Shiny Awards, Empty Hotels: The Truth About Brunei’s Tourism Struggles

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.

 By Malai Hassan Othman

 

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)

 

 

A Conversation with Yusuf Islam: A Moment in Time

It was 1998, a time when Brunei was hosting the Brunei Islamic Expo, an event that brought together scholars, thinkers, and figures dedicated to the promotion of Islamic values. 

 

Among them was Yusuf Islam, formerly known to the world as Cat Stevens - the legendary musician whose songs had once graced international airwaves before he left the music industry to fully embrace Islam. 

 

As a reporter for Borneo Bulletin, I was given the unique privilege of interviewing him. The venue was the State Mufti’s Office, a setting befitting the depth of the conversation that was about to take place. 

 

I remember feeling a mixture of excitement and nervousness - here was a man whose life had undergone a profound transformation, a man whose journey from fame to faith had captivated many, including myself. 

 

When I finally sat down with him, Yusuf Islam exuded an air of quiet confidence, humility, and wisdom. 

 

He was dressed in a simple yet elegant white outfit, a reflection of the serenity that seemed to define him. Unlike the exuberance of a rock star, he carried himself with the grace of a teacher, a man who had found peace in his beliefs.

 

Our conversation quickly moved to the topic closest to his heart at the time - Islamic education for children. 

 

Yusuf Islam spoke passionately about the importance of raising young Muslims with a strong foundation in their faith. 

 

He shared his vision of providing high-quality Islamic education through modern yet values-driven methods. 

 

He was not just talking about education in the academic sense but about spiritual nourishment, ensuring that young minds learned about Islam in a way that was engaging, inspiring, and deeply meaningful. 

 

His commitment was not just theoretical; it was something he had already begun putting into action. 

 

In 1983, he established an Islamic primary school in London, and by 1998, it had achieved grant-maintained status, a historic milestone in the UK. 

 

His passion for nurturing young minds extended beyond the classroom - he was creating Islamic content that was accessible, relatable, and educational.

 

As our conversation drew to a close, he handed me a CD - "Mountain of Light," one of his latest works dedicated to Islamic education. 

 

It was more than just a gift; it was a symbol of his mission, his new path, and his unwavering dedication to sharing the beauty of Islam through words and melodies. 

 

At that moment, I felt a sense of profound gratitude. I was not just speaking to a former global superstar; I was conversing with a man who had found his purpose and was striving to make a difference. 

 

I still have that CD - though I must admit, I have forgotten where I kept it. Perhaps it is buried somewhere among old keepsakes, waiting to be rediscovered. But even without holding it in my hands, the memory of that day remains vivid in my heart.

 

Now, decades later, as I reflect on that encounter, I realise that it was not just an interview - it was a lesson in commitment, faith, and transformation. 

 

Yusuf Islam’s journey was one of courage, choosing a path that many did not understand but one that he knew was right for him. 

 

His words that day were not merely about education but about living a life of purpose and sincerity. 

 

The world has changed since 1998, and so has Yusuf Islam. 

 

He eventually returned to music, using it as a tool for spreading positive messages. 

 

But at the core of it all, his mission has remained the same - to inspire, to educate, and to uplift. 

 

That day at the State Mufti’s Office, I was fortunate to sit across from a man who had walked away from the limelight and into the light of faith. It was a moment in time that I will always treasure. (MHO)

Brunei’s Oil in Decline: Can the Sector Evolve to Secure Its Future?

What happens when an industry that built a nation's wealth starts to wither away? As Brunei's oil production declines and the world shifts toward renewable energy, can the nation’s economic lifeblood evolve, or will it remain trapped in the past? The future of Brunei's oil and gas industry hangs in the balance – and so does the future of its economy.

 

By Malai Hassan Othman

 

BRUNEI DARUSSALAM, JANUARY 2025: Brunei Shell Petroleum (BSP) has long been recognised for its operational excellence and efficient management of the nation's oil and gas assets, forming a cornerstone of Brunei’s wealth for decades. 

 

Despite its world-class operations and commitment to safety, Brunei’s oil sector now faces a significant challenge: as crude oil production continues to decline, can it evolve quickly enough to maintain its crucial role in the national economy? 

 

In 2023, Brunei’s crude oil production fell to just 93,000 barrels per day, down from a peak of 221,000 barrels per day in 2006. 

 

By early 2024, production had slipped further, averaging around 73,000 barrels per day. 

 

These figures underscore a broader issue — one that poses a serious threat to the future of Brunei's oil and gas sector and the economy dependent on it.

 

The Challenge of Adapting to  Change

 

Brunei’s oil and gas sector, once central to its economic prosperity, now faces an urgent need to optimise operations and adapt to the rapidly evolving global energy landscape. 

 

With much of the country’s revenue still tied to oil, Brunei has struggled to diversify its economy and remains heavily reliant on a sector that is showing signs of exhaustion. 

 

A significant factor in this challenge is the sector's resistance to change. 

 

While other global oil producers have diversified their portfolios and embraced new technologies, Brunei’s oil industry continues to invest heavily in traditional practices, such as external training programs and consultancy services, without fully implementing the advanced technologies that could enhance efficiency and extend the lifespan of existing reserves. 

 

The International Energy Agency (IEA) stresses, “Countries reliant on fossil fuels must transition to cleaner energy sources to ensure long-term sustainability and meet global climate goals.” 

 

This transition involves adopting cleaner technologies, which Brunei's oil sector has been slow to integrate. Without this shift, the sector risks falling behind.

 

BSP’s Strong Foundations Amidst Industry  Challenges

 

Despite the challenges, BSP's long-standing reputation for operational efficiency remains a valuable asset. 

 

The company has upheld high operational standards; however, the global energy market is shifting, impacting oil prices and production dynamics. 

 

Brunei’s oil sector must adapt to this new reality to remain competitive. 

 

His Majesty Sultan Haji Hassanal Bolkiah has repeatedly emphasised the need for strong leadership and transparency within the oil and gas sector. 

 

His calls for modernisation are crucial, yet the pace of change has been slow. 

 

Experts agree that without a commitment to embracing innovation, the sector may continue to struggle. 

 

In 2024, TotalEnergies decided to divest its assets in Brunei, selling them to Malaysia’s Hibiscus Petroleum for $259 million. 

 

This move reflects growing concerns among foreign investors about Brunei’s oil sector, driven by stagnating production levels, lack of diversification, and limited innovation. 

 

According to the BP Statistical Review of World Energy, “The shift from fossil fuels to renewable energy is accelerating globally, and nations heavily dependent on oil must diversify to secure long-term economic stability.”

 

Opportunities for  Transformation

 

While Brunei's oil production has been on a downward trend, an increase in oil prices presents a glimmer of hope. 

 

The second quarter of 2024 saw oil prices average $88.89 per barrel, up from $83.90 in the previous year. 

 

This price increase offers an opportunity for Brunei’s oil sector, but swift action is needed to capitalise on these market conditions. 

 

Industry experts emphasise the importance of adopting a diversified energy strategy. 

 

For Brunei to continue thriving, they suggest integrating new technologies, improving resource management, and investing in renewable energy sources to ensure long-term resilience. 

 

This transformation requires not only an operational overhaul but also diversification into renewable energy for long-term sustainability.

 

A Dead Horse: Time for Change

 

The concept of the Dead Horse offersTheory serves as a powerful metaphor for the current situation, illustrating the futility of persisting with ineffective strategies, much like riding a dead horse. 

 

Brunei’s oil sector appears to be in a similar predicament, clinging to outdated practices without embracing the necessary changes. 

 

It is time for the industry to recognise that continuing down the same path while blaming external factors is not a viable solution. 

 

Innovation and modernization are no longer optional; they are essential for survival. 

 

Without a strategic shift toward diversification and sustainability, the sector will continue to deplete resources and delay critical reforms.

 

Looking Ahead: A Call for  Action

 

Brunei stands at a critical turning point. The oil sector, once a pillar of prosperity, now requires urgent transformation to secure a future beyond oil. 

 

The time for action is now. The decisions made today will determine whether Brunei can successfully navigate the global energy shift, ensuring a sustainable and diversified economy for future generations. 

 

The oil and gas sector must evolve - adopting innovation, modernising operations, and diversifying the energy mix. 

 

This is not merely about preserving the oil industry but about creating a resilient, future-proof economy that is not overly reliant on a single resource. (MHO/01/2025)

Brunei Tops Southeast Asia in Obesity—Why Has Nothing Changed?

By Malai Hassan Othman

BANDAR SERI BEGAWAN, JANUARY 2025: Beneath the tranquil beauty of Brunei Darussalam’s landscapes lies a troubling reality: the country has become the most overweight nation in Southeast Asia, with obesity rates soaring. 

 

This uncomfortable truth reflects inadequacies in the efforts to address the issue, which have fallen short of reversing the trend. 

From Makan-Makan Culture to a Health Crisis 

The makan-makan culture, which has long been integral to Bruneian life, now raises a critical question: is it causing more harm than good? 

 

Frequent office potlucks, celebratory feasts, and a strong social norm of sharing high-calorie meals have led to a societal epidemic of obesity. 

 

Once a symbol of warmth and generosity, this culture is now contributing to alarming health issues. 

 

Currently, a shocking 28.2% of Bruneians are obese, with nearly half of the population being overweight - figures that place Brunei at the top of Southeast Asia’s obesity rankings. 

 

Even more concerning is the drastic rise in childhood obesity, with over 18% of adolescents aged 13-17 classified as obese, making it the highest in the region. 

 

How Does Brunei Compare to Its Neighbors?

 

Brunei's obesity rate of 28.2% not only leads Southeast Asia but also far exceeds rates in neighbouring countries such as Malaysia at 19.7%, Singapore at 11.6%, and Thailand at 11.6%. 

 

The contrast is stark when compared to nations like Vietnam (1.7%) and Timor-Leste (1.1%), where obesity is a minor concern. 

 

In response to its obesity crisis, Malaysia has introduced taxes on sugar-sweetened beverages and stricter food labelling laws, while Singapore has actively promoted national fitness campaigns and calorie-conscious dining options. 

 

Despite these initiatives, both countries still trail behind healthier nations like Vietnam and the Philippines, where obesity rates remain under 10% due to higher levels of daily physical activity and lower consumption of processed foods. 

 

This issue transcends individual choices; it is a systemic problem that necessitates collective action from policymakers, businesses, and the public. 

 

Solutions must extend beyond quick fixes and tackle the underlying factors exacerbating the crisis. 

 

A System Failing Its People

 

Experts argue that Brunei’s battle with obesity is rooted in systemic issues, extending beyond mere diet and lifestyle choices. 

 

The market is saturated with cheap, unhealthy food, while healthier alternatives are often prohibitively expensive. 

 

“Pasar Malam drinks are essentially liquid sugar. It’s astonishing how much-condensed milk and syrup are packed into just one cup,” remarked a local observer. 

 

“If you’re not diabetic now, you will be soon.” 

 

A lack of physical activity compounds the problem. In a car-dependent culture, many Bruneians walk significantly less than their regional peers. 

 

"On average, I take only 3,000 steps a day, while my friends in Kuala Lumpur and Singapore easily manage 6,000 to 8,000," confessed one Bruneian professional. 

 

Observers note that many Bruneians prefer to park as close to department store entrances as possible, viewing it as a blessing to avoid even short walks. 

 

"If they can park right in front of the door, they feel like they've hit the jackpot," one remarked.

 

This Isn't New – A Crisis I Warned About Decades Ago

 

The obesity epidemic in Brunei is not a recent development - I recognized the warning signs decades ago. 

 

In the early 2000s, I reported on emerging obesity trends in the country, linking them to poor dietary habits and sedentary lifestyles. 

 

A study I covered at that time revealed that 96% of women and 54% of men were overweight or obese, with alarming waist-to-hip ratios that indicated significant health risks. 

 

Those findings raised concerns, but was enough done to avert today’s crisis? 

 

I vividly recall the alarms sounded back then, and the latest statistics show that those warnings went unheeded. 

 

This crisis has been brewing for decades, and yet Brunei now leads Southeast Asia in obesity rates. The question remains: why has so little changed?

 

Brunei's Obesity Policies: Falling Short or a Step in the Right Direction?

 

The government has introduced initiatives such as the Brunei National Multisectoral Action Plan for NCDs, but many feel these efforts are superficial and ineffective. 

 

“We hear about policies, but where’s the enforcement? Where are the free exercise programs? Where’s the tax on high-sugar products? It’s all just talk,” said one frustrated citizen. 

 

Despite the Ministry of Health’s efforts to promote calorie-awareness campaigns and implement school bans on sugary drinks, junk food remains cheap and accessible, while gym memberships and healthy food options are exclusive luxuries for the privileged. 

 

To make real progress, there must be stronger enforcement and collaboration across sectors - from the government imposing clear dietary guidelines to food businesses providing healthier options at reasonable prices.

 

Cultural Resistance to Change

 

Part of the challenge lies in Brunei’s deep-rooted attitudes towards food. 

 

Traditional dishes - rich in coconut milk, sugar, and fried ingredients - are both cherished and celebrated. 

 

Moreover, a sedentary lifestyle is prevalent, with little focus on daily exercise. 

 

“Bruneians often say they’ll start exercising ‘esok’ (tomorrow), but tomorrow never comes,” said a nutritionist. 

 

“The sad reality is that many only take health seriously when they find themselves in the ICU.”

 

An Avoidable Crisis—But Who Will Act?

 

Health observers and experts suggest that Brunei’s obesity epidemic is not just about food, but a challenge in policy effectiveness, public awareness, and behavioural change. The country needs more proactive measures, including:

 

·      Higher taxes on sugary drinks and fast food 

 

·      More accessible and affordable healthy meal options 

 

·      Mandatory exercise programs in schools and workplaces 

 

·      Urban planning that prioritises walkability 

 

·      Stronger public health education initiatives

 

To reverse this crisis, we need more than just policies; we need a national mindset shift toward health, encouraging individuals to make better choices while the government fosters a healthier environment. 

 

Preventing obesity is a shared responsibility, and only through sustained, collaborative efforts can Brunei curb this growing epidemic.

 

Time is running out for Brunei. With diabetes, heart disease, and obesity-related complications on the rise, how much longer can we afford to ignore this crisis?

How has obesity affected you or those around you? What solutions do you think would make the biggest impact? Join the discussion and share your insights.(MHO/01/2025)