Tourism Industry Seeks Multi Million $ Makeover
By Azlan Othman & Achong Tanjong

Bandar Seri Begawan - Brunei’s tourism industry, aiming to reach new heights, has requested the government for a more than three-fold increase in budget allocation. The request comes in the wake of the Tourism Development Division’s latest moves to repackage the Sultanate’s tourism to attract more tourists.

The Tourism Development Division, in its bid to lure more tourists, has hired a tourism specialist and has put a more exotic brand name to the eco-tourism calendar of events.

Focusing more on eco-tourism & adventure as well as golf tourism and targeting tourists from the emerging China market, Hong Kong and Australia, a total of $13.3 million has been sought this year by the division out of $33.7 million allocated under the five-year National Development Plan budget.

That will mean a more than three-fold increase compared to last year, which was around $4 million.

Disclosing this yesterday at a press conference, Hj Mohd Tali Hj Abd Rahman, Head of Tourism Development Unit, said, the $13.3 million budget (if approved) will be utilised to carry out about a dozen calendar events, take part in overseas travel and tourism trade shows, publicity and advertising campaigns.

Similar to previous years, the focus will still be on promoting Brunei as a unique tourism destination emphasising on eco-tourism & adventure and golf, he said.

However a new brand name has been given to events to make it more attractive. The cycling and mountain bike race in Temburong, which is gaining in popularity among foreign participants, will now be called “Le Tour De Brunei”, he added.

Other major attractions will be staging of international events such as a PGA tournament and yacht and sailing competition.

A French-speaking tourism specialist, Jean Christopher, has been hired to work with the division to formulate promotion and development programmes. With his vast experience in networking and having worked with Sarawak Tourism before, it is expected that his experience will further boost the country’s effort to promote the industry, said Hj Mohd Tali.

Brunei tourism officials will take part in several new tourism and trade shows in addition to events that the officers attend including Asia-Pacific Incentives & Meetings Expo in Melbourne, World Travel Fair and China International Travel Mart, both in Shanghai, Incentive and Meetings Expo in Frankfurt, International Luxury Travel Mart in Cannes as well as Sunday Mail Escape Expo in Brisbane.

International media campaigns will be carried out in Hong Kong, Singapore, Germany and the United Kingdom. New promotional materials will also be made available with the help of a professional photographer from Australia.

However, due to the absence of a tourism satellite account in this country, tourist arrivals in the country this year and previous years, their spending and contribution towards the country’s GDP are not available. It was learnt the relevant authority has been requested to install a system to keep track of such statistics.

Asked on the possibility of forming a tourism board, Hj Tali said such an idea was mooted way back in 1998 tourism master plan. The blueprint and legal structure have been formulated but yet to be set-up, he added. -- Courtesy of Borneo Bulletin

Click Here To Have Your Say On This Story

Brudirect.com News