Figures compiled by Brunei Tourism, the government agency charged with attracting visitors to the country, show that 24,000 visitors arrived from Australia and New Zealand in 2010. Brunei Tourism is seeking a 20% increase this year, aided by the establishment of direct flights to Melbourne, Australia, from March, operated by the national carrier, Royal Brunei Airlines. In February Brunei also appointed the Australian Walshe Group, a specialist in the niche area of representative offices in the tourism sector, to function as a representative office in the region, charged with marketing Brunei as a tourist destination. Walshe already operates Royal Brunei Airline's representative office in New Zealand.

The conservative Islamic sultanate has some drawbacks in terms of tourism, particularly the prohibition on the sale of alcohol (although non-Muslims are permitted to drink alcohol in private). But the government has said that ecotourism and golfing holidays are themes that can be emphasised in its Australasian campaign. Walshe is to take a group of travel agents and reporters to Brunei to highlight the country's tourism potential.

Brunei Tourism is also considering setting up a representative office in China to encourage visitor arrivals from that country, following the re-establishment of Royal Brunei Airlines' flight route to Shanghai. Brunei receives 22,000 visitors from China and Hong Kong each year, as well as 2,000 from Taiwan.