Interview: Sara Ahmed Buhiji
What key factors are attracting investors seeking to engage in the kingdom’s tourism industry?
SARA AHMED BUHIJI: Bahrain offers a variety of tourism assets, making it an appealing destination for travellers and investors. Collaboration among government entities – including the BTEA, the Bahrain Economic Development Board, the Labour Fund (Tamkeen), and the Bahrain Authority for Culture and Antiquities – supports sector growth and helps promote investment opportunities. These efforts are bolstered by Bahraini embassies, which connect potential investors with these prospects.
Key initiatives include partnerships with travel agencies and airline companies, targeting markets such as China, the GCC, Germany, India and the UK. Bahrain’s Tourism Strategy 2022-26 aims to diversify income sources, boost GDP growth and create job opportunities for young Bahrainis. A modern tourism licensing and regulatory ecosystem is being developed to attract global investment and visitors. Moreover, Bahrain is focusing on eco-tourism and waterfront developments.
Where do you see the impact of global tourism trends on Bahrain’s industry strategy?
BUHIJI: Global trends influence Bahrain’s strategy, especially in sustainable tourism. Many accommodation providers champion sustainability, and the kingdom has invested heavily in eco-tourism. Bahrain’s strategy focuses on seven pillars: maritime and waterfront attractions; meetings, incentives, conferences, exhibitions and business; sport and recreation; culture and heritage; leisure and entertainment; media and film; and medical and well-being. This approach supports eco-tourism and underscores the kingdom’s commitment to job creation, cultural heritage and wildlife conservation.
Key eco-tourism attractions include Bahrain Fort, the Pearling Path and the Dilmun Burial Mounds, which are all UNESCO World Heritage Sites that showcase the kingdom’s history. Adventure tourism is another emerging trend, with Bahrain developing offerings like scuba diving, pearl diving and off-road expeditions. These activities appeal to adventure seekers and highlight the kingdom’s landscapes and cultural heritage.
How are tourism practices in Bahrain helping the kingdom achieve its clean energy goals?
BUHIJI: One example of the kingdom’s efforts in this regard is Exhibition World Bahrain (EWB), which actively supports Bahrain’s renewable energy goals, including increasing the share of clean energy in the kingdom’s electricity mix to 5% by 2025. EWB has significantly reduced its carbon footprint by incorporating energy-efficient technologies and renewable energy sources, such as thermally insulated construction materials, advanced heating, ventilation and air-conditioning systems, and building management systems optimised for energy use. The venue also features LED lighting, natural daylight and motion sensor lights.
To what extent is technology being leveraged to enhance the visitor experience and operational efficiency within the tourism industry?
BUHIJI: The industry is embracing technology to innovate, improve service delivery and create memorable experiences. Online booking systems and mobile apps allow tourists to easily research and book accommodation, tours and activities in Bahrain. This convenience enhances accessibility and flexibility for visitors. Tourism apps and digital guides provide personalised recommendations, interactive maps, audio descriptions and real-time updates on events, weather and attractions. These apps enhance the visitor experience by providing tailored information and navigation assistance.
In addition, we are utilising digital marketing strategies and social media platforms to promote tourism in Bahrain, engage with travellers and enhance destination visibility globally. This digital presence helps attract and influence potential visitors to the kingdom.
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