P144 Islamic-Themed Attractions as Models for Edutourism Development

Benchmarking Study for Brunei’s I-WORLD Park

Abstract

This study benchmarks two leading Islamic-themed attractions, Dubai Quranic Park (DQP) in the United Arab Emirates and Taman Tamadun Islam (TTI) in Malaysia to inform the planning of the proposed Islamic World Educational Tourism Park (I-WORLD Park) in Brunei Darussalam. Both case studies exemplify the integration of religious education, cultural heritage, leisure, and tourism, yet reveal operational challenges, including static content, maintenance difficulties, and limited innovation cycles. Using a comparative case study approach, data were collected from academic literature, official reports, and visual analyses, and synthesised into a benchmarking matrix across ten strategic dimensions: governance, thematic concept, scale, learning model, inclusivity, technology, content refreshment, maintenance, financing, and branding. Findings indicate that DQP excels in immersive thematic landscaping and symbolic storytelling, while TTI offers a holistic combination of architectural replicas, worship facilities, and recreational activities. For I-WORLD Park, a hybrid model integrating Qur’anic botanical zones, interactive historical exhibits, advanced AR/VR technologies, preventive maintenance systems, and sustainable financing is recommended. Aligning with Brunei’s Melayu Islam Beraja philosophy and Negara Zikir aspirations, the project can serve as a flagship ASEAN edutourism destination that is culturally authentic, operationally resilient, and internationally competitive.