ASEAN KEY DESTINATIONS
Homegrown fastfood chain helps boost tourism sector
HOMEGROWN fastfood chain Ideal Café and Grill’s collaboration with a local travel operator has helped bring in more tourists to the sultanate.
Ideal’s General Manager Norizmah Yang Berhormat Haji Awang Ahmad Morshidi said Anthony Tours and Travel Agency Sdn Bhd usually bring about 30 to 40 students from Singapore to the restaurant through the annual educational exchange programme organised by the Ministry of Education.
The immersion programme, which started in 2005, aims to provide opportunities for students and teachers from both countries to interact and exchange ideas and experiences with one another.
She said Anthony Tours will bring 30 to 40 students from Singapore to Ideal’s Serusop branch at Delima Jaya Complex to introduce them to Brunei’s first homegrown quick-service restaurant chain and dine on healthy and locally-made meals. The company conducts these tours three to four times a year.
“The immersion programme helps the tourism industry in a way as students can be considered as tourists,” Norizmah said.
She said these students can also promote Brunei to their friends in their own home countries.
A representative from Anthony Tours said the collaboration with Ideal helps to promote Brunei’s culture and lifestyle.
“We would handle the logistics and the tours. Usually the Singaporean students would stay for five days in Brunei,” he said in a phone interview.
He said Anthony Tours also collaborates with more than 10 local restaurants when students abroad visit the sultanate.
According to a report filed earlier this month, students from Bedok View Secondary School from Singapore visited St Margaret’s School in Seria to learn about Brunei’s culture.
Ideal Café and Grill was opened under the incorporation of the Ideal Food Industries Sdn Bhd, which is an associate company of Ideal Group Holdings Sdn Bhd. YB Haji Awang Ahmad Morshidi Pehin Orang Kaya Digadong Seri Diraja Dato Laila Utama Haji Awang Abdul Rahman is the group chairman and managing Director of Ideal Group Holdings. There are currently five Ideal restaurants operating in Brunei.
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