Brunei will use Sabah International Expo 2026 to strengthen regional tourism links, support local businesses and promote cross-border travel opportunities across Borneo.
Brunei Darussalam will strengthen its regional presence by promoting Brunei tourism at the Sabah International Expo 2026. The Tourism Development Department will participate in the event from 4 to 6 September in Kota Kinabalu, Malaysia.
The exhibition will take place at the Sabah International Convention Centre (SICC). Brunei’s participation forms part of its wider strategy to increase destination visibility across Southeast Asian markets. The initiative will also provide a platform for tourism businesses to develop regional partnerships. Local operators, hospitality companies and entrepreneurs will have opportunities to present their products and services to an international audience.
Brunei targets stronger regional tourism links
A key objective of the participation is to strengthen cross-border tourism cooperation. Brunei is seeking closer links with neighbouring Sabah and Sarawak on the island of Borneo.
Potential areas of cooperation include tourism routes that connect destinations across national and state borders. Such itineraries could support wider visitor dispersal and encourage travellers to explore several Borneo destinations during one trip.
The Tourism Development Department will also use the event to highlight Brunei’s cultural and nature-based tourism assets. These include its tropical rainforest environment and Islamic cultural heritage. Supporting small and medium-sized tourism businesses is another priority. The exhibition gives Bruneian companies access to potential partners and customers from across the region.
This approach places the private sector alongside destination marketing within the country’s Brunei tourism promotion strategy.
Sabah Expo connects BIMP-EAGA markets
Sabah International Expo is a major regional trade platform and a signature event within the BIMP-EAGA economic area. BIMP-EAGA brings together Brunei Darussalam, Indonesia, Malaysia and the Philippines.
The 2026 exhibition runs from 4 to 6 September at SICC. Its programme covers sectors including tourism, agriculture, manufacturing, food and beverages, technology and other services. The event brings together businesses, government agencies, and investors from BIMP-EAGA and wider ASEAN markets. It also supports business matching and cross-border commercial connections.
Tourism forms an important part of that regional framework. Destinations across Borneo share potential for multi-destination travel built around nature, culture, food and community experiences.
Cross-border tourism opportunities for Borneo
Brunei’s participation therefore extends beyond conventional destination marketing. The country is seeking opportunities to strengthen its position within wider Borneo tourism itineraries.
Closer cooperation with Sabah and Sarawak could support cross-border packages and longer regional journeys. It could also help tourism businesses reach travellers already visiting neighbouring destinations. The strategy gives local operators and accommodation providers greater exposure to regional distribution networks. It also creates opportunities for tourism entrepreneurs to develop commercial partnerships outside Brunei.
At the destination level, Brunei tourism promotion will focus on the Sultanate’s natural and cultural assets. These provide a basis for ecotourism and heritage-led travel products.
Brunei’s presence at Sabah International Expo 2026 reflects its broader focus on regional tourism markets. It also positions Borneo cooperation as a potential channel for expanding visitor flows and tourism business links.