Bahrain unveils new tourism strategy; to focus on emerging markets

TDT | Manama     

The Daily Tribune – www.newsofbahrain.com

The Minister of Tourism, Her Excellency Fatima Al Sairafi, announced that the Government has launched its strategy titled “The Tourism Strategy for the Kingdom of Bahrain (2022-2026)” as part of the economic recovery plan.

The strategy strives to achieve economic development and is built upon four strategic objectives. The foremost goal is to elevate Bahrain’s global tourism standing, highlighting the Kingdom as a leading global tourism destination.

The ministry is keen to display Bahrain’s unique attractions, rich cultural heritage, and exceptional hospitality, solidifying its reputation as a must-visit location for discerning travellers.

In a bid to boost the economic contribution, the strategy aims to increase the tourism sector’s input to the Gross Domestic Product (GDP).

By drawing in more tourists and offering them unmatched experiences, the ministry seeks to harness tourism as a potent economic driver.

Recognising the need to diversify target markets, the ministry is actively reaching out to emerging markets, promoting its unique offerings and enhancing accessibility to attract a wider array of visitors from various countries.

The final strategic pillar is the expansion of the tourism portfolio, with the aim to widen Bahrain’s range of attractions and activities to suit diverse tourist interests and preferences.

This includes the promotion of cultural, heritage, adventure, and coastal tourism.

To achieve these goals, the ministry collaborates closely with relevant agencies, including hospitality providers, tourism businesses, and Gulf Air, the national carrier. Joint promotional efforts for events and festivals maximise visitor engagement and create memorable experiences.

The ministry has designed packages tailored to family and cultural interests, emphasising natural and environmental archaeological sites.

Family-friendly festivals, such as the Festival City and the Food Festival, create a vibrant atmosphere. Celebrations for the New Year and dazzling fireworks displays make Bahrain a preferred choice for families seeking extraordinary experiences.

Recognising the allure of its coastal resources, the ministry focuses on improving beach infrastructure and amenities to attract beachgoers and provide a delightful seaside escape.

The Bahrain Tourism and Exhibitions Authority (BTEA) has introduced unified tourism packages for joint excursions with Saudi Arabia, aiming to attract a new wave of international visitors to the Arabian Gulf and position both nations as an attractive combined tourist destination.