From historical sites to colourful souqs; from bustling shopping malls to luxury resorts and sun-kissed beaches, Bahrain is the ideal travel destination. And it’s no secret that Kingdom has been laser-focused on growing the tourism sector with its comprehensive tourism strategy (2022-2026).
Under the dynamic leadership of HE Fatima bint Jaffar Al Sairafi, the Minister of Tourism, the sector has seen phenomenal growth in 2022 and the results speak for themselves.
Consider this:
- Tourism revenue over-achieved its target for 2022 by 50 per cent growing to BD1.5
billion - 9.9 million tourists visited Bahrain in 2022, up by 19% over the target number of 8.3 million
- The island is playing host to 14 destination weddings in the first quarter of 2023
- Bahrain has signed agreements with more than 100 tourism agencies across the world to increase the influx of tourists in the coming years
In an interview with Life N Style, the Minister shared the Kingdom of Bahrain’s tourism strategy and emphasised her eagerness to strengthen collaboration with private sector organisations and international tourism offices with a view to attracting more tourists to the Kingdom and her vision for the future of the sector.
2022 was quite an eventful year for the Bahrain Tourism and Exhibition Authority with the launch of several prominent projects such as the Exhibition World Bahrain, Al Dana Amphitheatre, and many others, all of which are helping to increase the tourist flow to Bahrain – Can you give us a sneak peek into what the BTEA has lined up for us this year?
HE Fatima bint Jaffar Al Sairafi: The Authority is working on several projects, including activities and events as well as working to attract tourists through agreements with international offices and streamlining tourist visa procedures.
We are collaborating with the relevant authorities to enhance the visa and the air transportation systems between Bahrain and countries with whom tourism cooperation agreements have been signed. We have created a schedule to coordinate events throughout the year in order to attract more tourists and visitors.
We are also running promotional campaigns in targeted markets and cities as well as participating in international tourism exhibitions to promote Bahrain as a desirable tourist destination and a hub for conferences, exhibitions and weddings.
This strategy has been developed in cooperation with the private sector and Gulf Air.
We are working to update the Tourism Regulation Law and are offering assistance and support for hotels, international restaurants and other businesses which attract tourists to the Kingdom.
We have seen a massive push to promote Bahrain across the globe, and last year it was reported that 11,000 tourists from countries like Spain, Russia, France, Germany and the UK visited Bahrain as part of a cruise. With the numbers of these ship-based tourists likely to increase this year – what provisions will the BTEA introduce to cater to such a high demand?
HE Fatima bint Jaffar Al Sairafi: The Authority has developed a plan for the years 2022-2026, which anticipates an increase in the number of tourists visiting Bahrain from 11.7 million this year, to 14.1 million in 2026. The Authority has prepared for the increased number of tourists through creating plans that can accommodate, attract and meet tourist expectations, whether they are in Bahrain for business or leisure.
We are currently developing the Galali coast while developing new tourist hotspots and waterfronts in Manama and Muharraq. Exhibition World Bahrain, which opened at the end of last year, is one of the most notable examples of exhibition tourism infrastructure in the region.
There are projects where the private sector works with the Authority to expand recreational and MICE – as well as sports tourism – and there are other projects where the private sector collaborates to meet the aspirations of tourists.
In a bid to increase regional tourism, we saw Bahrain play host to several marquee names like Eric Clapton, Abdul Majeed Abdullah, Post Malone and DJ Tiesto. Furthermore, comedian Kevin Hart is performing in Bahrain this February. Who else we can hope to see in Bahrain this year?
HE Fatima bint Jaffar Al Sairafi: There are many entertainment, cultural and sports events included in the calendar planned for 2023, including concerts by local, Arab and foreign stars. This program began on January 20th with a concert by Kuwaiti singer, Nawal at the Al Dana Amphitheatre, followed by a concert featuring Imagine Dragons on January 24th.
February looks to be just as exciting, with Kevin Hart performing, a Greta Van Fleet concert that took place on February 2nd and Jack Harlow performing on February 23rd. Andrey Rieu and the Johann Strauss Orchestra and the Spring of Culture Festival will also be events of note in February. The full program can be viewed on (calender.bh).
You have been at the forefront of cultivating the island’s reputation as the ideal location for destination weddings – especially targeting the Indian subcontinent. The project has been a tremendous success but must have come with its own set of hurdles – what were the biggest challenges you faced during this time and how did you overcome them?
HE Fatima bint Jaffar Al Sairafi: Promoting the Kingdom of Bahrain as a destination for weddings has been the work of a devoted team within the Authority in recent years. As a result, the overall number of guests for weddings held between 2017 and now has increased significantly to 12,466. The number of weddings is projected to rise this year, after we agreed the hosting 4050 guests for 14 weddings from East Asian, Arab, and Gulf countries during the first half of 2023.
How do these wedding events hosted by the Wedding Island Team contribute to boosting tourism and its economic impact?
HE Fatima bint Jaffar Al Sairafi: The BTEA strategy consists of attracting exotic weddings and hosting international wedding organizers, expanding the network of wedding specialists, discussing the expansion plans in targeted markets, coordinating with others in various countries. Our additional efforts are in line with our key plans to develop wedding tourism in Bahrain through the “Island Wedding” initiative, including a variety of offers that appeal to families and tourists from all over the world. A great impact lies mainly due to various surreal landscapes and exceptional venues in Bahrain with international highly ranked tourism institutes, islands, beaches, the Bahrain International Circuit, and heritage-based locations that host such exotic weddings, making Bahrain a favorable place for organizing plenty of prominent hotel chains that suit all wedding parties and pre-wedding occasions in general.
There has been a considerable focus on family tourism – not just from the region but locally as well. There were several events in 2022 such as festivals, Bazaars, and the New Year fireworks being organized across the Kingdom with a view to encouraging local businesses – what are the plans for similar events this year?
HE Fatima bint Jaffar Al Sairafi: Festivals, retail events, and archaeological sites are all attractive family tourism destinations. Bahrain is known for offering unique, family-friendly options – through entertainment, museums, and exhibitions or Bahrain’s many waterfront destinations.
Recently there has been a particular focus on developing and increasing the number of beach-front properties despite the often-cited view that Bahrain doesn’t have that many public beaches – can you give us an insider peek at what we can hope to see on this front in 2023?
HE Fatima bint Jaffar Al Sairafi: On the contrary, the Government has plans to provide many public spaces overlooking the sea. The Ministry of Tourism is contributing to the activation of these plans.
Bilaj Al Jazayer Beach is one of the most important tourist destinations for families and friends. While Marassi Beach offers a rich experience for the visitor, whether local or foreign, through organizing a variety of beach and water sports, not to mention the seafront restaurants. Many cultural events are held on those beaches, and they are well prepared to receive visitors originating from within and outside of Bahrain.
The “Saada” project, which provides excellent services to visitors directly on the sea, has been a resounding success and the Ministry is preparing to launch a waterfront development on the coast of Galali.
The Dar Islands Sea Resort offers pearl diving and cruises to Jarada Island, where visitors can enjoy swimming in its crystal-clear waters and learn about the various species of coral reef as well as dolphin watching.
We have also signed an agreement to work together with the Royal Foundation for Rescue and Water Safety, aiming to provide safe beaches and water tourism for the community and visitors to the Kingdom.
Bahrain has a rich history and has several locations that have a unique ‘old-world’ charm; what sites should be on the must-see list for any tourist coming to Bahrain?
HE Fatima bint Jaffar Al Sairafi: I recommend visiting the Authority’s website and Instagram account (@calendar.bh), which includes the details of all kinds of tourist sites, as well as programs developed specifically for visitors. The website provides tourists with all the information they could ever need concerning the Kingdom’s sites.
What is your vision for tourism in Bahrain and how do you see the sector growing and increasing its contribution to GDP in line with the Economic Vision 2030?
HE Fatima bint Jaffar Al Sairafi: Inbound tourism to the Kingdom of Bahrain during the last year saw steady growth as compared to previous years. The total number of visitors to Bahrain reached 2,990,614 visitors during the third quarter of 2022, representing an increase of 31% compared to the second quarter.
The second quarter of 2022 saw 2,278,279 visitors coming to Bahrain, up 38% from the first quarter when the number of visitors reached 1,652,557.
Inbound tourism to Bahrain exceeded pre-pandemic levels by 18% in the third quarter of 2022, compared to the same period in 2019, which saw 2,539,988 visitors come to the island.
The e-government statistics recorded 2,991,000 visitors coming for tourism purposes to the Kingdom in 2022. This represents an increase of 124% from the previous year, which recorded 1,335,000 visitors. The number of tourist nights in 2022 increased by 38% compared to 2021, as the number of nights spent in Bahrain by tourists reached 2,989,000 nights in 2021 and increased to 4,139 million nights in 2022. Total inbound tourism revenues reached BD 456 million this year, recording an increase of 74% over the previous year and 46% over 2019.
