Brunei Unlocks China Tourism Boom as Shenzhen Airlines Adds Direct Flights and Visitor Growth Accelerates

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Brunei Unlocks China Tourism Boom as Shenzhen Airlines Direct Flights Drive Powerful Visitor Growth Brunei Darussalam is strengthening its tourism partnership with China through improved air connectivity, rising visitor demand and the launch of a new Shenzhen Airlines service linking Shenzhen with Bandar Seri Begawan, creating fresh opportunities for leisure travel, business exchanges and cultural connections.

The new route arrives at a time when Chinese arrivals to Brunei are showing strong growth. The country welcomed approximately 39,000 Chinese visitors by air in 2024, followed by 45,858 arrivals in 2025, marking a 17.6 per cent increase year on year. By August 2026, Brunei had already recorded 28,657 air arrivals from China, reflecting continued interest from one of Asia’s largest travel markets.

The growth highlights China’s expanding role in Brunei’s tourism landscape and the importance of stronger transport links between both destinations. The introduction of Shenzhen Airlines’ direct service is expected to provide travellers with greater convenience while supporting wider tourism development plans.

The new connection between Shenzhen and Bandar Seri Begawan was officially welcomed during a ceremony attended by representatives from Brunei’s tourism authorities, government officials, China’s diplomatic representatives, airline representatives, tourism industry partners and media organisations.

The Tourism Development Department under Brunei’s Ministry of Economy, Trade and Industry highlighted the importance of the new route in improving access between the two markets. Beyond attracting holidaymakers, the service is also expected to support business travel, professional exchanges and stronger connections between communities.

Improved connectivity will allow more Chinese travellers to experience Brunei’s unique combination of cultural heritage, natural beauty and adventure tourism. The new service also provides opportunities for tourism businesses to create more attractive travel packages that encourage visitors to explore multiple destinations across the country.

Brunei’s tourism strategy is increasingly focused on offering meaningful experiences rather than short visits. The country aims to encourage travellers to stay longer by showcasing its diverse attractions, including historic landmarks, traditional communities, ecological destinations and outdoor adventures.

Among Brunei’s key tourism highlights is Kampong Ayer, one of the world’s largest water villages, where visitors can experience centuries-old traditions and local lifestyles. The country’s rainforest regions, including Temburong, offer opportunities for nature-based tourism with untouched landscapes, wildlife experiences and adventure activities.

The new air link also supports Brunei’s preparations for Visit Brunei Year 2027, a major tourism campaign designed to attract international visitors and showcase the nation’s cultural and natural assets.

The campaign will take place alongside Brunei’s Diamond Jubilee celebrations, commemorating 60 years since His Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam ascended the throne. The milestone year is expected to provide a major platform for promoting Brunei globally and highlighting its heritage, traditions and tourism experiences.

Visit Brunei Year 2027 will focus on encouraging travellers to discover the country’s diverse offerings, from royal heritage and cultural attractions to eco-tourism destinations and adventure experiences. The campaign is expected to strengthen Brunei’s international tourism profile and create new opportunities for the hospitality and travel sectors.

The increasing number of Chinese visitors reflects the potential of the China market for Brunei’s future tourism growth. With a large population of international travellers seeking new destinations, improved connectivity can help Brunei attract more visitors looking for authentic experiences in Southeast Asia.

The Shenzhen Airlines service also represents a wider effort to strengthen cooperation between Brunei and China. Better air access can support tourism growth while contributing to economic partnerships, trade activities and closer regional relationships.

As Brunei moves towards Visit Brunei Year 2027, expanding international connectivity will remain a key priority. The combination of rising visitor numbers, new airline links and enhanced tourism promotion places the country in a stronger position to welcome more travellers from China and other global markets.

With its rich cultural identity, natural landscapes and growing accessibility, Brunei is preparing for a new chapter in Tourism Development Department. The Shenzhen-Bandar Seri Begawan route provides another important connection that can help introduce more visitors to the country’s distinctive experiences while supporting long-term tourism ambitions.