Travellers to Brunei Set for 2027 Tourism Drive, Campaign Launches Next Year

Brunei is preparing to launch its Visit Brunei Year 2027 campaign, with a target of around 400,000 international visitors arriving by air in 2027. That compares with just over 300,000 air arrivals expected in 2026, although a Tourism Development Department officer said the 2027 target still needed to be confirmed.

The Sultanate set out its plans at the World Travel Market (WTM) London, held from 3 to 5 November 2026 — its first ever participation in the event. The delegation, led by the Tourism Development Department, said it wanted to expand Brunei's presence in the UK and wider European markets.

Key facts

• Target: around 400,000 international air arrivals in 2027, up from just over 300,000 expected in 2026 (not yet confirmed)
• Launch: the Visit Brunei Year 2027 campaign will be officially launched in Brunei early next year
• Timing: the campaign coincides with the Diamond Jubilee of the Sultan of Brunei
• Focus: niche tourism built on culture, adventure and nature, with Islamic tourism as part of the cultural offer
• Accommodation: a five-star property is scheduled for completion toward the end of 2027; its name will be announced next year
• Carriers involved: Royal Brunei Airlines, Singapore Airlines and AirAsia

What is planned for 2027?

A marketing officer from the Marketing Department of Brunei Tourism said the year would be event-driven, describing it briefly as "2027 is all about exciting events". Brunei wants to broaden its international reach rather than continue relying on its traditional regional markets, and the campaign will run alongside the Sultan's Diamond Jubilee.

The country will keep its focus on niche tourism rather than mass-market arrivals. Its three promotional pillars remain culture, adventure and nature, with Islamic tourism an important part of its cultural offer and Muslim travellers among the key target audiences. Gastronomy is also becoming more prominent, with a wider restaurant scene offering different cuisines and fusion food.

How is Brunei reaching travellers?

Brunei Tourism plans to make greater use of digital marketing, online travel agencies and international influencers, and has been inviting influencers from different source markets every year. It is also developing new products designed to encourage visitors to spend more time experiencing local life, while new hotel capacity is expected, including the five-star property due toward the end of 2027.

On air access, the authority works with Royal Brunei Airlines, Singapore Airlines and AirAsia to encourage improved connectivity and to promote the country through multi-destination itineraries. Regionally, it collaborates with the Sarawak and Sabah tourism boards and with airlines so that visitors combine destinations across Borneo. Cooperation with Indonesia continues through existing air connections to Jakarta and Surabaya, but there are no direct connections from Kalimantan.

Where do Brunei's visitors come from?

In Europe, the UK remains the most important source market, ahead of Germany and France, though the latest rankings still need to be verified. Of a total of 23,000 European air arrivals in 2025, more than 9,000 came from the UK. Outside Asia, Australia and the USA were the significant markets, with over 10,200 and over 6,200 air travellers respectively in 2025.

What this means for travellers

Travellers considering Brunei in 2027 can expect a year of events tied to the Visit Brunei Year campaign and the Diamond Jubilee, plus a new five-star hotel toward the end of the year. Those already planning a Borneo trip may find more options to combine Brunei with Sarawak and Sabah through multi-destination itineraries.

The campaign will be officially launched in Brunei early next year. The tourism authority has not disclosed a promotional budget, and the 2027 arrival target has yet to be confirmed.