Getting inspired by nature
By Helena M Mahathir

Dato Paduka Haji Hamdillah
 speaking during a press conference.

Members of the Brunei Tourism Board during the first meeting.

Group photo of Brunei Tourism Board members, as
well as management and staff of the Tourism Department at the Temburong retreat.

After spending a night in the Ulu Temburong National Park recently, while getting to know each other and sharing some holiday memories, the recently appointed members of the Brunei Tourism Board, staff of the Tourism Department and a number of key tourism stakeholders got down to business the next morning to chart the future course of the tourism industry in Brunei.

In highly interactive sessions, the participants got to share their feelings, ideas and suggestions on the way forward for the tourism sector. First, an analysis of the strengths, weaknesses, opportunities and threats faced by the Temburong area was held, followed by a thorough discussions on where the tourism industry is currently at, where it is expected to be in the future, and how to get there.

Discussions revealed that ecotourism as well as the safety and security aspect of Brunei was amongst its top selling points. There was also a need to overcome wrong perceptions about Brunei by emphasising on the range of fun and wholesome activities that can be enjoyed in the Kingdom of Unexpected Treasures. It is also acknowledged that many improvements are needed in terms of product maintenance, services level and quality, marketing and promotion of the destination, data gathering and accessibility to the destination.

This road ahead is not one for the Brunei Tourism Board and the Tourism Department alone. It is often said that tourism is everybody's business, as it touches practically every aspect of the economy, and therefore needs to be aligned with the goals and involvement of everyone from officials, to the private sector, to the public in general. Tourism concerns the future of the nation in terms of economic diversification and employment generation.

Participants came to the conclusion that in order for the tourism industry to fulfil the aspirations of the nation, it should by the year 2023 contribute about 12 per cent of the non-oil and gas sector projected GDP of $4.5 billion, and also employ about 12 per cent of the total workforce, including a proportion of foreign expertise to internationalise the industry and contribute to skills transfer. This goal, corresponding to world averages for the tourism sector, can be achieved in part through the efficient implementation of activities listed by the Tourism Department in the 9th National Development Plan, and also by looking beyond the plan to increase the scope of activities in order to achieve the objectives.

In a few short hours of interaction in the conducive environment of the pristine rainforests of Temburong, much was achieved in these sessions, and all participants emerged from the exercise with a clearer perspective of the current tourism situation and the challenges ahead.

During the sessions, participants comments ranged from "congratulations on the long awaited establishment of the Brunei Tourism Board" by the Brunei Association of Travel Agents, to the hopes of the Brunei Association of Hotels to "see Brunei garner Top Destination Awards" and to achieve in five years time "higher occupancy rates of 60 per cent due to high increases in arrivals".

Royal Brunei Airlines noted that "Brunei's facilities can be packaged together with those from the neighbouring countries" and that "tourism is a viable solution for the diversification of the economy from the oil and gas sector". The Brunei International Chamber of Commerce and Industry expects that in five years time the industry "will be well on its way to contribute 12 per cent of the non-oil and gas GDP, with increases in employment and tourism receipts".

On a more practical note, the inbound operators present, who are among the key industry stakeholders, hoped to see emerge "a specific association for inbound operators, as the current one regroups both travel agents and inbound operators". This would enable their voice to be better heard within the current association or at the Tourism Board level. Other concerns for the stakeholders ranged from "regulatory problems" when dealing with different bureaucratic procedures, to the hopes of seeing Brunei as a "recognised member of the World Tourism Organisation" and to have "scores up on all objectives" in five years time.

The Brunei Economic Development Board's concern was with "building the infrastructure that generates data, analysing it, and putting it back into the industry", as data is crucial when approaching potential foreign investors.

For officials of the Tourism Department, the "preservation of the natural and cultural heritage" is crucial, because the "environment is attractive in Brunei". So is "safety and security", as well as the "fun" factor in all our activities, not only to get "people to come to Brunei and to come back", but also to attract foreign investors, as "if they find a nice place to live, they will want to work there".

The Chairman of the Board reminded all participants that it was "very clear that with His Majesty's consent for the Brunei Tourism Board establishment, the tourism industry is expected to contribute to the future sustainable development of the Brunei economy". This will need "private and public sector partnership, including all other tourism stakeholders", and can be achieved by capturing the "wealth of knowledge and experience that is inside our human resources" and by "adding passion, so in five years time, our young people are so full of pride about being part of the tourism industry".

This first gathering of the members of the Brunei Tourism Board, staff of the Tourism Department and key stakeholders, concluded on an all round vote of thanks to all present, and on a high note of great and positive expectations for the future of the tourism industry in Brunei.

Courtesy of Borneo Bulletin