June 14, 2016
Warm weather, warm sands and warm smiles are waiting to welcome visitors to the Kingdom of Bahrain with the launch of its new “Ours. Yours. Bahrain” tourism brand.
The Bahrain Tourism & Exhibitions Authority unveiled the brand to the region during the Arabian Travel Market held in April at the Dubai World Trade Centre.
Shaikh Khalid bin Humood Al Khalifa, Chief Executive Officer of the Bahrain Tourism & Exhibitions Authority (BTEA), said of the brand:
“The new brand embraces the country’s biggest asset, its people – their warmth and welcoming attitude. It’s the culmination of our efforts to develop an integrated strategic approach towards elevating the industry by attracting investors and providing a suitable environment to incubate tourism projects.”
The brand was launched as part of the BTEA’s commitment towards reinvigorating the Kingdom’s tourism industry through spearheading initiatives that bolster investment opportunities in the country.
In 2015, Bahrain’s tourism sector made up 3.6% of the Kingdom’s GDP, contributing approximately USD 700 million. The campaign’s strategic and infrastructural initiatives aim to increase this amount to USD 1 billion by 2020, effectively doubling tourism’s contribution to Bahrain’s GDP from 3.6% to 6.6%.
Shaikh Khalid revealed the BTEA’s four driving pillars: Awareness, Attraction, Access and Accommodation.
Initiatives are already underway in support of these pillars, including:
- Awareness: Establishing tourism offices in key markets such as UK, France, India, Germany and Russia to promote tourism in Bahrain, as well as its key offerings as a destination for both tourists and operators of tour, hotel and cruise lines.
- Attraction: Developing new leisure attractions through utilising the island’s many beaches, and certifying 100 Bahraini tour guides by end of 2016 to offer tourists an insider’s experience of the Kingdom. MICE tourism is also being targeted through the planned construction of a new 40,000 sqm exhibition site capable of hosting over 5,000 people.
- Access: Revamping existing airport facilities to accommodate 14 million passengers (a 65% increase to existing capacity), and upgrading port infrastructure to increase amount of mooring facilities for cruise liners and yachts passing through the Arabian Gulf. In addition, the construction of the new King Hamad Causeway, connecting Bahrain and Saudi Arabia, will provide increased and more efficient access for vehicles traveling between the two Kingdoms.
- Accommodation: Encouraging hotel operators to establish operations in Bahrain to cater to a strong demand for sea-front hotels, as well as high-quality mid-range accommodation for family and business travellers. Over 10 five-star and four-star hotels are now under development.
With a country-wide commitment towards the growth of the tourism sector, find out what opportunities await you if you’re a:
Cruise Operator >
Hotel Operator >
Tour Operator >
Cruise Operator >
Hotel Operator >
Tour Operator >
|
Bahrain’s Tourism: At a Glance
|
