COUNCILLORS are calling for the deployment of new tourism ambassadors in diplomatic missions around the world to promote Bahrain as an attractive destination for visitors.
Muharraq Municipal Council chairman Abdulaziz Al Naar has proposed that special tourism envoys be stationed at embassies and consulates to highlight the kingdom’s attractions, activities and programmes as well as promote it through new identities.
He added that the Tourism Ministry and the Bahrain Tourism and Exhibitions Authority (BTEA), in partnership with the Foreign Ministry, could test the concept next month as international markets open up for the summer season.
“Bahrain has what it takes to make it a favourable destination not just for GCC nationals, but for people from all around the world,” said Mr Al Naar.
“Its beautiful historic attractions, wonderful beaches and people’s hospitality are sure to charm visitors,” he added.
“There are arrangements with travel agents, offices or firms abroad, but we have to take tourism to a higher level with special tourism attachés in embassies and consulates.
“The envoys, who I believe should have diplomatic status, would be able to give tourism in Bahrain the necessary push.”
Mr Al Naar also believes it is time for Bahrain to launch a new tourism identity similar to ‘Made in Bahrain’ for local products.
“The tourism slogan ‘Bahrain Ours Yours’ needs rebranding, markets have changed and people want something more interactive and appealing,” he said.
“The current slogan has served its goal and the government should consider a new tourism identity as a relaunch or remarketing,” he said.
“Different identities could be introduced at multiple destinations. It needn’t be a unified logo, there are different markets and each of them should be targeted with a unique strategy.
“This move will get us wider attention as we have different attachés promoting similar or varying attractions, activities or events to new audiences.”
Since July last year, transit passengers travelling through Bahrain International Airport (BIA) have been allowed to experience the kingdom’s rich culture and heritage first-hand while waiting for their connecting flights.
The deal was brokered at the time by Gulf Air, Bahrain Airport Company (BAC) and BTEA in partnership with Kanoo Travel.
Passengers with layovers ranging from five to 24 hours can avail of a free city tour, taking in Bahrain’s landmarks and historical hotspots.
The three-hour tours are offered twice daily from 9am until noon and 7-10pm through advanced online booking.
“I believe the transit offer is one of the best ideas ever to promote the country,” said Mr Al Naar.
“Unfortunately, there is not much to do in three hours as one site may take that long,” he said.
“The Pearling Path in Muharraq alone takes three hours and so does the Old Manama Suq and surrounding attractions, while taking into account heavy traffic congestion.
“We need to build on this, not just having those locations promoted for transit passengers, but also through international markets in Europe, Asia, North and South Americas.”
Mr Al Naar said the F1 Gulf Air Bahrain Grand Prix 2024 needs to be used as a platform to promote everything in the country throughout the year. “I am not an expert but I have ideas that could help elevate tourism in the country, F1 is our biggest attraction, but there is much more.”
Tourism Minister Fatima Al Sairafi told MPs last week that tourism contribution to the GDP stood at seven per cent at the end of 2022, which was the highest ever since the formation of BTEA.
She added that the sector was growing and the number of tourists surged by 25pc last year compared to 2022, with tourism revenues increasing by 30pc between both years.
The minister pointed out that the main target tourist markets are the GCC and that they see potential in American, Chinese and Indian tourist markets, amongst others.
mohammed@gdnmedia.bh
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