Brunei Unveils ‘Breathe in Brunei’ Campaign at ITB China 2025, Targets Chinese Travel Market
Shanghai, The Gulf Observer: The Tourism Development Department under Brunei’s Ministry of Primary Resources and Tourism showcased its newest campaign, ‘Breathe in Brunei’, at ITB China 2025 held at the Shanghai World Expo Exhibition and Convention Center. The initiative promotes Brunei as a serene retreat, inviting Chinese travellers to unwind and reconnect with nature amidst the Sultanate’s unspoiled beauty.
Framed around the concept of peaceful, rejuvenating escapes, ‘Breathe in Brunei’ positions the country as an antidote to fast-paced city living. Inspired by feedback from previous Chinese visitors, the campaign emphasizes Brunei’s clean air, tranquil environment, and lush landscapes—making it an ideal destination for those seeking relaxation and mindfulness.
ITB China is a premier three-day B2B travel trade fair dedicated to the Chinese travel industry, providing international travel suppliers a vital platform to connect with China’s rapidly expanding outbound tourism market. Brunei’s participation this year reflects a strategic commitment to engaging Chinese travellers and deepening tourism ties with the region.
The campaign is further bolstered by Brunei’s recent move to grant Chinese nationals visa-free entry for stays of up to 14 days—a development expected to significantly ease travel planning and enhance tourist accessibility.
Brunei has already begun to reap the rewards of this proactive outreach. Chinese tourist arrivals surged from 17,008 in 2023 to 39,007 in 2024, signalling a growing interest in the nation’s tourism offerings.
To extend the campaign’s impact, the Tourism Development Department has partnered with Ctrip, one of China’s leading online travel platforms. Plans for the second half of 2025 include a series of familiarisation (FAM) trips for Chinese key opinion leaders (KOLs), media representatives, and travel agents to further amplify Brunei’s brand visibility in the Chinese market.
Brunei’s presence at ITB China 2025 was further enhanced by the participation of Royal Brunei Airlines and five local travel and hospitality partners, showcasing the nation’s collaborative push to strengthen its position as a preferred destination for Chinese travellers.
With its peaceful appeal, strategic partnerships, and favourable travel policies, Brunei is poised to make meaningful inroads into one of Asia’s most dynamic travel markets.
