The Brunei's tourism department said in a press release Visit Brunei Year 2027 will serve as a strategic platform to showcase Brunei's rich cultural heritage, natural environment, local products and tourism experiences, while creating greater opportunities for the tourism industry, businesses and local communities, Xinhua News Agency reported.

The department is calling on organizations, businesses, community groups and other stakeholders to submit events, programs and initiatives for consideration as part of the event.

A market near the Sultan Omar Ali Saifuddien Mosque in Brunei. Photo by AFP

It said proposals that can attract domestic and international visitors, create memorable experiences, showcase Brunei's unique offerings, and generate opportunities for local businesses and communities to benefit from increased tourism activity are welcome.

The country also hopes to generate 630 million Brunei dollars (US$493.11 million) in tourism revenue during Visit Brunei Year 2027, a year-long celebration held in conjunction with the Diamond Jubilee of His Majesty Sultan Haji Hassanal Bolkiah Mu'izzaddin Waddaulah, marking the 60th anniversary of His Majesty's accession to the throne, according to Brunei Tourism's website.

Brunei, the second richest country in Southeast Asia by GDP per capita after Singapore, recorded 763,375 total visitor arrivals in 2025, a 12.6% growth compared to 2024.

It recorded nearly 400,000 visitor arrivals in the first six months of 2026, up 7.8% from the same period last year.