Brunei Tourism Wins Best Event Booth at Seoul International Travel Fair 2025
Seoul, The Gulf Observer: Brunei Tourism has been awarded the Best Event Booth at the Seoul International Travel Fair (SITF) 2025, held recently at the COEX Convention and Exhibition Center, in recognition of its engaging booth design, interactive activities, and overall impactful presentation.
According to the Tourism Development Department under Brunei’s Ministry of Primary Resources and Tourism, the accolade marks a significant milestone in the country’s ongoing efforts to enhance its visibility and appeal within the South Korean outbound travel market.
Brunei Darussalam participated in the four-day event alongside its national airline and four local travel and hospitality partners, showcasing the nation’s rich and diverse tourism offerings to a global audience. The travel fair brought together key industry players and served as a strategic platform for destinations to forge partnerships, exchange ideas, and promote regional tourism collaboration.
A major highlight of Brunei’s presence at SITF 2025 was the official launch of its new campaign, ‘Brunei: Yours to Discover’, aimed specifically at South Korean travellers seeking authentic, immersive, and meaningful experiences. Anchored by the message ‘Find Your Moment. Capture Your Story’, the campaign invites visitors to discover the tranquillity and untouched beauty of Brunei—encouraging them to slow down, connect deeply with nature and culture, and create lasting memories.
The campaign and Brunei’s strong showing at SITF reflect the growing momentum in South Korean arrivals to the Sultanate. Tourist arrivals from South Korea rose from 4,671 in 2023 to 8,323 in 2024, with 3,038 visitors recorded as of April 2025. The increasing figures highlight Brunei’s emergence as a niche destination for South Korean travellers looking beyond mainstream tourism hubs.
Brunei Tourism’s recognition at SITF 2025 is not only a testament to the country’s strategic marketing efforts but also a promising indicator of its expanding footprint in the competitive Asian travel market.
