Brunei Darussalam launched its first Visit Brunei (VBY) 2027 Roadshow at Kota Kasablanka, Jakarta in Indonesia from September 12-13, 2026 marking the Tourism Development Department’s (TDD) latest initiative to promote VBY 2027 and increase destination awareness among Indonesian travellers ahead of the campaign year.
Ambassador of Brunei Darussalam to Indonesia Brigadier General (Rtd) Dato Seri Pahlawan Haji Abdul Razak bin Haji Abdul Kadir, the guest of honour, launched the roadshow following welcoming remarks by Acting Director of the TDD Hajah Salinah binti Haji Mohd Salleh.
The roadshow brought Brunei’s tourism offerings directly to the Indonesian market through a combination of destination promotion, consumer engagement and travel package sales.
Visitors were introduced to Brunei’s nature, culture, adventure and leisure experiences, alongside medical tourism offerings. Traditional performances, interactive games and destination information activities further supported the promotion of Brunei as an accessible and diverse short-haul destination for Indonesian travellers.
The roadshow also featured participating Indonesian travel agents, who promoted Brunei as a holiday destination and offered Brunei travel packages directly to consumers in Jakarta. By working with local partners who understand the preferences of Indonesian travellers, Brunei can enhance the visibility and accessibility of its tourism packages and encourage more travel agents to feature the destination in standalone holiday packages and multi-destination itineraries.
Visitor arrivals from Indonesia continue to show positive growth. In 2025, Brunei welcomed 31,747 Indonesian visitors by air, while arrivals from January to July 2026 reached 23,989 – approximately 30 per cent higher than the 18,404 recorded during the same period in 2025.
With Indonesia’s large population, geographical proximity and strong demand for short-haul travel, the department will continue to work with airlines and travel agents to increase Brunei’s visibility, strengthen package distribution and encourage repeat and new visits.
As part of the VBY initiatives, the department will undertake a range of B2C and B2B activities across selected markets to engage directly with consumers, strengthen relationships with the travel trade, and increase the visibility and distribution of Brunei’s tourism offerings. These efforts will be supported by targeted destination campaigns, industry partnerships, air connectivity initiatives and travel package development to translate market awareness into travel demand and visitor arrivals.
SOURCE/AUTHOR : BORNEO BULLETIN/James Kon
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