Brunei Darussalam actively participated in the 13th APEC Tourism Ministerial Meeting (TMM 13) held in Macao SAR, China, demonstrating its commitment to advancing sustainable, inclusive, and digitally enabled tourism growth within the Asia-Pacific region. Led by Yang Mulia Haji Mohd Yusree Haji Junaidi, Acting Permanent Secretary of the Ministry of Economy, Trade and Industry, the delegation engaged with regional counterparts under the theme “Building an Asia-Pacific Community to Prosper Together.”

The Brunei Darussalam delegation was represented by Yang Mulia Haji Mohd Yusree Haji Junaidi, Acting Permanent Secretary, Ministry of Economy, Trade and Industry, accompanied by senior officers from the Tourism Development Department.

The high-level ministerial meeting focused on driving sustainable, resilient, and inclusive growth within the tourism sector under the theme “Building an Asia-Pacific Community to Prosper Together.” Brunei Darussalam’s participation highlights its active dedication to regional cooperation, digital transformation, and sustainable tourism frameworks, with these priorities closely aligned with the Sultanate’s aspirations for tourism development and economic diversification.

The meeting discussed key issues including supporting regional connectivity, seamless travel, and digital transformation to improve visitor experiences, support MSMEs, and expand market access. The meeting emphasized importance of sustainable tourism practices that balance economic growth with environmental stewardship. The meeting also reaffirmed the shared commitment among member economies to foster an innovative, seamless, and sustainable travel landscape across the Asia-Pacific to strengthen tourism cooperation and promote greater people-to-people exchanges across the region.

Brunei Darussalam shared its efforts to facilitate tourism, including the strengthening of its Tourism Data System through centralized data analytics and the expansion of automated e-Gates alongside visa-free policies to ensure a seamless arrival experience. In addition, the Sultanate is driving digital visibility through the Explore Brunei Directory—a unified digital marketplace for over 600 local tourism products—while investing in workforce digital literacy through the Digital Technology for Hospitality and Tourism programme to build an inclusive ecosystem.

Utilizing this premier regional platform, the Brunei Darussalam delegation formally informed APEC member economies regarding the upcoming Visit Brunei Year 2027. This major national initiative was presented as a strategic milestone for the Sultanate to showcase its unique cultural heritage, pristine rainforests, and warm hospitality, while inviting tourists from APEC member economies to experience Brunei Darussalam’s green and sustainable tourism offerings.

The meeting endorsed key collective outcomes including the need to accelerate digital transformation through smart tourism initiatives, strengthen human capital development to build a highly skilled workforce, enhance travel facilitation for seamless cross-border regional travel, and promote sustainable tourism frameworks that balance economic growth with environmental stewardship for future generations.