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Vast potential for Brunei as tourist destination

File photo of Minister of Finance and Economy II Dato Seri Setia Dr Awang Haji Mohd Amin Liew bin Abdullah. – RAHWANI ZAHARI

BY Izah Azahari

BRUNEI, as a tourist destination, is a largely untapped market with huge potential. To successfully harness this potential, a coordinated and strategic effort is required by the government, tour agencies and other related stakeholders.

The country, by doing so, can deliver a product that its people can proudly say is uniquely Bruneian.

Making note of these points was Minister of Finance and Economy II Dato Seri Setia Dr Awang Haji Mohd Amin Liew bin Abdullah in his capacity as Chairman of the Royal Brunei Airlines (RB) Board of Directors while delivering his speech during the launch of the airline’s new Airbus A320neo fleet on Saturday at Hangar 3 of Brunei International Airport.

The minister added that RB, collaborating closely with Brunei Tourism, has created a marketing campaign to showcase what Brunei has to offer in terms of tourism.

“In this age of hyper connectivity, the holistic experience of both digital and physical touchpoints is vital for the sustainability of transforming Brunei into a tourism destination,” Dato Seri Setia Dr Awang Haji Mohd Amin Liew said.

Highlighting Darussalam Assets’ key role in leading the country’s tourism drive and progressing RB as a company, the minister continued, “The evolution of RB’s brand and the transformation of its operations runs in parallel to Darussalam Assets’ vision to institute and inspire excellence within the portfolio of government-linked companies (GLCs) it oversees.

“As a shareholder in RB, Darussalam Assets endeavours to build a sustainable foundation to spur economic vitality in harmony with nation-building objectives. Part of its mission is to make sure that the GLCs are equipped with what they need so that they can reach their maximum potential to ensure optimal performance.”

The minister said that this is part and parcel of having strong corporate governance and best practises, and that RB’s journey up till now, culminating in its latest receipt and service launching of the new Airbus A320neo aircraft, is an important milestone to celebrate.

“This latest step of RB will hopefully lead to it creating many more success stories in the future. It is also reflective of how Darussalam Assets’ GLCs are economic catalysts,” said the minister.

He added that Darussalam Assets, a government-linked entity that works to spur economic development in Brunei, plays a crucial role in identifying and providing solutions to gaps found in the country’s tourism industry, by working with the government in improving industry structures and sector strategies and through accelerating innovation and generating healthy competition.

“Using the resources available, this is where GLCs come in, as a medium to provide and deliver cost-effective solutions that will yield better quality services for the Brunei population, and in turn, create a more conducive environment for foreign direct investments,” the minister said.

“With improved sectors and industries, such advancements pave the way for positive developments in other areas, such as job creation and gainful employment. These factors remain crucial as we work towards achieving Wawasan 2035.”

The minister noted that a successful destination marketing campaign will not only expand Brunei’s hospitality, leisure and tourism sectors, but will also open up the way for the involvement of Bruneian micro, small and medium enterprises (MSMEs).

“To drive economic diversification within Brunei’s economy, we have to think about how these industries can be magnified and elevated. For example, with RB’s growing network of destinations, entrepreneurs and MSMEs have increased connectivity to the global market, with access to more opportunities,” he said.

“The possibilities from here are endless and unexhaustive. I believe that Brunei’s GLCs play an imperative role in this nationwide mission to diversify, improve and better the economy.”

-- Courtesy of Borneo Bulletin

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