BANDAR SERI BEGAWAN: Brunei Darussalam has stepped up efforts to strengthen its presence in the international tourism market with its debut participation at World Travel Market (WTM) London 2026, held from Nov 3 to 5 at ExCeL London, United Kingdom.
The delegation was led by the Tourism Development Department under the Ministry of Economy, Trade and Industry, marking a significant step in promoting the Sultanate to the UK and wider European travel markets.
Brunei recorded approximately 9,015 tourist air arrivals from the UK in 2025, highlighting the potential to further develop visitor numbers from the European market.
WTM London provided Brunei with an opportunity to connect with international travel agents, tour operators, airlines and other tourism industry players, while exploring partnerships and new business opportunities to attract more international visitors.
Among the initiatives highlighted was the promotion of flexible travel experiences, allowing visitors to develop their own itineraries and explore the country’s diverse attractions, from ancient rainforests and nature-based experiences to cultural heritage, local communities and culinary offerings.
The initiative is aimed at encouraging longer visitor stays, increasing tourism expenditure and creating greater economic opportunities for local tourism operators and businesses.
Beyond its nature-based attractions, Brunei also showcased its wider tourism portfolio, including cultural experiences, heritage, Islamic tourism and adventure activities.
The country is positioning itself as both a standalone holiday destination and a potential addition to multi-destination travel itineraries across Southeast Asia.
During the three-day event, the Brunei delegation also participated in business-to-business appointments with travel trade representatives from the UK, Europe and other international markets to establish industry connections and explore opportunities for future collaboration.
