Since its opening in November 2022, Exhibition World Bahrain (EWB) has showcased itself as a regional and international powerhouse in the business tourism landscape, signalling the Kingdom of Bahrain’s serious commitment to the MICE (Meetings, Incentives, Conferences and Exhibitions) sector.
Purpose-built to attract high-calibre international events and showcase the country’s capabilities, EWB has already welcomed over 1.1 million visitors and hosted an impressive roster of conferences, exhibitions, and cultural showcases. “EWB continues to elevate its standards for excellence, striving to position the Kingdom of Bahrain as a leading destination for global business tourism, entertainment, and high-profile events,” said Sara Buhiji, CEO of the Bahrain Tourism and Exhibitions Authority (BTEA) and Chairman of EWB. “By attracting millions of visitors and facilitating world-class events, the venue contributes significantly to Bahrain’s economic growth by driving investment, tourism, and job creation, while making a lasting impact on the global stage.” A YEAR OF MILESTONES 2024 was a landmark year for the venue. EWB achieved the feat of hosting three major international exhibitions simultaneously; Jewellery Arabia, Scent Arabia, and Cityscape Bahrain, for the third consecutive year. These events, collectively drawing global brands and thousands of delegates, cemented EWB’s reputation as a logistical and operational benchmark in the region. The venue also proudly hosted the 9th UN Tourism World Forum on Gastronomy Tourism, the first time this prestigious event was held in the Middle East. With over 500 participants from more than 50 countries, the forum was a resounding success. “Hosting the 9th UN Tourism World Forum on Gastronomy Tourism is a historic milestone not only for the Kingdom but for our region, showcasing our rich heritage and Bahrain’s rising prominence in gastronomy tourism,” Buhiji said. A standout component of the event was EWB’s dedicated in-house catering team, powered by the largest fully equipped kitchen in Bahrain. Spanning over 3,600 square metres, the kitchen is capable of serving up to 10,000 guests simultaneously. EWB has redefined the culinary experience with exceptional in-house catering, bespoke menus, and a commitment to showcasing Bahrain’s vibrant flavours. A STRATEGY-DRIVEN MICE FUTURE EWB's rapid ascent has not occurred in isolation. The venue is a strategic pillar within Bahrain’s Tourism Strategy 2022–2026, which aims to strengthen the country’s positioning as a tourism and events hub. Through BTEA’s proactive outreach, Bahrain is offering tailored packages to attract global associations and event organisers. “BTEA in collaboration with EWB has developed comprehensive event packages and incentives, from special venue rates to full logistical support, to ensure Bahrain is an attractive option for associations,” Buhiji explained. “Our efforts are already yielding results, and global organisers are seeing the benefits of hosting their events here.” In a highly competitive regional market, Bahrain has chosen to differentiate itself through partnerships, service excellence, and cross-sector collaboration. “We foster strong public-private partnerships with industry stakeholders such as event management companies, hotels, DMCs, airlines, and other tourism-related services. These partnerships help in creating world-class infrastructure and organising high-profile events.” By focusing on sectors where Bahrain holds a natural advantage - including FinTech, healthcare, renewable energy, and education - the MICE strategy is tailored not only to generate immediate returns but to contribute to broader economic development. “Offering high-profile networking opportunities or private business meetings with ministers or key industry leaders will give us a competitive edge,” Buhiji added. “The local business community and government representatives’ participation in events also is helping attract top-level international attendees looking for strategic partnerships.” WORLD-CLASS INFRASTRUCTURE, REGIONAL ACCESSIBILITY Bahrain’s geographic and logistical strengths underpin much of its MICE success. The country’s central Gulf location and proximity to key GCC markets, paired with the newly modernised Bahrain International Airport, offer convenient access for international delegates. The Kingdom provides a seamless travel experience, business-friendly regulations, and over 140 hotels catering to all tiers of visitors. This blend of connectivity and hospitality is crucial to MICE organisers seeking efficiency and service excellence. “Bahrain stands as a vibrant entry point to the Middle East and North Africa region’s $4.3 trillion market,” Buhiji noted. “Distinguished by low entry barriers and unparalleled market access to the Gulf's burgeoning economies, the Kingdom offers a conducive environment for hosting corporate events.” “Its ease of doing business and supportive government policies attract businesses and organisations looking to host MICE activities.” Importantly, Bahrain’s unique heritage offers organisers the opportunity to craft bespoke, locally enriched experiences. Cultural excursions, traditional dining, and entertainment grounded in the country’s historical identity ensure that MICE events become memorable beyond the boardroom. EMBRACING INNOVATION AND SUSTAINABILITY Bahrain’s MICE evolution is not only driven by infrastructure and accessibility, but also by its responsiveness to global trends. Digital transformation and sustainability are now integral components of event planning and execution. “The MICE industry is rapidly adopting technology to enhance the visitor experience, streamline event management, and provide personalised services,” Buhiji said. “The focus is on providing memorable, engaging experiences that go beyond the traditional conference format.” At EWB, modern technologies are integrated into every stage of the visitor journey, from registration to hybrid conferencing capabilities, allowing for maximum flexibility and scalability. “We recognise the importance of integrating modern technology and innovative practices into our MICE offerings, aiming to enhance the visitor experience and making it easier for business travellers to network and enjoy all that Bahrain has to offer.” Sustainability, too, has become a central principle. EWB is incorporating green technologies, encouraging digital alternatives to printed materials, and working with vendors who share Bahrain’s commitment to environmental responsibility. “EWB is incorporating sustainable practices into its events by promoting eco-friendly amenities, utilising digital solutions to minimise paper usage, and ensuring that events are aligned with sustainable development goals.” LOOKING AHEAD The calendar ahead for EWB is packed with potential. The venue is confirmed to host major events such as the Innovation Summit in Social Housing 2025, the Middle East Oil, Gas and Geosciences Show (MEOS GEO), the ICCA Middle East Forum 2025, and the WTO Grand Final Gala Ceremony. Looking further forward, the Global Association for the Exhibition Industry (UFI) Global Congress is set to take place at EWB in 2026–a clear endorsement of Bahrain’s rising stature in the global events industry. As the region grows ever more competitive, Bahrain’s formula - combining infrastructure, heritage, hospitality and innovation - offers a compelling value proposition. “EWB is a platform to highlight the Kingdom’s growing influence in the global MICE industry,” Buhiji concluded. “Our goal is to make every event extraordinary, showcasing Bahrain’s cultural richness while delivering world-class services.”