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Brunei, ‘Hidden gem of ASEAN’ to become a competitive tourism destination

No.PR/19-03Date2019.01.24 (Thu)
ContactProgram Inquiries: Kim Su-jung, Senior Officer, TIU (+82-2-2287-1192, byjang@aseankorea.org)
Press Inquiries: Bang Gee-hyun, Assistant PR Officer, IDU (+82-2-2287-1173, ghbang@aseankorea.org)
ASEAN-Korea Centre is an International Organization mandated to promote economic and socio-cultural cooperation between ASEAN Member States and Korea.

Brunei, ‘Hidden gem of ASEAN’ to become a competitive tourism destination

- The ASEAN-Korea Centre to organize ‘ASEAN-Korea Tourism Capacity-Building Workshop’ in Brunei (30-31 January) -

Bandar Seri Begawan, Brunei Darussalam – The ASEAN-Korea Centre (Secretary General Lee Hyuk), together with the Ministry of Primary Resource and Tourism of Brunei, organizes ‘ASEAN-Korea Tourism Capacity-Building Workshop’ from 30 to 31 January. Under the theme of ‘Promoting Brunei as an Attractive Growing Travel Destination’, the Workshop aims to assist tourism professionals in Brunei to enhance its competitiveness and deepen their knowledge of Korean tourism trends. The Workshop will be composed of presentations, Q&A, interactive networking session and on-site consultation. Famous Korean youtubers will accompany the ASEAN-Korea Centre to take video clips to present the best of Brunei. A total of 80 participants from aviation business, hotel and resort, hospitality and tourism institutions is expected to attend the workshop.

Lee Hyuk, Secretary General of the ASEAN-Korea Centre noted that, “Known as a hidden gem of ASEAN, Brunei has gained increasing attention in Korea with the broadcast of Korean TV shows such as ‘Law of the Jungle’ in 2015 and ‘Battle Trip’ in 2017. It attracted not only backpackers for its exotic jungle tour, but also couples who seek for beautiful and quiet place to relax. It is expected that ties between the two countries are set to be further strengthened as Royal Brunei Airlines offering direct flights from Incheon to Bandar Seri Begawan in 2018. Against this backdrop, I hope the Workshop provides a platform for tourism professionals to share new strategies and insights to develop its tourism products and to exchange knowledge to pave the way for Brunei to become a competitive tourist destination.”

The ASEAN-Korea Centre has organized the ‘ASEAN-Korea Tourism Capacity Building Workshop’ since 2009 with an aim to strengthen competitiveness of the tourism industries of ASEAN. Under the goal of sustainable tourism of ‘ASEAN Tourism Strategic Plan 2016-2025’, the theme of the Workshop is chosen based on the needs and requests of the respective countries.

At the opening ceremony on 31 January, Lee Hyuk, Secretary General of the ASEAN-Korea Centre will deliver opening remarks and H.E. Yoon Hyun-bong, Ambassador of Republic of Korea to Brunei Darussalam and Mr. Wardi Muhammad Ali, Deputy Permanent Secretary, Ministry of Primary Resources and Tourism will give congratulatory remarks. At the Workshop, 4 tourism experts will present on the following topics: ‘Destination Branding and Marketing’ by Dr. Kaye Chon, Dean of the School of Hotel and Tourism Management, The Hong Kong Polytechnic University, ‘E-Marketing in Tourism Industry’ by Mr. Lee Zunho, Regional Manager of Korea, Klook Travel, ‘Analysis of Korean Tourist Travelling Brunei and Neighboring Countries’ by Mr. Park Hyun-kyu, CEO, Sinar Tour and Travel, ‘Case Analysis: New Approaches in Developing and Promoting Ecotourism Destinations’ by Mr. Mohd Daud Mohd Arif, Undersecretary, the Ministry of Tourism, Art and Culture, Malaysia.

On 30 January, tourism experts from Korea will visit Ulu Temburong National Park to offer on-site consultation to analyze its potentials, strengths, and points for improvement of the sites and activities. Roundtable discussion will be followed to share ideas among participants. Ulu Temburong National Park is known as the “Green Jewel of Brunei” for its unspoiled rainforest habitat. It has been developing a reputation as a unique destination to enjoy jungle tour for Korean tourists.


- Press Release file

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