Brunei’s tourism sector embraces digital transformation: hoteliers, travel agents and service providers are leading the charge for future growth

Posted on November 2, 2025

A special networking event was recently held in Brunei Darussalam to accelerate the digital transformation of the travel and tourism sector. With the aim of increasing the competitiveness of the country’s travel industry, the session brought together a wide range of stakeholders, including hoteliers, travel agency industry professionals, event management companies and other service providers.

The Tourism Development Department (TDD), part of Brunei’s tourism management structure, organized the event. In order to help the country keep pace with changing traveler expectations and international best practices, TDD aims to encourage tourism industry players to consider how digital tools and processes can be more widely adopted.

The rationale behind digitization

In today’s travel environment, the application of digital technologies in tourism is no longer optional, but is now a performance differentiator. TDD stressed that the deployment of online platforms, data-driven marketing, digital service automation and connectivity improvements will help Brunei’s tourism industry remain competitive in a crowded regional market. According to official economic planning documents, the sector represents a priority for national growth within the framework of the country’s long-term development vision.

Furthermore, Brunei’s broader imperative to embrace the digital economy is documented in the national “Digital Economy Master Plan 2025” published by the Ministry of Transport and Communications. This document sets out the digital roadmap that tourism now benefits from.

The focus of the communication session

During the networking events, participants had multiple opportunities to engage and collaborate. They were invited to showcase their services, identify common challenges and consider digital solutions that might enhance their business models. Key activities included service delivery, problem mapping, and exploring ways in which digital tools (such as online booking, virtual tours, data analytics, social media engagement, and mobile applications) could be used to scale up Brunei’s tourism offering.

By promoting direct engagement between companies, the event aimed to bridge the gaps between traditional service providers and technology-readiness sectors. The goal was for each stakeholder to leave the session with new contacts and actionable ideas for digital adoption.

Challenges and industry needs emerged

Among the issues cited by participants were legacy service systems that are still largely manual, limited digital skills among small operators, inconsistent connectivity in remote tourist areas, and gaps in digital marketing access for international visitors. The session enabled service providers to articulate these challenges in a forum environment, paving the way for collaborative problem solving.

In parallel, opportunities have been identified: the possibility of using digital platforms to target niche travellers, the use of data analytics to understand visitor behaviour, the release of mobile-friendly visitor services, and the possibility of integrating local cultural attractions and natural attractions through virtual or augmented experiences. TDD stressed that innovation in such areas would help Brunei differentiate itself as a tourism destination.

Compatibility with the national vision

This outreach initiative falls squarely within the framework of Wawasan Brunei 2035 (Brunei Vision 2035), which sets out the long-term aspirations for a dynamic, globally connected economy. Tourism has been identified as one of the priority sectors for diversification and growth in Brunei’s economy. By strengthening the digital capabilities of the tourism industry, the event supports the national agenda for “skills, innovation and entrepreneurship” to thrive in new economic sectors.

Results and next steps

While the immediate outcomes of the session included networking and brainstorming, TDD made it clear that this would not be a one-time effort. He revealed that more initiatives will be held with the aim of supporting the growth and modernization of the tourism sector, in line with the state’s agenda. Through follow-up programmes, it is expected that training and workshops related to digital readiness and ongoing engagement will be implemented.

Tourism service providers were encouraged to approach digital transformation not only as an application of new tools, but as a shift in mindset. The networking session served as a catalyst – to boost awareness, seed potential partnerships and create momentum for digital adoption.

Implications for travelers and industry

For travelers to Brunei, the increased digitization of services heralds more seamless booking experiences, richer digital content (e.g., interactive destination guides), improved connectivity and higher service standards. For local operators, going digital means greater efficiency, enhanced marketing access, and stronger competitiveness.

As the tourism ecosystem evolves, stakeholders who embrace digital transformation early may gain an advantage in attracting new markets, especially younger or digitally savvy visitors. At the same time, the event underscored the need for collaboration across the sector: from accommodation and tour operators to event management companies and ancillary service providers.

conclusion

All things considered, the digital networking event for hoteliers, travel agents, event managers and service providers in Brunei represents a major advance for the country’s tourism industry. Stakeholders were able to exchange services, identify issues and investigate how digital technologies will impact Brunei’s tourism industry in the future thanks to this event. The session noted that digitalization has evolved from a desirable improvement to a requirement for competitiveness, in line with national planning agendas such as Wawasan Brunei 2035 and the Digital Economy Master Plan. Brunei’s tourism industry is positioned to expand, modernize and increase attractiveness to foreign tourists as more initiatives are implemented.