Brunei Darussalam returned to the Arabian Travel Market (ATM) 2026 for the second time focusing on expanding market access and strengthening industry connections in the wider Middle East.
Held from September 14 to 17, 2026 at the Dubai World Trade Centre, the Brunei delegation at the ATM was led by the Tourism Development Department (TDD), under the Ministry of Economy, Trade and Industry (METI), together with the national airline, Royal Brunei Airlines and local travel agent AZ Back to Nature.
According to TDD, in 2025, Brunei recorded approximately 1,532 tourist air arrivals from the Middle East, indicating the region’s potential as a source market for further growth.
Participation in ATM provided a platform for the delegation to engage with travel agents, tour operators, airlines and tourism stakeholders from across the region and other international markets, while creating opportunities to increase awareness of Brunei and attract a greater share of visitors from the Middle East.
The expo also supported efforts to position Brunei as both a stand-alone destination and as part of multi-destination travel itineraries.
During ATM 2026, Brunei Darussalam promoted its tourism offerings across nature, adventure, culture and Islamic tourism, including experiences such as diving, birdwatching, adventure activities and cultural attractions.
The promotion catered to both travelers seeking Brunei as a stand-alone destination and those interested in incorporating Brunei into multi-destination itineraries, including potential combinations with neighbouring destinations in Borneo and other regional markets.
The delegation also undertook a series of business-to-business (B2B) appointments with travel trade representatives from the Middle East and other international markets.
These engagements focused on developing market linkages, identifying opportunities for new tourism packages, strengthening distribution channels and encouraging travel partners to include Brunei Darussalam in their itineraries.
The participation further served as an important platform to promote Visit Brunei Year (VBY) 2027, providing international travel trade and industry partners with an early introduction to the campaign and its tourism offerings.
With VBY 2027 approaching, the department continued its targeted international marketing and industry engagement to build awareness, strengthen distribution networks and encourage travel partners to develop and promote Brunei packages.
These efforts, together with targeted B2B engagement and market development activities, supported Brunei Darussalam’s broader objective of strengthening its position within regional and international travel itineraries.
SOURCE/AUTHOR : BORNEO BULLETIN/JAMES KON
Venues
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Audience Ceremony with Coordinating Minister for Public Affairs and Minister for Defence, Republic of Singapore
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His Royal Highness receives in Audience Coordinating Minister for Public Affairs and Minister for Defence, Republic of Singapore
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Congratulatory Messages on Occasion of Malaysia's 68th Anniversary of Independence Day
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Congratulatory Messages on the Occasion of the Socialist Republic of Viet Nam's National Day 80th Anniversary
National
Registration for National Level Musabaqah Al-Qur'an Memorisation and Its Understanding 1447 Hijrah
National
Course Closing Ceremony, Pengiran Anak Puteri Muta-Wakkilah Hayatul Bolkiah Religious School
National
Tahlil Ceremony in conjunction with 50th Anniversary of Brunei Arts and Handicrafts Training Centre
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Congratulatory Messages on the occasion of Kingdom of Saudi Arabia's 95th National Day
National
Inauguration Of Establishment of Johor Islamic Religious Council & Multaqa Ulama' Darul Ta'zim
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Congratulatory Message on the Occasion of Republic of Korea's National Foundation Day
National
Doa Kesyukuran Ceremony in conjunction with Her Majesty Duli Raja Isteri's Birthday Celebration
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Audience Ceremony with The Secretary of National Defence of the Republic of the Philippines
National
Khatam Al-Qur'an Ceremony in conjunction with Birthday Celebration of Her Majesty Duli Raja Isteri
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Audience Ceremony with Spouse of the Chief of Staff of the Armed Forces of the Philippines
National
Doa Kesyukuran Ceremony in conjunction with the Birthday Celebration of Her Majesty Duli Raja Isteri
National
Khatam Al-Qur'an Ceremony in conjunction with the Ruby Jubilee of the Islamic Da'wah Centre
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Minister of Foreign Affairs of the Lao People’s Democratic Republic Audience Ceremony
National
Prizes Presentation, National Preliminary Musabaqah Al-Qur'an Reading Competition for Adults
National
Khatam Al-Qur'am Ceremony in conjunction with the 50th anniversary of Television Services, RTB
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Congratulatory Message on the occasion of the Republic of Turkiye's 102nd Republic Day
National
Sales Festival in conjunction with the Farmers, Livestock Breeders and Fishermen Day Celebration
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Message of Condolences following the Tragic Incident of a Turkish Military Cargo Plane Crash
National
RB awarded 2026 APEX Four Star Major Airline & 2026 APEX Best in Seat Comfort Award for East Asia
National
Meeting of the Steering Committee with the Sectoral Committees for the Diamond Jubilee Celebrations
National
Silver Jubilee Celebration, 25th Anniversary of Yayasan Sultan Haji Hassanal Bolkiah Mosque
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His Royal Highness Prince Haji Sufri Bolkiah watches Fencing Event of Islamic Solidarity Games 2025
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His Royal Highness Prince Haji Sufri Bolkiah presents the Gold Medals, Islamic Solidarity Games 2025
National
Certification Application for Religious Teaching, Al-Qur'an, and Lectures 1st Session of 2026
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Senior Minister of State, Ministry of Home Affairs Republic of Singapore Audience Ceremony
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Ambassador Extraordinary and Plenipotentiary of the People's Republic of China Audience Ceremony
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Senior Minister of State, Ministry of Home Affairs Republic of Singapore Audience Ceremony
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Ambassador Extraordinary and Plenipotentiary of the People’s Republic of China Audience Ceremony
National
Launching of Guideline Book on Addressing Harassment at the Workplace in the Public Service
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Messages of Condolences following the recent fire at Wang Fuk Court Residential Complex
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Congratulatory Messages on the occasion of the National Day of the Kingdom of Thailand
Sports
Nine To Four Run in conjunction with 'Ke Temburong Bisai Programme: Borneo Bike Gathering Edition'
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Message of Condolences following the Terrorist Attack at Bondi Beach, Sydney, Australia
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Their Majesties will attend a Get-Together Ceremony with Citizens and Residents in United Kingdom and Ireland
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Get-Together Ceremony with Citizens and Residents of Brunei in United Kingdom and Ireland
National
Doa Kesyukuran Ceremony in conjunction with the 42nd Anniversary of Kampung Sungai Besar Mosque
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Message of Congratulations on the occasion of Republic of the Union of Myanmar's 78th Independence Day
School
Working Visit by Ministry of Religious Affairs Delegation for the Admission of Sanah 5 Students
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Exhibition Match in conjunction with Peak x UNIKLEARN Pickleball Charity Championship 2026
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His Majesty will be Taking Rest, Limited Presence at National and Official Ceremonies
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Sovereign's Parade Ceremony of the 24th Intake of the Officer Cadet School, Defence Academy, RBAF
National
Discipline and Self-Resilience are the Core of the Success of 24th Intake of Officer Cadets
National
Sunat Hajat Prayer, Reading of Surah Yasin and Special Doa, Brunei Darussalam Students Overseas
National
Official Academic Visit by Muslim Scholars Association of Malaysia at Islamic Da'wah Centre
National
Commemorative Products Press Conference in conjunction with Diamond Jubilee Wedding Anniversary
School
Brunei-Cambridge G.C.E. 'O' Level and IGCSE Examination Results for October/November 2025 Session
National
Agreement Signing between Warisan Shipping Line and DP World Logistics Malaysia Sendirian Berhad
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Message of Congratulations on Occasion of the Islamic Republic of Iran's National Day
National
Tahlil Ceremony and Appointment Letter Presentation, Jubli Perak Sultan Haji Hassanal Bolkiah Mosque
National
Presentation of Appreciation Certificates and Apointment Letters, Selangan Mosque Takmir Committee
National
Distribution of His Majesty's Personal Gift of Dates, Ministry of Primary Resources and Tourism
National
Urgent Treated Water Pump Valve Replacement Works at Bukit Barun Water Treatment Plant Stage 4 & 5
National
Enforcement of Control of the Capture, Importation of Small-sized and Egg-Bearing Lobsters and Crabs
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Congratulatory Message on occasion of Appointment as the New Prime Minister of the People's Republic of Bangladesh
National
Religious Ceremony Awaiting the Results of the Sighting of the New Moon of Ramadhan 1447 Hijrah
National
Temporary Half Lane Road Closure at Jalan Raja Isteri Pengiran Anak Saleha and Tungku Highway
National
Doa Kesyukuran Ceremony in conjunction with His Royal Highness the Crown Prince's 52nd Birthday
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Doa Kesyukuran Ceremony in conjunction with the Crown Prince's 52nd Birthday Celebration
National
Prohibition of Offering Ramadhan Buffet for Premises that have not obtained Halal Certificate
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Flag Handover Ceremony to the National Contingent competing at the 6th Asian Beach Games
National
Brunei's Commitment to Fostering Peace, Promoting Social Harmony & Advancing Sustainable Development
National
Book Launching Ceremony, Ambassador Extraordinary and Plenipotentiary of the Republic of Turkiye
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Audience Ceremony with the Director-General of the Food and Agriculture Organisation of the United Nations, FAO and Delegation
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38th Session of Food and Agriculture Organisation Regional Conference Launching Ceremony
National
Signing of Agreement between Kedai Kampung & Agrodynamics Antarabangsa Brunei Sendirian Berhad
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27/04/2026 Opening of the Final of the National Musabaqah Al-Qur'an Reading for Adults 1447 Hijrah/2026
National
Mass Sunat Hajat Prayer in conjunction with the World Day for Safety and Health at Work 2026
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Final of National Level Musabaqah Al-Qur'an Reading for Adults 1447H/2026M, Final Night
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Audience Ceremony with Deputy Prime Minister and Minister of Foreign Affairs and International Cooperation of Cambodia
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Conferment of State Honorary Medals in conjunction with His Majesty's 79th Birthday Celebration
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Establishment of Tilawah Al-Qur'an Scheme for Children as Foundation for Noble Morals and Personalities
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Reading, Deepening Understanding and Expressing Internalisation of Al-Qur'an in Shaping Morals and Behavior
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Appointment & Confirmation of Deputy Permanent Secretary (Policy and Management), Ministry of Health
National
Advance Party of Brunei Darussalam Haj Management Office meeting with Syarikat Holiday Inn Bakkah
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Bilateral Meeting With His Excellency Prime Minister of the Democratic Republic of Timor-Leste
National
Flowmeter and Valve Replacement Works at the Agis-Agis Water Treatment Plant, Belait District
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Bilateral Meeting with the President and the Vice President of the People's Republic of China
In The Court
Customs Case, An Indonesian Woman possessing Cigarettes of Various Brands without a Valid Permit
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His Royal Highness left Shenzhen after concluding Official Visit to the People's Republic of China
National
Long Service Medal Presentation in conjunction with His Majesty's 79th Birthday Celebration
National
Religious Ceremony while Waiting For the Result of the Moon Sighting for Zulhijjah 1447 Hijrah
National
Ensuring every Citizen possesses Homes that are Comfortable, Safe and of Reasonably High Quality
National
Establishment of the National Committee on Addressing the Impact of the Middle East Conflict
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Special Titah in conjunction with the Reshuffle and Appointment of New Cabinet Ministers and Deputy Ministers 2026
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His Majesty consents to Appoint and Promote the Deputy Director of Anti-Corruption Bureau as Director of Anti-Corruption Bureau
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Swearing-In Ceremony for the Newly Appointed Judicial Commissioner of the Supreme Court for the Court of Appeal of Brunei Darussalam
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Message of Condolences following the recent earthquake in Southern Mindanao, Republic of the Philippines
National
Courtesy Call by the Non-Resident Ambassador of the Republic of Azerbaijan to Brunei Darussalam
National
Talk Programme “Meneladani Tokoh Wanita Islam Zaman Rasulullah Shallallahu 'Alaihi Wasallam"
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Congratulatory Message on the Occasion of the Republic of the Philippines' 128th Independence Day
National
1448 Hijrah New Year with the National Level Reading of End of Hijrah Year and Hijrah New Year Doa
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His Majesty will attend the ASEAN-Russia Commemorative Summit in Kazan, Russian Federation
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The Pillars to the Country's Stability, Prosperity and Resilience Must Always Be At a Strong and Secure Level
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His Majesty Hope Goverment-Linked Companies Will Be Able to Contribute to a More Sustainable Economic Growth
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Strengthening Religious Education and the Field of Da'wah or Propogation is Necessary
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Gala Dinner in Honour of Heads of State and Government of ASEAN attending the ASEAN-Russia Commemorative Summit
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Congratulatory Messages on the occasion of His Majesty King Charles III's 77th Birthday Anniversary
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In Audience with the Outgoing Ambassador Extraordinary and Plenipotentiary of the United States of America to Brunei Darussalam
Sports
'Kampungku Cergas' Recreational Activity in conjunction with the National Family Day Celebration
National
'Quit2Win' Campaign becomes an Important Platform to Quit Smoking and Stop using Electronic Vape
National
BDFA Responsible for the Food Safety Services in the Tutong District and Temburong District
National
Maintenance Works of Mengkubau Water Treatment Plant & Cleaning Works of Bukit Ambok Water Tank
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Doa Kesyukuran Ceremony in conjunction with His Royal Highness Prince 'Abdul Malik's 43rd Birthday
National
Giant-Sized Flag Hoisting Ceremony in conjunction with His Majesty's 80th Birthday Celebration
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Kejohanan Bola Sepak His Majesty The Sultan's Cup : Memperkukuh hubungan persahabatan NBD, UK
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Haj fare grant applications open; registration begins for National Maulidur Rasul celebration
National
Brunei Insurance & Takaful Represented in the 31st East Asia Insurance Congress (EAIC) Tokyo 2026
National
Maraburong Prison Phase 4 building handed overMaraburong Prison Phase 4 building handed over
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