Brunei Darussalam has remained one of Southeast Asia’s less explored destinations. All that is set to change next year.
Brunei Tourism has announced 2027 as Visit Brunei Year, unveiling a campaign that will coincide with the 60th anniversary of His Majesty Sultan Haji Hassanal Bolkiah Mu’izzaddin Waddaulah's accession to the throne, offering guests to the sultanate a unique opportunity to experience the destination around a landmark national celebration.
Launched on 20 June by HRH Prince 'Abdul Mateen, minister of foreign affairs, the campaign adopts “The Abode of Peace” as its theme, reflecting Brunei's reputation for tranquillity and hospitality while drawing on the country's Malay Islamic Monarchy philosophy that shapes its culture, governance and way of life. Official mascots, Awang and Dayang, were also unveiled.
Speaking at the launch, Dato Seri Setia Dr. Awang Haji Abdul Manaf bin Haji Metussin, coordinating minister for economic policies and minister of economy and trade, said Visit Brunei Year 2027 would adopt a whole-of-nation approach, bringing together government agencies, tourism stakeholders and local communities to strengthen the sector's contribution to economic diversification.
“Visit Brunei Year 2027 is not simply about attracting more visitors, but about showcasing Brunei's unique identity and strengthening partnerships with the travel trade to deliver meaningful and authentic experiences,” he said.
The campaign's first international promotion took place at Travel Meet Asia 2026 in Jakarta from 23-24 June, where Brunei made its debut as the event's Official Destination Partner.
“The event provided an excellent platform to strengthen partnerships with the travel trade and encourage the development of regional itineraries that include Brunei,” said Muhammad Nazmi bin Mahali of tourism development department at the Ministry of Primary Resources and Tourism.
“Our goal is to create more market-ready experiences that encourage visitors to discover Brunei as part of a wider Southeast Asian journey.”
HRH Prince 'Abdul Mateen, minister of foreign affairs at the June campaign launch event. Credit:
Lingering longer
“One of the biggest opportunities for Visit Brunei 2027 is increasing visitors' length of stay beyond a three day two night itinerary. We're looking at how different experiences can be packaged into multi-day itineraries that encourage travellers to venture beyond the capital and explore more of the country,” said Hajah Nur Atiqah of Darussalam Travel.
A representative from Pan Travel Service agreed, noting that many travellers are unaware of the diversity of experiences across the Sultanate.
“Brunei has four different districts including amazing diving sites.” This gives travel agents the opportunity to create products that showcase more of what the destination has to offer.
The tourism calendar is still being developed, but His Majesty's Diamond Jubilee celebration will be among one of the key highlights of the campaign. Visitors will also discover unspoiled landscapes and a unique national identity, from the centuries-old water village of Kampong to the biodiverse rainforests of Ulu Temburong National.