Brunei ramps up presence in Chinese market

BRUNEI is looking to grow MICE and leisure traffic from mainland China through a series of marketing initiatives that target eastern and southern China.

Raymond Kong, deputy chief representative-China, Brunei Tourism, said the NTO organised a series of seminars and roadshows in Shanghai, Ningbo and Hangzhou in July last year, and Zhuhai, Guangzhou and Shenzhen in July this year.

Another roadshow, scheduled for end-November will cover Shanghai, Nanjing and Suzhou.

Brunei-based suppliers, including tour operators, hotels, and Royal Brunei Airlines, which operates four-weekly Shanghai and daily Hong Kong direct services to Bandar Seri Begawan, are helping with marketing efforts.

Kong said the NTO was also active in travel trade fairs, providing product and destination training to mainland Chinese wholesalers, and partnering with local travel trade and municipal governments.

Chinese movie stars like Hong Kong’s Eric Tsang and mainland China’s Zhang Xinyi, and broadcaster CCTV are also filming travel documentaries on Brunei, with the NTO sponsoring transportation.

Brunei-based PJ Majestic Tours managing director, Peter Chieng, said awareness of Brunei in mainland China was increasing.

“In the past, they used to think we were in the Middle East and did not know who we were. At this year’s CITM, we have had travel agents from Yunnan and Chengdu coming over to tell us they are looking for us,” he said.

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