SHANGHAI: The Tourism Development Department at the Ministry of Primary Resources and Tourism showcased its latest campaign, ‘Breathe in Brunei’ at the Shanghai World Expo Exhibition and Convention Centre in China for ITB China 2025, which highlighted Brunei as a retreat to relax, recharge and enjoy a slower pace away from the busy city life.
The campaign invites Chinese travellers to reconnect with nature and discover Brunei as a peaceful, rejuvenating escape. Inspired by feedback from Chinese visitors, the campaign positions Brunei as a peaceful destination – offering clean air, unspoiled natural beauty and calming moments.
ITB China is a three-day business-to-business (B2B) travel trade fair focused exclusively on the Chinese travel industry. The event serves as a platform for international travel suppliers to connect with China’s outbound travel market. Leveraging pre-scheduled appointments, targeted networking opportunities and an engaging conference programme, ITB China facilitates business exchanges and industry insights. China remains one of the most promising outbound travel markets for South-East Asia and Brunei’s participation at ITB China 2025 signals a proactive approach to tap into this potential.
Strengthening this effort, the recent introduction of visa-free entry for Chinese nationals of up to 14 days adds further value to this initiative, making it easier for Chinese travellers to travel to Brunei.
Brunei saw a sharp rise in Chinese tourist arrivals, with figures jumping from 17,008 in 2023 to 39,007 in 2024, underscoring growing appeal as a destination. As part of the ‘Breathe in Brunei’ campaign, the Tourism Development Department has partnered with Ctrip, one of China’s top travel online platforms. To strengthen destination awareness and encourage future collaborations, a series of familiarisation trips for Chinese key opinion leaders, media and travel agents are in the plan for the remaining months of 2025 to expand the campaign’s reach.
To strengthen its presence in the Chinese outbound travel market, the Tourism Development Department participated alongside Royal Brunei Airlines and five local travel and hospitality partners. - Borneo Bulletin/ANN
