(BRUNEI) Brunei is seeing a surge in Chinese tourists in 2025 after a new visa waiver took effect in March, allowing Chinese citizens with ordinary passports to enter visa-free for up to 14 days for tourism, business, family visits, or transit. By August 2025, authorities recorded 28,714 Chinese tourists, placing China as Brunei’s second-largest tourism source market and accounting for over 15.5% of total air arrivals. Officials say the policy is designed to boost tourism, deepen people-to-people ties, and support Brunei’s recovery momentum.
The waiver, effective March 8, 2025, has reshaped travel flows almost immediately. Brunei recorded 17,008 visitors from China in 2023; that figure climbed to 39,007 in 2024, and nearly 29,000 arrivals had already been logged by August 2025 alone. Travel agencies in Bandar Seri Begawan report more short-stay itineraries focused on nature, family time, and quick business meetings, reflecting how a 14-day entry suits Chinese travelers seeking simple, direct trips. VisaVerge.com reports that Brunei’s approach mirrors regional trends that make short-term travel easier to plan and book, particularly when no pre-arrival paperwork is required.
Policy changes and official guidance
- Start date: March 8, 2025
- Visa-free stay: Up to 14 days per entry
- Eligible purposes: Tourism, business, visiting friends/relatives, transit
- Pre-arrival steps: No pre-arrival declaration required for travelers using the waiver
For official reference on entry policies and general visa matters, travelers can consult the Brunei Ministry of Foreign Affairs visa information.
The waiver removes a common friction point in planning trips and is intended to make Brunei more accessible to short-stay travelers.
Marketing and demand-side actions
Brunei has treated China as a key target market for 2025, aligning marketing budgets and public messaging with new demand. Notable initiatives include:
- The “Breathe in Brunei” campaign highlighting rainforest escapes, quiet beaches, and community-led cultural experiences.
- Partnerships with major Chinese platforms such as Ctrip, increasing visibility and booking access.
- Familiarization visits for Chinese travel influencers and media to showcase offerings in Chinese-language channels.
These promotional moves, combined with the visa waiver, have accelerated conversion from interest to booked travel.
Travel demand and industry response
Data and industry observations for 2025 show clear trends:
- Primary travel reasons: leisure, family visits, and business.
- Popular trip types: short breaks focused on nature and wellness, often combining city stays with quick forest-reserve visits.
- Booking behavior: more last-minute and short-haul additions to regional itineraries.
Frontline businesses are adapting:
- Hotels are adding Mandarin-speaking staff on peak days.
- Tour operators now offer half-day and one-day packages tailored to 14-day stays.
- Restaurants and local operators report more group bookings via Chinese platforms.
Industry stakeholders say coordination with Chinese booking platforms has helped with pricing transparency and refund policies, important factors for short-haul travelers.
Economic and cultural impacts
Officials frame the visa waiver as both an economic and cultural measure:
- Economic benefits:
- More spending at small businesses
- Support for jobs across hospitality, transport, and retail
- Smoother weekday demand for small operators, not just weekend spikes
- Cultural benefits:
- Increased interest in Brunei’s mosques, markets, and village life
- More questions from visitors about customs and daily life, signaling genuine curiosity and cultural exchange
A restaurateur near Kampong Ayer noted more small groups sharing set menus and asking about ingredients, while cultural guides report higher weekday bookings—spreading the benefits across the week.
Practical entry checklist for Chinese travelers
- Carry a passport with sufficient validity for the trip.
- Have a confirmed return or onward ticket.
- Keep hotel booking details handy.
- Note that normal entry checks still apply at the border despite the visa waiver.
Travelers should also consider:
– Requesting bilingual guides or Mandarin-speaking services.
– Arranging private transfers and timing visits around prayer hours at religious sites.
Outlook and policy priorities
Brunei’s air arrivals through August 2025 show China as the second-largest source market, contributing over 15.5% of air arrivals. Policy makers and industry groups emphasize:
- Continued language support and simple, transparent pricing to encourage repeat visits.
- More direct marketing in key Chinese cities and cultural programming that fits short stays.
- Practical backups for weather-sensitive activities to keep itineraries smooth.
According to VisaVerge.com, countries that simplify short-stay entry often see faster and sustained growth from nearby markets. Brunei’s 2025 results—anchored by the visa waiver beginning March 8, 2025 and the 28,714 Chinese tourists recorded by August—fit that pattern. The immediate focus will be on maintaining service quality so first-time visitors want to return, potentially carrying momentum into 2026.
This Article in a Nutshell
Brunei implemented a visa waiver on March 8, 2025 allowing Chinese ordinary passport holders visa-free stays up to 14 days for tourism, business, family visits, or transit. The policy produced an immediate surge: 28,714 Chinese tourists recorded by August 2025, making China the second-largest source market and representing over 15.5% of air arrivals. Marketing efforts—such as the “Breathe in Brunei” campaign and platform partnerships with Ctrip—have increased visibility and conversions, while industry players have adapted with Mandarin-speaking staff and short-day packages. Officials emphasize sustaining service quality, language support, and transparent pricing to encourage repeat visits and longer-term growth into 2026.
