Brunei should boost its image abroad in order to improve economic ties with other countries, the French envoy to Brunei yesterday said.
Speaking to The Brunei Times, Patrick Bonneville said it is important for Brunei to promote itself as an attractive business destination.
"There's an image problem as Brunei is not always immediately known. Brunei must create a label or image; that is lacking in my opinion," he said.
"I think Brunei authorities could organize some kind of lobbying to promote or organize more shows abroad," he said.
Referring to Brunei's recent participation in a trade show in Nanning, China, he said, "This should not be limited to just China, but also Japan, Korea, Europe so people know more of Brunei."
Bonneville said that one of the ways to "better insert Brunei in the global market" is by improving air links with the rest of the world.
"There are no direct flights to Europe, US or Japan. It's complicated to come here and it's expensive," he said.
Having one of the highest income per capita in Asia also works effectively to lure investors into Brunei, he said. "What attracts them more is the label. Brunei has the second highest per capita in the region, so the people are more demanding. The market is more competitive because of it.
"Winning the market in Brunei is more like a label of quality," he added.
Bonneville is also generally upbeat about the economic outlook of Brunei. "Economy here is quite prosperous, thanks to the oil and gas sector. It gives a very high standard of living in the region ... but the Bruneian authorities realize that one day this resource will disappear."
He said French companies are "quite prepared to accompany the diversification of the economy".
He said: "What would be interesting would be to promote renewable energy in this industry. Solar energy is quite obvious given the part of the world that we are. This is the kind of thing that can be explored. Renewable energy can lessen the stress on local resources."
He said infrastructure as one of the sectors that could be further explored for trade opportunities with France, especially in telecommunications and aviation.
According to government statistics, in the second quarter, 10.9 per cent of the nation's total imports come from the European Union.
Speaking to The Brunei Times, Patrick Bonneville said it is important for Brunei to promote itself as an attractive business destination.
"There's an image problem as Brunei is not always immediately known. Brunei must create a label or image; that is lacking in my opinion," he said.
"I think Brunei authorities could organize some kind of lobbying to promote or organize more shows abroad," he said.
Referring to Brunei's recent participation in a trade show in Nanning, China, he said, "This should not be limited to just China, but also Japan, Korea, Europe so people know more of Brunei."
Bonneville said that one of the ways to "better insert Brunei in the global market" is by improving air links with the rest of the world.
"There are no direct flights to Europe, US or Japan. It's complicated to come here and it's expensive," he said.
Having one of the highest income per capita in Asia also works effectively to lure investors into Brunei, he said. "What attracts them more is the label. Brunei has the second highest per capita in the region, so the people are more demanding. The market is more competitive because of it.
"Winning the market in Brunei is more like a label of quality," he added.
Bonneville is also generally upbeat about the economic outlook of Brunei. "Economy here is quite prosperous, thanks to the oil and gas sector. It gives a very high standard of living in the region ... but the Bruneian authorities realize that one day this resource will disappear."
He said French companies are "quite prepared to accompany the diversification of the economy".
He said: "What would be interesting would be to promote renewable energy in this industry. Solar energy is quite obvious given the part of the world that we are. This is the kind of thing that can be explored. Renewable energy can lessen the stress on local resources."
He said infrastructure as one of the sectors that could be further explored for trade opportunities with France, especially in telecommunications and aviation.
According to government statistics, in the second quarter, 10.9 per cent of the nation's total imports come from the European Union.
Source: Wani Abdul Gapar, The Brunei Times, 20th December 2007
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