PRESS RELEASE
No.	PR/22-17	Date	November 28, 2022
Contact	Program Inquiries: Park Kyoung, Senior Officer, CTU (+82-2-2287-1129, kpark@aseankorea.org) Press Inquiries: Bak chae-rin, Officer, IDU (+82-2-2287-1146, crbak@aseankorea.org)
ASEAN-Korea Centre is an International Organization mandated to promote economic and socio-cultural cooperation between ASEAN Member States and Korea.

Workshop for tourism strategy targeting Korean tourists to be held in Brunei

- ASEAN-Korea Centre to organize ‘ASEAN-Korea Tourism Capacity-building Workshop 2022’ (November 29, Brunei) -

The ASEAN-Korea Centre (Secretary General Kim Hae-yong) will jointly organize the ‘ASEAN-Korea Tourism Capacity-building Workshop’ with the Ministry of Primary Resources and Tourism of Brunei on November 29th (Tue.). Held for the first time in offline format after three years since the outbreak of COVID-19, the workshop will take place at the Radisson Hotel in Bandar Seri Begawan. This year’s workshop is designed under the theme of “Rethinking Tourism: How business can adopt digital strategies to transform the tourism industry”, reflecting the demand of the tourism industry in Brunei.

*The ‘ASEAN-Korea Tourism Capacity-building Workshop’ has been organized by the ASEAN-Korea Centre since 2009 in respective ASEAN member states as an effort to strengthen the tourism competitiveness of ASEAN and support the capacity-building of human resources in the tourism sector. Themes for the workshop are determined based on consultations with the National Tourism Organizations of each ASEAN member states.

The upcoming workshop aims to enhance Brunei tourism stakeholders’ understanding of current behavior trends among Korean tourists, explore customized tourism services that are based on digital technology and creative marketing strategies, as well as examine ways to strategically utilize digital technology to develop attractive tourism contents in the post-COVID era. Representatives from Gangwon Tourism Organization, SK Planet, Tripbtoz, and Juice Come Funny will participate as speakers to introduce digital tourism marketing cases from the public sector’s perspectives and also share the innovative technology-based services provided by the private sector.

Secretary General Kim Hae-yong of the ASEAN-Korea Centre commented that “I believe that Brunei will continue to recover and grow as an attractive and unique tourist destination, espeically with the resumption of direct flights between Korean and Brunei from this December. I hope this workshop will serve as a venue for tourism stakeholders in Brunei to identify new trends and needs of Korean tourists as well as explore ways to provide competitive tourism services using digital technology.”