With Bahrain’s tourism sector entering a new era of growth and diversification, leadership and vision are essential to driving long-term impact. At the helm is Sara Buhiji, CEO of the Bahrain Tourism and Exhibitions Authority (BTEA) and Chairman of Exhibition World Bahrain (EWB); a dual role that places her at the heart of the Kingdom’s tourism strategy.
In this exclusive Q&A with TTN, Buhiji sheds light on the strides made under Bahrain's Tourism Strategy 2022-2026 and the exciting future ahead. Bahrain’s Tourism Strategy 2022-2026 is well underway. What have been its key achievements so far? Bahrain’s Tourism Strategy 2022-2026 has seen significant progress in its first three years, with many key projects completed ahead of schedule. Notable developments such as Exhibition World Bahrain, Beyon Al Dana Amphitheatre, Bahrain Bay beach, Jumeirah Bahrain Bay Resort, Al Jazayer Beach Development Project, Saada Project, and Mantis Hotel and Resort in Hawar Islands have all contributed to positioning Bahrain as a top destination for both leisure and business tourism. Additionally, the recent launch of Sama Bay, a strategic project focused on enhancing family tourism, has introduced various outdoor sports and entertainment activities. This new destination is aimed at attracting citizens, residents, and visitors, further diversifying Bahrain’s tourism offerings. There has been a substantial improvement in Bahrain's tourism infrastructure. The opening of new tourist attractions, hotels, and hospitality facilities has resulted in a noticeable increase in the number of visitors and tourists, further validating the success of the tourism strategy. These improvements were supported by enormous investments, reflecting the government’s commitment to strengthening the sector and enhancing its contributions to the economy. Another key development has been the shift in the government’s role, transitioning to a legislative function while allowing the private sector to take the lead in operating tourism projects. This change has enabled significant private sector investments in high-profile developments like Bahrain Marina and The Galleria, both of which have contributed to job creation and increased tourism revenues. What are the latest tourism trends BTEA is observing and how is Bahrain responding to them? Bahrain has aligned its tourism strategy with multiple emerging global trends, such as adventure tourism, where there is a rising preference for adventure activities and immersive experiences among travellers. The Kingdom is developing adventure tourism offerings, like scuba diving, pearl diving, and off-road expeditions. These activities can appeal to adventure seekers looking to explore Bahrain’s diverse landscapes. Emerging global trends have a significant impact on Bahrain’s Tourism Strategy (2022-2026), including sustainable tourism, where several accommodation providers in Bahrain are driving sustainability efforts. The Kingdom has also invested heavily in developing eco-tourism. The variety of offerings available in Bahrain provide travellers worldwide with a unique and exotic destination that they can explore. Bahrain's tourism strategy effectively sustains the Kingdom's eco-tourism through seven key pillars: maritime and waterfront, MICE and business, sports and recreation, culture and heritage, leisure and entertainment, media and cinema, and medical and wellbeing. By emphasising positive impacts, like job creation and wildlife preservation, the Kingdom is deeply committed to sustainable tourism practices. Culinary tourism is gaining popularity as travellers seek authentic culinary experiences. We are working on promoting our diverse culinary scene, including traditional Bahraini dishes, seafood specialities, and vibrant food markets. The Bahrain Food Festival is an annual event that attracts thousands of food enthusiasts across the globe, exemplifying one of the Kingdom's success stories in culinary tourism. Visitor numbers are rising. How is Bahrain attracting high-value tourists and encouraging longer stays? We take pride in achieving significant milestones in tourism and a doubling of investments in the sector over the past three years, which will greatly enhance tourism's role in the growth and prosperity of the national economy. As for 2024 statistics, tourism revenues rose by 13.4%, tourism overnights surged by 16%, and inbound visitor flows increased by 19.9% compared to 2023 figures. These tourism indexes reflect our success in heading steadily with planned and firm steps towards accomplishing the KPIs according to the tourism strategy 2022–2026. We have identified five key markets to attract more tourists within the tourism strategy, including the Gulf Cooperation Council (GCC) countries, Germany, the United Kingdom, India, and China. We aim to target more markets in the future to support the growth and development of the tourism sector and cater to the tastes of various nationalities. Our main priorities centre on ensuring ongoing growth of the tourism sector through sustainable infrastructure and cultural practices, strengthening support for exhibitions, incentives, conventions, and conferences, continuously promoting Bahrain as a distinctive destination in the region, increasing inbound traffic to Bahrain, and enhancing the country's allure by hosting events throughout the year. In the upcoming years, we will concentrate on establishing the Kingdom as the premier tourist destination for international visitors, particularly families. Alongside the creation of distinctive tourism products and experiences that distinguish the Kingdom within the region, incorporating a pearl diving experience as a key marine activity will attract tourists from around the world, allowing them to appreciate Bahrain’s rich seafaring heritage, its hospitable culture, stunning natural beauty, and some of the best dive sites available. In addition, we are constantly exploring new tourism products and experiences, such as adventure tourism, to cater to a diverse range of visitors, plus we adopted a wide range of emerging technologies in furtherance of our strategy. Bahrain has a rich history dating back to the Dilmun civilisation. How is the Kingdom leveraging its culture and heritage to stand out globally? Bahrain’s history is an integral part of its identity, and its rich cultural legacy offers travellers an untapped narrative. From the ancient Dilmun civilisation to Islamic heritage, Bahrain boasts a wealth of historical sites that reflect Bahrain's history and culture, including key historical sites–three of which are listed as UNESCO World Heritage Sites: Bahrain Fort, the Pearling Path, and the Dilmun Burial Mounds. Bahrain has made significant efforts to preserve and showcase its historical sites, such as the Bahrain Fort, which reflect the importance of Bahrain in ancient trade networks and help attract international tourists and scholars. The Bahrain National Museum is also a prime location for showcasing the Kingdom’s cultural artifacts, including those from the Dilmun period. Visitors can explore traditional markets (souqs), marvel at the vibrant craftsmanship of Bahrain’s artisans, and experience the customs that have shaped the nation. This blend of modernity and history makes Bahrain a cultural crossroads and an ideal destination for those looking to experience a unique fusion of past and present. Initiatives like the Bahrain Food Festival, Celebrate Bahrain season, and Bahrain Summer Festival promote local culture and attract global audiences, providing tourists and foreign investors with the opportunity to engage with the country’s dynamic cultural scene. The Pearling Path is a pioneering tourism project. How has it helped promote Bahrain’s pearling heritage? We acknowledge the significance of pearling as part of Bahrain's unique heritage and deep-rooted marine history; thus, numerous efforts have been made in collaboration with public and private entities to improve the pearling experience in the Kingdom, taking eco-friendly practices into consideration and raising awareness of this ancient tradition that every Bahraini is proud of. Today, BTEA continues to keep the heritage of pearl diving alive and long-lasting, making it a key attraction for both locals and tourists to enjoy. Pearl diving excursions, snorkelling for oysters, and fishing activities are organised by fully equipped enterprises that specialise in diving, covering the main areas of the sea while giving their customers one of the best experiences of their lives. We have introduced pearl diving as a key marine activity for tourists worldwide to experience and discover Bahrain’s rich seafaring heritage, complemented by its warm culture, stunning natural beauty, and exceptional dive sites. Tourists can book their memorable diving journey by choosing a dive centre that is licensed to operate pearl diving trips via www.prealdiving.bh and heading to Ras Rayyah Harbour to dive, collect oysters, and plunge deep into an experience of a lifetime. Bahrain was the first country in the region to bring Formula 1. How has this shaped the Kingdom’s sports tourism industry? During the past two decades, the Formula 1 Gulf Air Bahrain Grand Prix has been a paramount contributor to enhancing tourism momentum on an annual basis due to its pivotal role in shedding light on the Kingdom at the global level and turning it into an ideal tourism destination worldwide. Thanks to the F1 race in Sakhir, Bahrain has been firmly placed in the global spotlight, where 1.8 billion people watch the race annually on television, in addition to 40 million followers on social networks. The F1 race serves Bahrain’s tourism strategy (2022-2026) objectives to foster the Kingdom’s position on the world tourism map, especially in sports tourism. BIC has repeatedly demonstrated its capabilities in hosting the world's largest sporting events, solidifying its leading position as the home of motorsports in the Middle East since 2004. We are proud that the Formula 1 Gulf Air Bahrain Grand Prix has turned into an annual tourism extravaganza, attracting all international tourists around the globe who are interested in discovering Bahrain’s tourist charms and attractive locations while enjoying an unforgettable electrifying experience at BIC. The occupancy rate of hotels and resorts during the race period ranges from 80 to 100 percent. Additionally, the easing of procedures for the flow of visitors from Saudi Arabia across the King Fahad Causeway positively affects tourism-oriented sectors such as restaurants, cafes, shopping malls, retail outlets, and much more. Air connectivity is a major driver of tourism. With increasing direct flights to London and beyond, what impact has this had on visitor numbers and tourism growth? The Kingdom’s strategic location in the Gulf region and its well-connected transportation infrastructure make it easily accessible for international guests. The award-winning Bahrain International Airport and efficient ground transportation options ensure smooth arrivals and departures for wedding attendees. The international arrivals in the past year rose by 11.2% to exceed 15.7 million passengers, marking an impressive 25.3% increase compared to 2019. This trend highlights the Kingdom’s flourishing tourism landscape as an attractive destination for leisure travellers. Gulf Air, the national carrier of the Kingdom of Bahrain, launched new direct flights connecting Bahrain with Shanghai and Guangzhou in China last year. This new air route comes in line with the Tourism Strategy 2022-2026 objectives, targeting China as one of the leading source markets for tourism in the Kingdom, as it is the fastest-growing economy in the world. Since May 2024, Gulf Air has managed to attract enormous groups of Chinese travellers, who are leading the global tourism scene as the biggest contributors in the world. BTEA signed agreements with some of the largest travel and tour operators in China and other major source markets to develop special tourism packages for international tourists coming to Bahrain. Furthermore, we were proud to host Routes World 2024 for the first time in the Middle East at Exhibition World Bahrain, which brought together more than 2,500 participants and more than 200 airports, airlines and aviation stakeholders from across the globe. This flagship event has firmly positioned Bahrain on the global travel and tourism map and demonstrated the Kingdom’s capability to enhance air connectivity to attract targeted markets and tourists worldwide. Bahrain and Saudi Arabia recently signed a tourism cooperation agreement. How is this benefiting Bahrain’s tourism sector? Since signing the MoU in 2023, we have managed to position both countries as joint regional and global tourism destinations. This landmark agreement signifies a key milestone in our bilateral relations and sets the stage for a rapid surge in their respective tourism sectors. Flynas, the Saudi air carrier and a leading low-cost airline in the Middle East, has launched new direct flights connecting Manama with Riyadh, as part of a collaborative effort between the two Kingdoms to strengthen their tourism relations and promote both countries as a single destination. This joint initiative has resulted in a significant increase in the number of Saudi tourists travelling to Bahrain for leisure, shopping, and entertainment. Additionally, the partnership has led to improved coordination in developing joint travel packages, better hospitality services, and a variety of other advantages. The collaborative marketing initiatives and promotional strategies have effectively established Bahrain as a desirable destination for travellers, thereby enhancing the Kingdom’s visibility and allure to international tourists who might not have previously regarded it as a premier choice. This exposure has consequently generated a demand for hotels, restaurants, shopping malls, and entertainment services in Bahrain, thereby invigorating the economy and bolstering local businesses and job creation. Additionally, we have recently signed MOUs and agreements with our neighbours: the UAE, Kuwait and Oman that seek to position all countries as joint regional and global tourism destinations. We are actively collaborating with other GCC countries to develop unified tourism packages that showcase the diverse attractions and experiences across the region. Multi-country tours have become an ideal option for all types of travellers who can experience the culture, food, and sights that are unique to each country in one single trip. We also aim to attract tourists while promoting Gulf integration in tourism and are actively committed to fostering a sustainable tourism sector based on international best practices and innovative initiatives with our neighbouring countries. How is Bahrain incorporating sustainability into its tourism strategy? The Kingdom is greatly dedicated to sustainable tourism practices, ensuring that the tourism industry benefits the local community by focusing on positive impacts such as job creation and wildlife preservation. In Bahrain, several accommodation providers are driving sustainability efforts. For example, some hotel chains recycle 100% of their wastewater to irrigate their gardens, exclusively use environmentally friendly cleaning products, and change linens and towels every three days as a standard to save energy. In addition to using recycled material to produce staff uniforms, they also maintain vertical smart gardens that produce herbs and vegetables for use in their restaurants. In line with Bahrain's drive to generate clean energy, Exhibition World Bahrain (EWB) adopted a solar power project in the Sakhir area by installing solar panels at various sites to generate renewable energy, which would contribute to a decrease in traditional energy expenditure. We also constructed EWB with several environmental factors and high-quality insulation standards in mind.