Brunei and Vietnam Strengthen Ties to Boost Tourism

As global tourism begins its recovery from the impacts of COVID-19, Southeast Asia has emerged as one of the most resilient and promising regions for travel growth. For countries like Brunei and Vietnam, this recovery is an opportunity not only to revive visitor numbers but also to reshape tourism strategies by focusing on partnerships and regional alliances. Within this framework, Brunei and Vietnam relations have become particularly notable, as both nations seek to leverage their unique cultural attractions, geographic proximity, and shared interests within the Brunei-Indonesia-Malaysia-Philippines East ASEAN Growth Area (BIMP-EAGA) to promote tourism cooperation.

In a recent workshop organized by the Vietnamese Embassy in Brunei, tourism stakeholders discussed the potential for expanded collaboration, with a focus on emerging trends like sustainable tourism, eco-tourism, and Halal-friendly travel. These initiatives reflect a shift toward responsible and inclusive tourism, aiming to attract both domestic and international travelers seeking culturally rich, environmentally conscious experiences in the region. By working together, Brunei and Vietnam are building a tourism corridor that not only serves their economies but fosters cultural exchange, economic resilience, and environmental sustainability across Southeast Asia.

Exploring New Tourism Trends

With travelers worldwide becoming more environmentally conscious, there is a growing demand for tourism experiences that are both eco-friendly and culturally respectful. This trend is particularly significant in Southeast Asia, where destinations like Vietnam and Brunei offer natural beauty, rich cultural heritage, and a shared interest in responsible tourism. Sustainable Tourism: Recent studies highlight a marked increase in demand for sustainable tourism options, with travelers more inclined to choose destinations that prioritize environmental conservation and community-based tourism. Both Brunei and Vietnam have responded to this demand by promoting initiatives that protect local ecosystems and create economic opportunities for local communities. For example, Vietnam’s eco-tourism spots, such as Phong Nha-Ke Bang National Park and the Mekong Delta, are being marketed as premier destinations for travelers interested in nature conservation and cultural immersion.

A Fast-Growing Market in Southeast Asia

Halal tourism, tailored to meet the needs of Muslim travelers, is a rapidly growing market worldwide, with Southeast Asia being a key hub. In recent years, Vietnam has recognized the potential of this segment and has increased efforts to make the country more welcoming to Muslim travelers.

• Vietnam’s Halal Tourism Initiatives: Vietnamese cities like Ho Chi Minh City, Hanoi, and Da Nang are seeing a rise in Halal-certified restaurants, hotels, and prayer facilities. Vietnam has actively sought partnerships with Halal-certifying bodies to ensure that these facilities meet international standards, catering to a growing market of Muslim travelers from ASEAN and the Middle East. This aligns with the country’s larger strategy of diversifying its tourism sector and attracting a broader audience.
• Brunei’s Role in Halal Tourism: Brunei, as a Muslim-majority nation, already has a robust Halal tourism infrastructure. It has emerged as a Halal-friendly travel destination, with facilities and services that meet the needs of Muslim travelers. Brunei’s unique cultural heritage, Islamic art, and architecture attract visitors from across the globe who seek an immersive Halal experience. By partnering with Vietnam, Brunei hopes to encourage more regional tourism flows, particularly through cross-promotions that highlight the Halal-friendly options available in both countries.

Related: Taiwan Welcomes Bruneians to Experience Muslim-Friendly Travel

Bridging Cultures and Economies

Established to boost cooperation among neighboring countries, the BIMP-EAGA framework plays a significant role in the regional development of Brunei, Indonesia, Malaysia, the Philippines, and Vietnam. The alliance is especially focused on enhancing economic integration, trade, and tourism.

1. Economic Benefits of BIMP-EAGA Cooperation: Tourism within BIMP-EAGA is expected to bring economic growth to less-developed areas by attracting investment, increasing spending by tourists, and creating job opportunities for local communities. The shared goal is to facilitate the movement of goods, services, and people across borders, positioning Brunei and Vietnam as vital contributors to this mission.
2. Cultural Exchange Through Tourism: The collaboration between Brunei and Vietnam is more than just economic; it’s a cultural bridge that connects two unique heritages. Events, cultural festivals, and educational exchanges foster an understanding of each other’s traditions and values, enriching the visitor experience.

Enhancing Accessibility

Direct flights are a cornerstone of any successful tourism partnership, and in the case of Brunei and Vietnam, air connectivity is a critical factor. Royal Brunei Airlines operates six direct flights per week between Brunei and Ho Chi Minh City, offering convenience for travelers and business professionals alike.

• Potential for New Routes: Both countries are considering options for increasing flight frequency and adding routes that connect other major cities in Vietnam with Brunei. This expanded connectivity would cater to the growing interest from both leisure travelers and business tourists, making it easier for them to explore both countries in a single trip.

Cultural Diplomacy

Cultural diplomacy is at the heart of Brunei and Vietnam’s tourism relationship. Each country offers distinct yet complementary cultural experiences, with Brunei highlighting its Islamic heritage and Vietnam showcasing its Buddhist and traditional culture.

1. Brunei’s Cultural Tourism Offerings: Brunei’s cultural attractions, including its mosques, palaces, and traditional crafts, provide a glimpse into its rich Islamic heritage. Iconic landmarks like the Sultan Omar Ali Saifuddien Mosque and the Jame’ Asr Hassanil Bolkiah Mosque attract visitors interested in Islamic architecture and history.
2. Vietnam’s Vibrant Cultural Festivals: Vietnam’s cultural landscape is equally captivating, with annual festivals such as Tet (Lunar New Year) and Mid-Autumn Festival, which bring together locals and tourists alike in vibrant celebrations. Such events allow visitors to experience the traditional and contemporary aspects of Vietnamese culture firsthand.

Brunei’s Eco-Tourism Potential

Brunei’s location on Borneo Island, one of the world’s most biodiverse regions, positions it as a prime destination for eco-tourism. From rainforests teeming with wildlife to pristine beaches and coral reefs, Borneo offers a natural sanctuary for eco-conscious travelers.

• Community-Based Tourism Initiatives: Brunei’s eco-tourism strategy emphasizes community involvement, with local residents playing a key role in preserving and promoting natural attractions. This approach not only supports local livelihoods but also ensures that tourism development is sustainable and respectful of the environment.

Vietnam’s Policy Innovations

Vietnam’s recent e-visa policy, which now allows citizens from all countries to apply for online visas, has been a game-changer for the nation’s tourism industry. This simplified process has made Vietnam an even more attractive destination for international travelers.

1. Halal Certification Efforts: To further accommodate Muslim travelers, Vietnam has increased efforts to certify Halal establishments in major tourist areas. By aligning with recognized Halal-certifying bodies, Vietnam aims to make Muslim visitors feel more comfortable and welcome during their stay.

Brunei and Vietnam Relations

The concept of multi-destination travel is gaining traction in Southeast Asia, with countries like Brunei and Vietnam exploring joint tourism packages. These packages allow travelers to experience the unique offerings of multiple ASEAN countries in a single trip, making travel more diverse and engaging.

• Example Itineraries: A multi-destination package could include eco-tourism in Brunei, cultural experiences in Vietnam, and beach relaxation in the Philippines. By collaborating with neighboring countries, Brunei and Vietnam can create value-added experiences that appeal to both short-term and long-term travelers.

Cultural Impact of Tourism

The strengthening of Brunei and Vietnam relations through tourism goes beyond economic benefits. It fosters cultural understanding, encourages educational exchanges, and promotes regional unity.

1. Economic Impact: The tourism sector provides a steady source of revenue, benefiting local businesses, creating jobs, and boosting economic resilience. By investing in tourism infrastructure and marketing, Brunei and Vietnam are ensuring that their economies are better equipped to weather global economic fluctuations.
2. Cultural Impact: Tourism allows people from diverse backgrounds to connect, share experiences, and appreciate each other’s traditions. This cultural exchange helps build a sense of regional identity and unity, which is essential for peace and prosperity in Southeast Asia.

Opportunities for Growth

While Brunei and Vietnam’s tourism partnership holds immense potential, there are also challenges that need to be addressed.

• Sustainable Development: Both countries must ensure that tourism growth does not harm the environment or local communities. Sustainable practices, such as limiting tourist numbers in ecologically sensitive areas, will be critical to long-term success.
• Competitive Pressures: As other ASEAN countries, such as Thailand, Indonesia, and Malaysia, also compete for tourists, Brunei and Vietnam need to differentiate their offerings to stand out. A focus on niche markets, such as eco-tourism and Halal travel, will be essential in maintaining a competitive edge.

Future for Tourism in Southeast Asia

The partnership between Brunei and Vietnam exemplifies how Brunei and Vietnam relations can create new opportunities in tourism, benefiting both nations economically and culturally. By focusing on eco-tourism, Halal travel, and sustainable development, Brunei and Vietnam relations are setting a precedent for responsible tourism in Southeast Asia. Their shared emphasis on cultural respect and environmental stewardship aligns with the global trend toward meaningful travel experiences.

As Brunei and Vietnam continue to enhance their tourism offerings and strengthen their ties, they are paving the way for a future where regional tourism thrives in a way that benefits travelers, local communities, and the environment alike. This commitment to collaboration and inclusivity not only attracts more visitors but also fosters a deeper appreciation of the diverse cultures and natural wonders within Southeast Asia.