Interview: Fatima bint Jaafar Al Sairafi
What strategies is Bahrain employing to support its tourism sector and attract international visitors?
FATIMA BINT JAAFAR AL SAIRAFI: The Tourism Strategy 2022-26 aims to develop the sector and increase its contribution to the kingdom’s economic development, positioning it as a global destination. This includes increasing its contribution to GDP, diversifying offerings, and organising more events and activities. Bahrain is targeting five key markets: China, the GCC, Germany, India and the UK. The tourism strategy achieved its 2022 and 2023 goals, and we expect the kingdom to continue to position itself as a preferred regional and global tourist destination.
More hotels and international hospitality institutions are slated to open, enhancing the country’s tourism infrastructure and contributing directly to bringing in more visitors. Creating a year-round calendar of tourism and entertainment events is also expected to help boost the sector’s GDP contribution, and showcase the country as a global tourism and leisure destination. By developing additional packages tailored for tourists from specific markets in collaboration with tourism partners, Bahrain is seeking to appeal to a range of audiences, while also promoting Bahrain as a joint destination with other GCC countries.
How is Bahrain leveraging its heritage and history to enhance its appeal as a tourist destination?
AL SAIRAFI: Bahrain’s cultural heritage and historical sites – such as Bahrain Fort, the Dilmun Burial Mounds, the Pearling Path and Manama Souq – enhance its appeal as a destination. The kingdom offers attractions spanning more than 5000 years of history, including UNESCO World Heritage sites. Museums and cultural centres, like the Bahrain National Museum, showcase its history and culture. Historic areas such as Muharraq and Manama are undergoing revitalisation to preserve their heritage, while incorporating modern amenities. In addition, the kingdom hosts cultural events and festivals throughout the year, promoting cultural exchange and allowing visitors to explore heritage sites and engage in traditional activities.
Bahrain is committed to safeguarding its cultural heritage through restoration projects and conservation efforts. Initiatives to protect archaeological sites, restore historic buildings, document cultural practices and promote heritage education ensure that cultural legacy remains a cornerstone of tourism in Bahrain.
Which steps is the Ministry of Tourism taking to promote sustainable tourism in Bahrain?
AL SAIRAFI: Bahrain is committed to sustainable tourism practices to ensure long-term environmental and cultural preservation. For example, Exhibition World Bahrain (EWB) supports clean energy practices with a solar power project in Sakhir. Restoration projects and the promotion of UNESCO World Heritage sites attract tourists to landmarks. Efforts to maintain Bahrain’s pearl diving heritage offer tourists unique experiences like diving and snorkelling excursions, ensuring sustainable tourism contributes to Bahrain’s economic development and cultural preservation.
In what ways can Bahrain help boost its profile in the region’s meetings, incentives, conferences and exhibitions (MICE) segment?
AL SAIRAFI: Bahrain’s MICE outlook is promising due to the country’s location, modern infrastructure and business-friendly environment. For example, EWB attracted 800,000 visitors and hosted 186 events in the first year after its November 2022 inauguration. To boost its profile, Bahrain is diversifying its MICE offering, as well as tailoring services, facilities and promotional campaigns to meet the needs of various market segments.
Sustainability is also a priority, with eco-friendly practices integrated into operations. Through intensified marketing efforts, participation in international trade shows and engagement with opinion leaders, Bahrain is enhancing its visibility and appeal as a MICE destination.
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