The Kingdom of Bahrain has revealed ts new tourism identity under the slogan of ‘Ours. Yours’ in a step to further develop the tourism sector as a main contributor to the national economy.
The new identity was unveiled by the Bahrain Tourism and Exhibitions Authority to the regional market at ATM.
“The new brand embraces the country’s biggest asset, its people – their warmth and welcoming attitude. It’s the culmination of our efforts to develop an integrated strategic approach towards elevating the industry by attracting investors and providing a suitable environment to incubate tourism projects. Our strategy is based on four pillars ‘awareness, attraction, access and accommodation,” said CEO, Bahrain Tourism and Exhibition Authority (BETA), Shaikh Khaled Bin Humood Al-Khalifa.
The Kingdom plans to revamp its access points for foreign visitors including the modernisation programme for the Bahrain International Airport which result in increasing the capacity to 14 million visitors annually and port facilities for yachts that arrive in Bahrain from other countries.
“We will soon be launching representative offices in the Gulf region, the UK, France, Russia, Germany and India. “The offices will be dedicated to promoting Bahrain as an ideal destination and increase the flow of tourists each year from these countries,” he added.
The tourism sector in Bahrain in terms of direct contribution to GDP is around $700 million – around 3.6 per cent – according to the statistics published for the year 2015, an increase of up to nine per cent when compared to 2014. It is also expected that the tourism sector revenues will increase to one billion dollars by 2020. The industry currently provides more than 31.5 thousand jobs, accounting for four per cent of the total workforce in Bahrain. The total investment in the travel and tourism sector in the Kingdom last year amounted to $280 million.
“By deploying a new identity, we will be able to consolidate and streamline all marketing campaign in order to convey the message internationally thus resulting in an increase in the number of passengers to Bahrain,” said Shaikh Khalid.
The Bahrain Tourism and Exhibitions Authority also noted it will start promoting the new brand across a number of regional and international events in order to stimulate foreign investment and attract tourists.