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Brunei tourism set to get a Mandarin boost

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|     James Kon     |

WITH China emerging as the second largest tourism market for Brunei Darussalam after Malaysia, the government is intensifying efforts to further increasing the inflow of Chinese tourists into the country.

If the palm-fringed golden beaches, pristine rainforests and the famed Water Village are Brunei’s top attractions for western globetrotters, it is Brunei’s culture that captivates Chinese travellers the most. As promotion of culture is closely linked to language, the Ministry of Primary Resources and Tourism (MPRT) believes that enhancing the Chinese language (Mandarin) skills of Bruneian tour guides will go a long way in wooing more Chinese tourists into the country.

The latest initiative in this regard is the ‘Chinese Language Training for Chinese Tour Guide Teachers’ workshop, currently organised by the MPRT through the Tourism Development Department at Laksamana College of Business (LCB).

Held in cooperation with the ASEAN-China Centre (ACC), the first-of-its-kind workshop was opened yesterday in a ceremony officiated by Deputy Permanent Secretary (Tourism) at the MPRT Wardi bin Haji Mohammad Ali.

A total of 40 individuals, comprising licensed local tour guides and Chinese instructors from various local educational institutions and travel agencies as well as ACC officials, lecturers from Yunnan College of Tourism Vocation and other senior officials from the government and private sectors are participating in the three-day workshop.

The main objectives of the training are to enhance the professional capabilities of Chinese tour guide trainers (in terms of Chinese language methodology training and tour guide training skills); develop systematic Chinese language training courses for tour guides; improve Chinese language proficiency among tour guides in ASEAN member countries as well as improve the Chinese language fluency and practice of the locals.

Deputy Permanent Secretary (Tourism) at the MPRT Wardi bin Haji Mohammad Ali in a group photo with the workshop participants. – RAHWANI ZAHARI

The training is conducted in view of the increasing year-on-year influx of tourists from the People’s Republic of China, which is one of the main sources of tourist arrivals in Brunei and the second-highest source of tourist arrivals by air.

Brunei is the first ASEAN member country to be elected for implementation of this ACC project for the region. It is one of the flagship projects in tourism endorsed during the seventh meeting of the Joint Council of ACC.

In her speech, Director of Education, Culture and Tourism Division, ACC Kong Roatlomang said, “Tourism cooperation are important parts of the ASEAN-China tourism cooperation. More and more Chinese tourists choose ASEAN member countries as their tourism destinations. Brunei-China relations have good developmental momentum and the friendship between the two countries is deeply rooted.”

Tourism cooperation, she said, “has long been a bright spot of ASEAN-China relations. Recently, Brunei has become a popular new destination for Chinese tourists, with its fascinating natural landscape, splendid culture, diverse ethnic customs and delicious food. It is gratifying to see that in 2017, the number of bilateral visits between ASEAN member countries and China topped 49 million with nearly 28 million Chinese visiting ASEAN member countries and over 21 million ASEAN tourists visiting China”.

With regard to the increase in Chinese tourists to ASEAN, she added, “The demand for Chinese tour guides in the ASEAN tourism industry is becoming stronger and stronger and they will require higher levels of quality in terms of explaining the tourism sites to Chinese tourists. We need to embrace new opportunities, tap into new potential and inject new impetus to deepen tourism collaboration and make active contributions to achieve the goal of improving Chinese language proficiency within the ASEAN tourism industry.”

According to local tour operators, Chinese travellers are looking for quality tours – comfortable accommodation, good food – and they want to spend more time exploring the various attractions of the country.

Brunei, they say, is an ideal destination for the Chinese tourists as it is a relatively short flight away from China, safe and rich in culture and heritage as well as natural attractions.


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