more than just an economic plan; it is a reimagining of the district’s identity. 

 

By harnessing its maritime potential, improving infrastructure, and fostering cross-border trade, Belait can position itself as a dynamic and innovative region.

 

Achieving this vision requires structured blueprints, actionable roadmaps, and a dedicated special committee to drive Belait’s economic revival. This committee would:

 

·      Draft a comprehensive economic blueprint outlining long-term goals and milestones.

 

·      Develop strategies to diversify Belait’s economy beyond oil and gas.

 

·      Foster collaboration among businesses, government bodies, and local communities.

 

This vision isn’t just about economics; it’s about creating a place where people aspire to live, work, and grow. 

 

Imagine a district with thriving neighbourhoods equipped with smart city solutions, robust public transport connecting key areas, and green spaces that encourage outdoor activities. 

 

Picture a vibrant economy where career opportunities in emerging industries flourish alongside top-tier healthcare and education facilities that foster a high quality of life. 

 

Together, we can ensure that Belait not only supports Brunei’s national goals but also realises its potential as a vibrant, dynamic, and sustainable district.

 

This is my hope, my belief, and my proposal for the future of Belait. (MHO/12/2024)

 

"Changemakers in Action: Youths Lead the Dialogue at Kopi Talk"

Reflections from Kopi Talk with MHO: A Day of Insightful Discussions and Youth Empowerment

What happens when passionate young minds, seasoned mentors, and bold ideas come together in one room? At Kopi Talk with MHO, youths from all walks of life tackled Brunei's biggest challenges head-on, from rethinking MIB as a dynamic force to addressing the realities of unemployment. Curious about their bold visions for Wawasan 2035? Dive into their powerful stories and transformative ideas now!

By MHO

 

BANDAR SERI BEGAWAN, DECEMBER 2024: What an amazing experience it was hosting Kopi Talk with MHO at Hab Belia, Stadium Negara Hassanal Bolkiah! 

 

The energy and enthusiasm of the youths were infectious, and it was so inspiring to see so many passionate individuals unite to discuss Brunei’s future and their contributions to achieving Wawasan Brunei 2035.

 

One of the highlights of the event was the fireside chat, where I was asked some truly thought-provoking questions about my life as a journalist - how I began my career, the hurdles I encountered, and what drives me to this day. 

 

I shared how journalism, to me, is much more than just reporting news. It’s about being a social scientist - delving deep into issues, conducting thorough research, investigating facts, and uncovering the truth of the matter. 

 

As a journalist, I’ve always believed in the power of storytelling, not just to inform but to educate and empower communities. 

 

By adhering to a strong code of ethics, journalists can maintain the trust and credibility that are the foundation of their work. 

 

It was incredibly fulfilling to share how the essence of journalism lies in its ability to shape perspectives, spark dialogues, and drive positive change in society. 

The World Café Session was where the magic truly happened. 

 

Participants, a majority of whom were young graduates - some working under the I-Ready program, others employed abroad, some underemployed, and a few still actively seeking jobs - were divided into groups that rotated through three discussion tables, each dedicated to a vital theme. 

 

At the first table, the focus was on MIB in Development, where participants explored how the principles of Malay Islamic Monarchy (MIB) can serve as a guiding compass for Brunei’s progress while staying deeply rooted in its cultural and spiritual identity. 

 

The youths expressed a desire to see MIB transcend its role as merely an ideology or set of guiding principles. 

 

They envisioned MIB as a dynamic social, political, and engineering science that could be contextualised in governance and integrated into the everyday lives of citizens. 

 

They highlighted the need for MIB to evolve into a practical framework that addresses real-world challenges, ensuring its relevance in shaping Brunei’s development in a modern context. 

The second table asked the question, What Can Youths Do to achieve Wawasan 2035? Sparking conversations about how young people can contribute through leadership, innovation, and proactive actions. 

 

The youths emphasised the need to empower their generation through participatory governance and institutionalising civic engagement as a formal platform for their involvement in nation-building. 

 

They expressed a desire to be actively involved in shaping policies and decisions that affect their future, highlighting the importance of creating structured opportunities for meaningful youth participation at all levels of governance and development. 

 

Finally, the third table took on the topic of Opportunities, diving into pressing challenges like unemployment and underemployment while brainstorming ways to turn these obstacles into pathways for success, including fostering entrepreneurship. 

 

The discussions emphasised the pressing need for a change in mindset when tackling these issues. 

 

The youths suggested that authorities should focus on creating more quality job opportunities to address the imbalance between the supply and demand of jobs, especially with hundreds of graduates and undergraduates entering the job market each year. 

 

They also stressed the importance of crafting policies that foster a conducive environment for entrepreneurial growth, allowing startups and small businesses to thrive and create new opportunities in the local economy. 

 

Throughout these discussions, it became clear that the youths not only had valuable ideas but also a strong desire to be heard and included in shaping Brunei’s future.

 

We were incredibly fortunate to have Dato Malai Ali Othman, a retired Director of the Institute of Civil Service, join us as a mentor. 

 

His wisdom and experience helped the youths navigate these complex issues. I couldn’t resist hopping from table to table, joining the discussions, and listening to the candid ideas being shared. 

 

The depth of thought and creativity of the participants left me truly inspired.

 

A big shoutout to Vil-Laju, the youth association led by Riyan Yazid, Khaizuran Wardi, and Nabillah, for organising this fantastic event. 

 

Your vision and dedication to creating a platform for open and meaningful dialogue are commendable. 

 

Thank you for giving me the honour of being your special guest - it was an absolute privilege.

 

I also want to extend my heartfelt thanks to the members of Biro Tindakan Aduan Rakyat (BITAR) from the National Development Party (NDP) who joined us as observers. 

 

Your presence and support added so much value to the event and reflected a shared commitment to collaboration and growth.

 

As the day came to an end, I couldn’t help but feel optimistic. 

 

The reflections and ideas shared today have the potential to spark meaningful change. 

 

This event reaffirmed my belief that Brunei’s youths are not just the leaders of tomorrow -  they are the changemakers of today.

 

Thank you to everyone who participated and contributed to making this Kopi Talk a truly memorable experience. 

 

Let’s keep the momentum going and continue to inspire each other as we work towards a brighter future for Brunei.

 

Kopi Talk with MHO – where ideas brew, and change begins.

 

Brunei Staycation Promo: Is the Tourism Industry Serious About Domestic Tourism?

By DMAO and Malai Hassan Othman

BANDAR SERI BEGAWAN, DECEMBER 2024: The recent promotional offer from The Empire Brunei for the December holiday season has elicited mixed public reactions, raising an important question: How serious is Brunei about promoting domestic tourism? 

 

Marketed as a luxury staycation for Yellow and Red IC holders (Brunei citizens and permanent residents), the package is priced at BND 260 per night for a Superior room, including breakfast, dinner, and access to resort facilities. Despite the luxurious inclusions, the public response has been lukewarm at best.

A Public Outcry Over Prices

The BND 260 promotional rate has faced criticism as being overpriced and lacking value. 

 

Many commenters voiced their frustration, noting that the cost of staying at The Empire appears excessive compared to previous rates of around BND 198. 

 

The significant price increase, especially as regional travel becomes more affordable, has invited comparisons with neighbouring countries where Bruneians can enjoy premium hotels for the same amount—if not less—while experiencing superior facilities and more vibrant surroundings. 

 

This situation prompts the question: Has The Empire genuinely evaluated its competition?

Value Beyond the Price Tag

While much of the criticism focuses on pricing, The Empire Brunei does offer a luxurious experience worth considering. 

 

The opulent accommodations, gourmet meals, and numerous resort amenities promise local and regional visitors a high-end staycation. 

 

It's essential to emphasise that The Empire is not merely a hotel; it’s a destination that blends luxury, relaxation, and cultural richness. 

 

However, the package's positioning may have alienated the market it intends to attract—those seeking value alongside luxury.

 

Critics argue that for BND 260, guests expect more than just a night in a Superior room; many expect multiple nights at high-quality resorts in neighbouring countries, which offer vibrant settings and ample entertainment options. 

 

Although The Empire includes breakfast and dinner, the overall experience must justify the price, particularly for locals and expatriates who are becoming increasingly discerning in their spending.

Inclusivity Matters: The Exclusion of Green IC Holders

The promotional package is exclusively available to Yellow and Red IC holders, excluding Green IC holders—guest workers and expatriates who also contribute to Brunei. 

 

This exclusion resonated negatively with the public, many of whom perceived it as discriminatory. Green IC holders play a significant role in Brunei’s economy and society. 

 

By excluding them, The Empire missed an opportunity to showcase inclusivity and foster community ties. Luxury offerings should not be reserved solely for Brunei's wealthy; they should be accessible to anyone seeking a premium experience.

A Reflection of a Struggling Industry?

The narrative surrounding The Empire's promotional package reflects deeper challenges within Brunei’s tourism sector. 

 

The Brunei Darussalam Business Sentiment Index (BSI) for December 2023 indicates that many businesses within the hospitality sector expect slower activity over the school holidays, with consumers favouring international travel over domestic options. 

 

Despite these challenges, there are signs of recovery. 

 

The Tourism Performance Report 2023 reveals a significant rise in international visitor arrivals, increasing from 35,701 in 2022 to 120,059 in 2023. This upward trend could enhance domestic tourism initiatives.

 

Staycation bookings for Kenali Negara Kitani (KNK) packages increased from 6,255 in 2022 to 12,720 in 2023, indicating a growing interest in domestic tourism that requires nurturing. 

 

The hospitality sector must rethink its approach to include innovative offerings that cater to a wider demographic rather than repackaging outdated ideas at inflated prices.

Government Efforts to Promote Staycations

The Brunei government has made strides to promote domestic tourism through the KNK campaign, offering over 80 staycation packages tailored to diverse tastes and demographics. 

 

These packages include luxurious hotel stays, cultural experiences, marine diving, and family-oriented activities like arts and crafts, beach soccer, and kayaking. 

 

Designed to attract both citizens and permanent residents, these initiatives also include Green IC holders, fostering inclusivity and community engagement.

 

While some industry players limit their promotions' scope, the KNK campaign emphasises affordability, with attractive rates for various accommodations, including breakfast and dinner. 

 

For instance, deluxe rooms start at BND 75, contrasting sharply with The Empire's high rates. This focus on affordable luxury aims to make local tourism experiences accessible to a broader audience. 

 

By incorporating family-oriented activities and making luxury more inclusive, the government is setting a standard that the industry could strive to match.

Facilities Falling Short of Expectations

Public sentiment regarding The Empire's facilities has been critical. There is a perception that Darussalam Assets—The Empire's owner—and its management view the resort more as a burden than an asset. 

 

This attitude appears to direct attention towards cost-cutting rather than strategic investment, resulting in makeshift fixes instead of substantial restorations. 

 

Rather than committing to long-term improvements, temporary solutions and ad-hoc structures have been installed, likely due to budget constraints. 

 

This mindset undermines the resort's potential to reclaim its esteemed status, leaving many guests with the impression that corners are being cut.

 

Descriptions of the hotel as "old and run down," with outdated amenities like small TVs and old ironing boards, illustrate the gap between expectations and reality. 

 

Complaints about declining quality in breakfast offerings, maintenance, and cleanliness further highlight areas in need of improvement. 

 

However, the Tourism Performance Report 2023 noted a positive trend in tourism receipts, which rose from BND 19.47 million in 2022 to BND 74.83 million in 2023, suggesting the potential for funding improvements to The Empire's offerings.

 

The Empire boasts significant assets, including sprawling grounds, luxurious spa services, a world-class golf course, and gourmet dining prepared by top chefs. 

 

Its spa and the Jack Nicklaus-designed 18-hole championship golf course offer unique experiences that can distinguish it as a destination. 

 

The reopening of Lee Gong and The Bunker restaurants adds further appeal to its culinary variety, making it an enticing option for those seeking diverse luxury experiences. 

 

Unfortunately, many of these amenities are under-promoted or underutilised, leaving potential guests unaware of their true value. 

 

To resonate with modern travellers, The Empire needs to articulate a unique luxury experience that appeals to everyone—not just the elite.

Missed Opportunities for Growth

Criticism of The Empire extends beyond pricing; it includes concerns over perceived stagnation in their offerings. Many locals feel that the current packages lack excitement compared to options just a few hours away.

 

A true staycation should provide a refreshing change of scenery with unique activities and memorable moments, yet The Empire’s offerings come across as mundane.

 

There is significant potential for The Empire to enhance its offerings in alignment with public expectations. 

 

The rebranding of Jetudong Park, along with improved experiences at The Empire, could transform both locations into a premier staycation destination that provides more than just luxury accommodations. 

 

A shift in mindset is essential—modern travel and adventure tourism transcend merely providing bed and breakfast services for the affluent.

 

They demand crafting unique, memorable experiences for a broader audience that incorporate innovation, excitement, and authenticity.

Selling Experiences, Not Just Products

The public's frustration with staycation initiatives points to a fundamental flaw in how some players in the tourism industry approach their services. 

 

There has been an overemphasis on pricing and selling products instead of delivering experiences and adventures. In today’s travel landscape, it is essential to create emotional connections and narratives that travellers want to engage with. 

 

For instance, Apple sells more than just a phone; it embodies innovation and lifestyle. Similarly, The Empire should offer more than luxurious rooms—it should promote the dream of adventure, relaxation, and transformation.

Lessons from Global Players

To enhance its positioning, The Empire Brunei could look to successful luxury brands like the Dorchester Collection. 

 

Renowned for its properties in key cities such as London and Paris, the Dorchester prioritises unique, memorable luxury experiences accessible to anyone, not just the affluent. 

 

The Empire, with its regal ambience and tropical setting, has the potential to differentiate itself by offering a unique blend of grandeur and local culture that appeals to a wider audience.

 

Both The Dorchester Collection and The Empire operate in the luxury hotel sector but have distinctive approaches. 

 

While The Dorchester specialises in urban luxury tailored for sophisticated tastes, 

 

The Empire's serene, tropical setting presents an opportunity for relaxation and cultural immersion. By making these unique experiences more accessible, The Empire can position itself as an inclusive luxury destination that attracts local families and international travellers alike. 

Is Domestic Tourism Being Taken Seriously?

As staycation trends rise globally, Brunei has a genuine opportunity to establish itself as a top destination for local and regional tourists. 

 

However, there exists a significant gap between government efforts to develop and promote tourism—particularly in enhancing the staycation concept—and actions taken by industry players. 

 

Many stakeholders seem primarily focused on short-term profits rather than collaborating with government initiatives aimed at reducing outflows of cross-border spending. 

 

The strategic rebranding of Jetudong Park in conjunction with The Empire could create a comprehensive staycation experience that merges luxury with family-friendly adventure.

 

For this to become a reality, Brunei’s tourism stakeholders must take meaningful steps to make these destinations attractive, affordable, and inclusive. 

 

Currently, efforts to promote domestic tourism seem half-hearted, primarily involving the repackaging of old ideas at higher prices rather than innovating to provide fresh, engaging experiences for the community. 

 

The public response to The Empire's promotion serves as a wake-up call for the industry. Without genuine changes, Bruneians will continue to seek leisure experiences abroad, leaving the promise of domestic tourism growth unfulfilled. 

 

The crucial question remains: Will Brunei’s tourism sector rise to the challenge and innovate, or will it continue to overlook the expectations of its people? The future of domestic tourism in Brunei hinges on the answer. (DMAO/MHO/12/2024)