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New Brand Bahrain on way
March 2016 2872

Brand Bahrain, an international campaign to promote the kingdom as a top tourist destination, will be launched next month.

The campaign will focus on the kingdom’s heritage, culture and business-friendly environment.

It is being spearheaded by the Bahrain Tourism and Exhibitions Authority (BTEA), which will launch the project’s logo and objectives in the coming months.

It will have a distinctive visual identity that captivates audiences globally and strengthens Bahrain’s position as a top tourist destination, said BTEA acting chief executive Shaikh Khalid bin Humood Al Khalifa.

'We are working with the Economic Development Board to launch the Brand Bahrain initiative that aims to promote the country across the globe,' he said.

The soft launch of the initiative will be held during the Bahrain Formula One to be held in April, he said.

'We will share Bahrain’s stories, messages from people and the identity of our country with the global community.'

Meanwhile, Shaikh Khalid said a huge influx of Chinese visitors are expected in the kingdom this year as part of a plan approved by both countries.

With visas on arrival already provided to Chinese nationals, officials are now urging the hospitality sector to gear up to welcome the visitors.

'We signed an agreement with Chinese authorities that will result in more approved tour operators from China sending large groups of travellers in the coming months,' Shaikh Khalid explained.

'This agreement includes Bahrain as a top tourist destination for the Chinese by developing co-operation between travel agencies in both countries to facilitate the flow of tourists from the two countries.'

'We are not only looking at the regional but also the international market,' added Shaikh Khalid. 'Bahrain offers visa on arrival facility and we will see in the coming months Chinese destination management companies sending more groups of tourists.'

Bahrain has announced year-long celebrations marking ‘Manama Gulf Capital of Tourism 2016,’ which include Disney Live! that will make its debut in Bahrain on March 15 at the Bahrain International Exhibition and Convention Centre.

A Handicraft Festival in Bab Al Bahrain will be held from April 1 to April 8, an Annual Heritage Festival will take place on April 24 at Arad Fort and the Bahrain Light Festival in Manama will be held from May 5 to May 9.

Other attractions this year will include the Bahrain Comedy Show, which will be held in various locations from May 6 to May 13, the Lego Bahrain event in August, the Bahrain Sea Festival and Dhow parade and sea exhibition from October 6 to October 15, and the Bahrain International Motorshow at the Bahrain International Circuit in December.

'In January, we hosted the Bahrain International Air Show, Shop Bahrain and the Bahrain Gaming Experience that were well received,' added Shaikh Khalid.

'Last year, Saudis spent around $7 billion in tourism abroad and we are keen to benefit by hosting these events, especially when 59 per cent of our visitors come from Saudi Arabia.' 


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