A new positioning line - "Borneo. Asia's greatest adventure - is scheduled to start appearing in brochures and collateral material for the World Travel Market, an annual international travel trade expo held in London in November. The tourism bodies will then lookat launching an advertising campaign targeting tourists from Southeast Asia, China and Australia.
Sheikh Jamaluddin bin Sheikh Mohamad, Brunei Tourism director general, said the trio were capable of working together because "we share the same culture and traditions". The tourism bodies held a one-off joint-promotion in 1997 but ended collaborative efforts when the region was hit by social and economic problems.
