To Know Brunei Is To Love Brunei
By Wani Abdul Gapar

Bandar Seri Begawan - The Kenali Negara Kitani (KNK) or Know Our Country campaign aims to increase interest in domestic tourism through educating locals, especially students, on the hidden marvels of Brunei Darussalam and the positive outcomes of the industry.

The hospitality trade is sure to bring about positive changes to the community, according to the chief executive officer of Brunei Tourism Board, Sheikh Jamaluddin Sheikh Mohamed.

In a phone interview with The Brunei Times yesterday, Sheikh Jamaluddin Sheikh Mohamed said, "We've already worked with the Brunei Muara district office regarding the KNK campaign and we're planning to also work just as closely with the other districts."

He added: "Take Kampung Ayer for example. We want to show that it is a unique product."

The CEO remarked that the nation needs to take the tourism industry seriously,

"We must use a conscious educational approach to create awareness that tourism brings benefits to the community."

He said: "First, we must educate the people. Locals need to be trained, to be told how lucrative tourism is."

Sheikh Jamaluddin said tourism creates many opportunities for the population especially in terms of employment and community development, which would ultimately "enrich them".

It is especially important to educate young children about the attractions in the sultanate, he added.

"We want to talk to young people and instil pride in them."

Sheikh Jamaluddin intends to do so by including less common photographs of Brunei's wonders in his KNK presentation to schools nationwide.

He strongly urged Bruneians to "keep our country clean. Don't throw rubbish about because it will convey a negative image to tourists".

The CEO also urged the media to contribute to the cause.

"The media plays a very important part; not just for tourism but also foreign investments and nation-building."

He also praised the efforts of Visit Brunei 2008 bloggers on their initiative.

The Visit Brunei 2008 blogsite is an unofficial website where local bloggers are able to post photos and entries of places to visit in the country.

"They are doing a wonderful job. Well done to these people," said Sheikh Jamaluddin.

The Visit Brunei 2008 blog administrator, who wished to be known only as Reeda, told The Brunei Times that the bloggers are, "filling in the gaps because we find that there's not much online promotion".

The KNK campaign is expected to continue until 2009 and will involve a number of government and private sectors. -- Courtesy of The Brunei Times

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