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Bahrain's tourism sector is set for a rebound with a new strategy expected to be unveiled before the end of the year.
Industry, Commerce and Tourism Minister Zayed Alzayani yesterday said the country was ready with its Tourism Strategy 2.0, which will enable it to ‘diversify and go global’ in a post-pandemic world.
He reassured that the country was fully ready to receive visitors, with all safety and health measures in line with the coronavirus (Covid-19) protocols.
“Tourism is one of the priority sectors in Bahrain’s diversification plan,” Mr Alzayani said.
“We started in 2015 with the first publicly announced (five-year) tourism strategy, with much more visibility and clear performance indices and we could achieve it, contributing double to the GDP by the fourth year.
“We want to go forward, expand and diversify, we want to go global and regional as most of our tourists are from within the GCC or the Middle East and also from Russia, India, China and so on.
“We are in the process of launching our Tourism Strategy 2.0.”
The GDN had earlier reported on a unique digital campaign launched in June last year. Titled Ihnee Fee Al Bahrain (Here in Bahrain), it aimed to promote the island as a leading tourist destination and increase the number of visitors, with a special focus on Gulf states. It coincided with #WeWillMeet campaign by the Bahrain Tourism and Exhibitions Authority (BTEA).
The campaign was to run over the span of a year across three phases – Inspirational, Encouragement and Transformation.
“We are looking for the right opportunity and the right time and hopefully we see that (Tourism Strategy 2.0) happening before the end of the year,” added the minister.
Mr Alzayani was speaking at the Asian Business Leadership Forum (ABLF) virtual conclave that gathers global leaders from varied sectors, who spoke about strategies to counter challenges in a post-pandemic world.
The minister was among seven lead speakers at the conclave where Bahrain was being represented for the first time.
The event is one of the UAE’s influential and global leadership platform held in partnership with its Economy Ministry.
Mr Alzayani addressed the topic of “Plans and strategies on bringing the economy back to pre-pandemic levels”.
“I think it’s important for us today, from a tourism point of view, to ensure the safety and health of travellers and people working in the travel and tourism industry,” said the minister.
“We have successfully done it all.
“We have our health system ready to handle it, all facilities are prepped up to match the standards and same goes with aircraft.
“We are ready to receive tourists.
“But I feel we should be agile as it is a changing dynamic every day, with countries being put into red or green lists and transit rules are also changing.
“So we have to look for pockets around the world – where we can go and attract tourists from.”
Mr Alzayani expressed confidence in the growth of the tourism sector in Bahrain.
“Even through the pandemic, we saw continuous investment in the sector – be it products, new routes or infrastructure,” he said.
“So we feel we are just around the corner on the rebounding of the sector.”
The session was moderated by UAE E Treanor Media founder and chief executive Eithne Treanor.
The other speakers were UAE’s Sharjah Investment and Development Authority (Shurooq) executive chairman Marwan bin Jassim Al Sarkal, UAE twofour54 Abu Dhabi chief executive Michael Garin, Landmark Group chairwoman Renuka Jagtiani, Mena Facebook managing director Ramez Shehadi, Talabat chief executive Tomaso Rodriguez and actor and author Kabir Bedi.
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