Lose yourself

in pristine nature…

Diverse Flora & Fauna

Brunei Rainforest Experience in Temburong

Brunei Rainforest Experience in Temburong

Brunei Rainforest Experience in Temburong

Brunei Rainforest ExperienceAt Ulu – Ulu Resort In Temburong

www.uluuluresort.com

Ulu – Ulu Rainforest Resort in Temburong

BRUNEI TOURISMTourism Development Department

At Ministry of Industry & Primary Resources

Brunei’s National Tourism Administration and NTO

VISIONBrunei Darussalam - The region’s Most Exclusive

Destination

MISSIONTo act as a catalyst for change and to grow a sustainable,

socially and environmentally responsible tourism industry for the benefit of the nation

BRUNEI TOURISM

The key institutional partner of the tourism industry in Brunei

HISTORICAL PERSPECTIVE

Brunei paradox : long history in tourism, but perceived as a new destination

Until recently, due to wealth, tourism not seen as a priority

Tourism now seen as key component of economic diversification drive

Brunei Tourism started in the mid 1990’s as a unit in the Ministry of Industry and Primary Resources

In 2005, elevated to a Department, and creation of the Brunei Tourism Board

TOURISM INDUSTRY OBJECTIVES

1. To establish Brunei as a desirable holiday destination

2. To create quality and sustainable employment and economic opportunities

3. To increase foreign exchange revenue

4. To help reduce reliance on Oil and Gas

5. To contribute to make Brunei into an attractive country for foreign investors

CURRENT STATUS(2010 figures)

- Total tourist arrivals by air : 200K (+27%)

- Average length of stay : 3 days (600K tourist days)

- Estimated revenue : B$153.6M (B$256 / tourist day)

- Estimated direct employment : 5,200 jobs (1:38.5 job/tourist ratio)

RECENT SIGNIFICANT INITIATIVES

- Appointment of a Marketing & PR representation office in China & Hong Kong

- Appointment of a Marketing & PR representation office in Australia & New Zealand

- Commissioning of a comprehensive 4-month long Tourism Study of the destination by Accenture, resulting in detailed recommendations and action plans

MARKETING & PROMOTING BRUNEI

“Vision without action is merely a dream” – Joel A. Barker Independent Scholar & Futurist

Safe, peaceful, stable and wealthyWholesome, friendly and hospitable

Protected from disasters

Healthy and clean

South East Asia’s “best kept secret”

Exotic : an ancient and opulent Sultanate nestled on the shores of the mysterious jungle covered Island of Borneo

POSITIONING BRUNEI

NATURE

With a pristine, easily accessible and safe rainforestenvironment, Nature is Brunei’s Unique / CoreSelling Proposition that helps differentiate andposition the country in the marketplace.

POSITIONING BRUNEI

CULTURE

With its Malay culture and traditions, MIBphilosophy, unique Kampong Ayer and iconicMosques, the cultural aspect defines thedestination and strongly determines the kind oftourism the country wants to have.

POSITIONING BRUNEIHERITAGE

With the appeal of its majestic, opulent andancient royal system and lineage, Brunei’sMonarchy, though not a tourism product per se,is a well known icon for the country.

CONTEMPORARY ASIA

Its excellent golfing, diving, luxuryaccommodation, general good infrastructure,safety, stability, cleanliness, and family friendlywholesome fun activities place Brunei among the“New Asia” countries, a modern, forward looking,prosperous country with strong traditions but notliving in the past.

TARGET MARKET SEGMENTS

• Mature and experienced mid to up-market travelers, experience seekers

• Nature lovers• Golfers, divers, sports enthusiasts • Stressed out regional urbanites• Honeymooners, families and seniors• Meetings, Incentives and Events (MICE) organizers• Cultural pride, urban Malays• Special interest (nature, culture, religion, etc)• Stop over and multi-destination• Curiosity and bragging rights factor

TARGET MARKET AREAS- KEY MARKETS• Malaysia, Singapore• Far East

• China, Hong Kong • South Korea, Japan• Taiwan

• Australia / New Zealand

- PRIORITY MARKETS• United Kingdom / Ireland • Western Europe• Middle East

• Saudi Arabia, GCC

- SECONDARY MARKETS• Other ASEAN• Eastern Europe, Russia• North America• India

- DOMESTIC MARKET• Tourism awareness campaigns • Holidays in Brunei campaign• Kenali Negara Kitani

FUTURE OUTLOOK

• Most growing trends in tourism favor Brunei• Geographical location favors Brunei as a regional hub• Huge tourism markets near Brunei forecasted to be among

fastest growing• Brunei to be one of a few pristine areas left in the region• Brunei can steer its tourism industry to cater to the upper ends of

the market• Brunei is in a position to develop in an unhurried way a tourism

industry that will benefit its people without excessively disrupting the country’s social fabric or harming its environment

• Note : • Performance projection

based on available data

• 72.04% of Total Air Arrivals stayed in Hotels as Place of Accommodation

• 43.75% of Total Air Arrivals stated Holidays as their purpose of visit

2010 STATISTICS

MARKET AREAS TOTAL AIR ARRIVALS MONTHLY AVERAGEASEANMALAYSIA 49,728 4,144SINGAPORE 16,304 1,359THAILAND 4,719 393INDONESIA 13,907 1,159PHILIPPINES 13,242 1,104VIETNAM 3,276 273

SUB-TOTAL 101,176 8,431% OF GRAND TOTAL 50.59%

% > OVER 2009 30.99%

FAR EASTCHINA (PRC) 22,379 1,865HONG KONG 1,330 111JAPAN 3,615 301KOREA 1,945 162TAIWAN 2,498 208

SUB-TOTAL 31,755 2,646% OF GRAND TOTAL 15.88%

% > OVER 2009 34.34%

AUSTRALIA / NZAUSTRALIA 15,325 1,277NEW ZEALAND 9,225 769

SUB-TOTAL 24,563 2,047% OF GRAND TOTAL 12.28%

% > OVER 2009 11.35%

LONG HAULUK / 16,781 1,398WESTERN EUROPE 7,267 606EASTERN EUROPE 966 81NORTH AMERICA 5,648 471MIDDLE EAST 1,443 120

SUB-TOTAL 32,169 2,681% OF GRAND TOTAL 16.08%

% > OVER 2009 17.52%

TOTAL MARKET AREAS 189,662 15,805% OF GRAND TOTAL 94.83%

% > OVER 2009 26.18%Non-market specific areas 10,330 861

GRAND TOTAL 199,992 16,666% > OVER 2009 27.00%

• 2011 Outlook : • Target for 2011 set at

20% increase

• ACCOMMODATION• Boutique nature resorts, eco lodges• Wellness retreats, spa resorts, detox centers• Boutique city hotels• Beach resorts• Budget / backpacker accommodation

• ACTIVITIES• Adventure sports (mountain biking, kayaking, canoeing, kite

boarding, trekking, etc)• Diving, water sports, sports fishing• Tour operations, specialized tours, bike/4WD tours

• POTENTIAL• Education : English learning• Health : specialized treatments, detox, holistic care• Seniors : retirement communities

DEVELOPMENT OPPORTUNITIES

The industry’s partnerwww.bruneitourism.travel

THANK YOU !

BRUNEI TOURISM