BANDAR SERI BEGAWAN: Brunei Darussalam made its debut at the World Travel Market (WTM) London 2026 from Nov 3 to 5, 2026 at ExCeL London, United Kingdom (UK), with a delegation led by the Tourism Development Department under the Ministry of Economy, Trade and Industry.
The Sultanate’s participation marked an important step in strengthening its presence in the UK and wider European markets.
In 2025, Brunei recorded approximately 9.0154 tourist air arrivals from the UK, highlighting the market’s potential for further growth.
WTM London provided a platform to engage with international travel agents, tour operators, airlines and tourism stakeholders, build industry partnerships and create opportunities to attract more visitors to Brunei Darussalam.
From ancient rainforests and nature-based attractions to cultural heritage, local communities and culinary experiences, visitors could create their own itineraries and enjoy greater flexibility in exploring the country.
Through this initiative, the Tourism Development Department aimed to encourage longer stays, increase visitor spending and generate greater economic opportunities for local tourism operators and businesses across the country.
Beyond the campaign, Brunei Darussalam also showcased its wider tourism offerings across nature, culture, heritage, Islamic tourism and adventure.
The destination catered to travellers seeking a standalone holiday, as well as those looking to incorporate Brunei into multi-destination itineraries within Southeast Asia.
The delegation also took part in business-to-business appointments with travel trade representatives from the UK, Europe and other international markets. - Borneo Bulletin/ANN
