The disengagement of the tourism businesses in ecotourism and environmental practices in Brunei Darussalam

• The tourism sector is optimistic about the tourism potential and business in Brunei.
• Tourism businesses are lacking in understanding of the concept of ecotourism.
• There is no regulation for tourism enterprises to adopt low carbon strategies.
• Tourism businesses are involved in voluntary environmental initiatives.
• There should be support for tourism enterprises embracing sustainable practices.

Brunei Darussalam is a peaceful and prosperous nation in Southeast Asia, sheltered from heavy industrialisation and excessive exploitation of its natural resources. Decades of dependence on oil and natural gas have brought wealth, but at the same time placed the small nation in a dilemma over the failure of its economy to diversify. Tourism has been distinguished as one of the key areas which can remedy the country's economic condition. Adamant in embracing sustainable development – development that promotes the quality of life of people, economic prosperity and environmental protection – the country is keen to ensure that it adopts a sustainable approach to developing its tourism industry. This paper attempts to identify the prospect as well as challenges of sustainable tourism in Brunei Darussalam from the perspective of the business organisations or enterprises in the tourism industry, based on data that were collected from a survey conducted among travel, transport, hospitality and visitor attraction sectors in the country.