A total of 15 frontliners from tourist accommodation establishments registered with the Tourism Development Department completed a three-day Customer Service Excellence Training for the hospitality and tourism industry held from October 6-8, 2026.
The training represents one of the department’s initiatives to strengthen the quality of customer service delivery and achieve higher standards by incorporating Islamic values and Bruneian identity into service practices.
The training was also in line with efforts to reinforce the nation’s distinctive hospitality and tourism identity, including Islamic tourism as one of the elements that differentiates Brunei from other regional destinations.
Efforts to continuously improve service standards in the nation’s hospitality and tourism industry are further supported by the MESRA Campaign, introduced in 2022, which stands for Muhibbah, Etika, Senyum, Ramah dan Adil, emphasising goodwill, ethics, smiles, friendliness, and fairness.
The training was further grounded in the Malay Islamic Monarchy (MIB) philosophy, providing a framework for fostering a professional, ethical, welcoming, and customer-oriented service culture among frontliners and tourism-related service providers.
Through the training, participants were introduced to the principles and practices of service excellence, covering communication skills, customer interaction management, service ethics, and an understanding of the needs of tourists from diverse cultural backgrounds.
The initiative aims to enhance participants’ competencies, confidence, and professionalism in carrying out their responsibilities. Such training is essential to ensuring that frontliners possess the appropriate skills and capabilities to handle their duties professionally, ethically, and in accordance with values and guidelines.
Improving frontliners’ knowledge, skills, and professional attitudes also contribute to the delivery of higher-quality information and tourism experiences for visitors, while embracing Bruneian values such as hospitality, courtesy, good manners, and mutual respect, resulting in the creation of positive experiences for tourists.
The department hopes that the training will help incorporate these values into service delivery and support efforts to strengthen Brunei’s image as a safe, clean, welcoming, and quality tourism destination, especially in preparation for Visit Brunei Year 2027. The training was organised through a collaboration between the Tourism Development Department under the Ministry of Finance and Economy, Trade and Industry and the SEAMEO Regional Centre for Vocational and Technical Education and Training. – Daniel Lim
SOURCE/AUTHOR : DANIEL LIM
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