Brunei to host Asean Tourism Forum (ATF) in 2001

The next Asean Tourism Forum (ATF) will take place in Brunei Darussalam, the first time it is being held in this small kingdom on the island of Borneo. Comprising a trade-only tourism conference and exhibition, ATF 2001 will be held from 10 to 16 January in Bandar Seri Begawan, the capital of Brunei.

The highlight of ATF 2001 will be the trade mart, called Travel Exchange or TRAVEX. Scheduled from 14 to 16 January, TRAVEX is expected to draw over 1,000 international buyers, exhibitors and media delegates. The venue will be the recently expanded International Convention Centre (ICC).

Although a founding member of the Association of Southeast Asian Nations (ASEAN), Brunei has not hosted the ATF yet as exhibition capacity and facilities had been somewhat limited. However, after successfully staging the 20th Southeast Asian Games in 1999 and playing host to the coming Apec (Asia-Pacific Economic Cooperation) ministerial summit this November, the country is now poised to handle more international events.

Leading the organisation of ATF 2001 is Brunei Tourism, a department in the Ministry of Industry and Primary Resources. Director General of Brunei Tourism, Sheikh Jamaluddin Sheikh Mohamed, said that Brunei was honoured to host ATF 2001.

“There will be more than 400 exhibiting booths at TRAVEX. With ASEAN travel and tourism suppliers promoting their best products and services, overseas buyers and media delegates can look forward to seeing the huge variety available. We assure all visitors of a warm Bruneian welcome,” he said.

The theme of ATF 2001 is “Pinnacle of Tourism Excellence”. It was chosen because the ASEAN region represents an attractive, multi-faceted single destination, offering visitors the best value for money and quality, with many world-class tourism products and services.

Sheikh Jamaluddin added that new destinations such as Brunei were fortunate in being able to benefit from the experience of longer-established ones in the region and complement what they offered.

“Brunei caters to all tastes, from rugged adventure travel and nature tourism to comfortable and luxurious city or resort stays. Bandar Seri Begawan can also serve as a gateway to the lesser-known eastern part of ASEAN. We are glad ATF is being held in our country as it gives us the opportunity to show participants from ASEAN and overseas what the new destination of Brunei has to offer,” he said.

The ATF 2001 Brunei Host Committee is a collaborative effort between the public and private sectors. Pledging the local travel industry’s support for the event are the Brunei Association of Travel Agents, Brunei Association of Hotels and Royal Brunei Airlines.

Another partner has also been brought in. Miller Freeman/Travel Trade Gazette Asia has been appointed to organise and manage TRAVEX. An experienced trade-show organiser, having also managed TRAVEX at ATF 1998 in Cebu, Philippines, Miller Freeman has committed its expertise to help Brunei stage one of the best ATF shows ever in 2001.