Once a Star, Now Struggling: Jerudong Park’s Fight for Revival

"Jerudong Park—once Brunei’s pride, now a fading relic. Can a newly revamped food court breathe life back into a park plagued by closures, disrepair, and missed opportunities? Discover the untold story behind Brunei's most ambitious project and what the future holds for this struggling icon."

By Malai Hassan Othman

BANDAR SERI BEGAWAN, NOVEMBER 2024: Once hailed as Brunei’s most prized gem, Jerudong Park was an amusement park like no other in Southeast Asia.

Opening in 1994 with an investment exceeding $1 billion, Jerudong Park swiftly became a major draw, attracting families from Malaysia, Singapore, and Indonesia eager to experience its world-class rides and entertainment.

It was more than just a local attraction—it symbolised Brunei’s bold ambition to establish itself as a world-class tourist destination.

Who could forget the unforgettable free concert by Michael Jackson that celebrated its grand opening?

For a time, Jerudong Park appeared poised to establish Brunei as a prominent tourist hotspot.

However, the park now presents a starkly different picture. Abandoned rides, scarce visitors, and an entertainment hub struggling to adapt to a changing world tell a story of decline.

What led to the downfall of Jerudong Park, and why has it failed to fulfil its early promise?

The Beginning of the End: Financial Missteps and Poor Planning

In its initial years, Jerudong Park operated under an ambitious yet ultimately flawed business model: free admission and rides for all visitors.

This generous approach aimed to attract large crowds but soon proved unsustainable.

Lacking a direct revenue stream, the park relied heavily on government funding; however, even Brunei’s financial resources could not indefinitely cover rising operational and maintenance costs.

Many of the park’s state-of-the-art rides were imported and required specialised maintenance expertise that was lacking locally.

As rides began to malfunction and remain closed, visitor satisfaction plummeted.

Jerudong Park found itself caught in a vicious cycle: fewer rides led to fewer visitors, which in turn resulted in dwindling income and an exacerbated inability to maintain or upgrade the park.

Over time, it became evident that poor financial planning and a lack of long-term strategy marked the downfall of Jerudong Park.

The 2014 Revamp: A Glimmer of Hope?

By 2014, hope was renewed for Jerudong Park. The park underwent a major revamp, reopening with over 20 attractions and introducing a wristband system that allowed visitors unlimited rides for a fee.

The initial signs were promising: more than 200,000 visitors passed through the gates in just eight months, a remarkable achievement considering Brunei’s population of only around 400,000.

Among the standout attractions were the Junior Roller Coaster, the Double Decker Carousel, and Brunei’s only Ferris wheel.

The addition of the country’s largest water park in December 2014 drew even more visitors, with bookings fully reserved during its opening month.

For a brief moment, it seemed that Jerudong Park might reclaim its former glory.

However, this success was short-lived. Maintenance issues crept in once again, and rides frequently closed for repairs.

The park struggled to maintain the momentum from its reopening, and as the novelty wore off, visitor numbers dwindled.

Public Sentiment: Lingering Frustrations

The public's disillusionment is palpable. For many Bruneians, Jerudong Park has long been characterised by under-maintained rides and closures.

Although the park has made efforts to revive itself, complaints about overpriced tickets and limited attractions continue to surface.

The ongoing issues echo frustrations expressed years ago, indicating that some complaints from a decade ago are still relevant today.

Even as the park has attempted to reinvent itself as a venue for corporate and private events, it has struggled to shed its reputation as a declining relic of Brunei’s more ambitious past.

The promise of new rides often came with additional costs, while older attractions remained out of commission.

For locals and tourists alike, Jerudong Park’s unrealised potential remains a source of disappointment.

The Revamped Food Court: A Positive Development

Despite these ongoing challenges, Jerudong Park has recently made strides to enhance the visitor experience with the opening of its newly refurbished Food Court (Phase 2).

Inaugurated in May 2024, the food court catalyses growth, supporting local businesses and providing a family-friendly dining environment.

The opening, attended by government officials and representatives from Darussalam Assets, signals an effort to diversify the park’s offerings and create a more attractive venue for families and social gatherings.

While this development is encouraging and offers a glimpse of hope for the park’s future, the core issues regarding rides and maintenance remain unresolved.

The food court alone may not be enough to restore Jerudong Park’s former glory, but it demonstrates that there is at least some effort to revive the park’s appeal.

Missed Opportunities: Where Did It All Go Wrong?

For many, the decline of Jerudong Park represents a missed opportunity.

Once a major attraction for tourism in Brunei, the park has failed to capitalise on the increasing demand for family-friendly and halal tourism, a market that neighbouring countries like Malaysia and Indonesia have successfully tapped into.

As a result, Jerudong Park finds itself in a state of limbo, struggling to attract the international tourists it once aimed for.

Visitors have criticised the park for its lack of attractions geared toward adult thrill-seekers, pointing out that most rides cater primarily to younger children.

The absence of extreme rides and indoor activities for rainy days has further hindered the park's fortunes.

With fewer visitors and a dwindling number of rides, it is evident that Jerudong Park needs more than just a food court to survive; it requires a comprehensive overhaul of its strategy.

A Path Forward: Can Jerudong Park Be Saved?

The pressing question now is whether Jerudong Park can be revived or if it is fated to become a relic of Brunei’s ambitious yet flawed aspirations.

Some experts recommend that the park explore options for privatisation or seek international partners who can provide the expertise and investment necessary for revitalisation.

Another potential solution is to downsize the park and concentrate on fewer, well-maintained attractions.

By streamlining operations and creating a more manageable experience, Jerudong Park could offer cultural or educational experiences that align with Brunei’s broader vision of Islamic tourism while still catering to families' entertainment needs.

Regardless of the approach taken, one thing is clear: without a definitive plan, Jerudong Park risks fading into obscurity—a stark reminder of the disconnect between vision and execution in Brunei’s development efforts.

Conclusion: A Cautionary Tale

Jerudong Park was once a symbol of Brunei’s ambition and progress, but today, it serves as a cautionary tale.

Grand projects, no matter how bold, must be founded on sustainable planning and long-term vision.

As Brunei looks to the future, Jerudong Park’s story reminds us that achieving true success requires more than financial investment; it demands foresight, adaptability, and a commitment to growth that is both measured and resilient.

Without decisive action, Jerudong Park risks becoming a permanent relic of Brunei’s past—a symbol of unfulfilled potential, forever frozen in time. (MHO/NOVEMBER/2024)