Abstract
The current Covid-19 pandemic has impacted tourism industry the hardest and has steered a total standstill in the multibillion industry, causing economic crisis globally. This paper attempts to assess the impacts and management strategies of agritourism in Brunei. Due to the constant evolvement of knowledge and management strategies during this unprecedented time, qualitative approach using semi-structured interviews was deemed appropriate for this research. This paper focuses on agritourism farms in Brunei during Covid-19 to study the implication and contingency plans to divert such crises. Findings from this study indicates that strategies employed by the Brunei agritourism farms were (1) the diversification of economic activities towards product innovation and agribusiness expansion to mitigate tourism revenue loss; (2) digital transformation such as, contact tracing app, the introduction of virtual tourism as well as the use of social media to promote agritourism as lower-risk tourism; (3) adaptive human resources strategy by encouraging community capacity building such as upskilling and training of local farmers to stimulate new agritourism skills and establish more future-ready workforce. The strategies adopted by the agritourism farms in Brunei could provide lessons to neighbouring countries and the ASEAN region to prepare for a crisis-resistant agritourism in the future.
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