Bahrain aims to strengthen its position in the regional MICE industry through collaboration rather than competition with neighbouring GCC countries, Sara Ahmed Buhiji, CEO of Bahrain Tourism and Exhibitions Authority (BTEA) and Chairman of Exhibition World Bahrain (EWB), told Arabian Business.
“EWB’s ultramodern amenities, flexible design and advanced technology make it a competitive venue in the regional MICE industry, which allows Bahrain to attract high-value, large-scale international events that have the potential to generate significant economic returns. We see ourselves as complementing the established venues in Dubai, Abu Dhabi and other venues across the GCC countries, rather than competing with them. Our goal is to contribute to the broader vision of promoting the GCC region as a premier MICE destination both regionally and globally,” she said.
EWB, which was inaugurated in November 2022, hosted 240 events in its first year, with international events accounting for 54.2 per cent of the total, Buhji revealed, adding that the facility saw bookings for 8,200,000 square metres of space, demonstrating its capacity to accommodate large-scale events.
Exhibition World Bahrain aims to emerge as a regional MICE hub under tourism strategy Bahrain’s tourism sector marks progress with Exhibition World Bahrain (EWB) reporting over 800,000 visitors in its inaugural year, as the country positions itself as a regional hub for business tourism and MICE events.
“Bahrain has achieved a remarkable milestone, ranking among the top five fastest-growing tourism destinations globally, as highlighted in the September 2024 World Tourism Barometer report,” Buhji said, adding that the country’s tourism strategy plays a key role as well.
The Bahrain Tourism Strategy (2022-2026) targets five key markets–the GCC, UK, Germany, China, and India–and aims to attract over 14 million tourists by 2026.
“These markets were strategically chosen based for their strong potential to drive significant growth in visitor numbers. We are also intensifying our outreach efforts in these regions, through innovative, market-specific campaigns aimed at not only increasing visitor numbers but also fostering but also building lasting connections with our target audiences,” through EWB, she said.
EWB reports 54 per cent in international events in inaugural year
EWB has established partnerships with international organisations, including UFI, ICCA, AIPC, IAPCO, PCMA, IAEE, and ASAE. Informa Markets has launched regional offices in Bahrain, indicating growing international interest.
The venue‘s infrastructure includes 10 exhibition halls and a Grand Hall that accommodates up to 4,000 guests. It provides 1,400 main parking spaces and 2,800 overflow spaces, with shuttle services for transport.
In its inaugural year, the exhibition venue has hosted 240 events, with 130 of these being international events, and 110 local events.
In addition to this, Buhji revealed, the Bahrain Tourism and Exhibitions Authority (BTEA) has implemented an incentive programme to attract major international organisers and associations. This includes customisable event packages, discounted venue rates, and accommodation packages.
“EWB has worked tirelessly to widen cooperation with various international associations by exploring innovative ways of enhancing the tourism and MICE industries, exchanging experiences, especially in the field of business and leisure tourism, and promoting more investments in the tourism sector,” she said, adding that the entity “embarked on identifying niche markets where Bahrain has a competitive advantage or expertise. These include financial technology (FinTech), healthcare, technology, education, sports, renewable energy, and sustainable development.
The country focuses on specific sectors including financial technology, healthcare, technology, education, sports, renewable energy, and sustainable development.
Current development plans include new waterfronts, resorts, and hotels. BTEA provides comprehensive services including licensing, regulatory guidance, investment support, visa assistance, and marketing support for tourism projects.
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