The objectives of the KNK (Kenali Negara Kitani) campaign by the Brunei Tourism Development Department are to make the tourism industry a key contributor in the country’s economic diversification plans and a major provider of employment and business opportunities, as well as to create greater awareness of the many tourism attractions and activities available in the country for the enjoyment of residents and tourists alike.

The KNK campaign comprises of 3 key concepts :

-     Promotion of domestic tourism

The KNK campaign promotes to Bruneians and residents the concept of traveling and doing tourism activities within the country, not just by visiting places of attraction, but also by using the services of tourism service providers.

-     Awareness of tourism as a key industry for the future

In line with the country’s economic diversification drive, the KNK campaign emphasizes to the public at large the importance of developing, sustaining and embracing the tourism industry, which is the world’s largest economic activity. 

-     Awareness of tourism as a career possibility

The KNK campaign targets students by highlighting the different interesting and rewarding career options available in tourism, an industry with good prospects and expected to double in size over the next 20 years.