As part of a new tourism initiative designed to attract more foreign visitors, Bahrain plans to harness authentic Arab culture. Placed towards the top of the agenda is the better use of the country’s beaches and increased focus on the concept of island living.
The plans also include better access for foreign visitors, including port facilities for yachts that arrive in Bahrain from other countries. Details of the international tourism strategy, which has been dubbed Brand Bahrain, were announced recently by Industry, Commerce and Tourism Minister Zayed Al Zayani.
The Arabic slogan for the campaign translates as “our country, your country”, while the English version is “Ours. Yours. Bahrain”. Mr Al Zayani said the campaign would focus on “awareness, attraction, access and accommodation”.
“The first step towards our goal of branding Bahrain’s image is creating awareness and we need to clearly identify what we need to project, which we are doing along with other stakeholders,” he said during the official launch of Brand Bahrain at Four Seasons Hotel, Bahrain Bay.
“When it comes to tourist attractions there are many that are lacking due attention, which needs a revival. “The insufficient use of our beaches and our untapped geographical potential, mainly the island aspect of Bahrain, will be considered.”
Authorities also want to involve more Bahraini people in the tourism industry and plan to licence 100 official Bahraini tour guides by the end of the year.
Spearheaded by the Bahrain Tourism and Exhibitions Authority, the Brand Bahrain initiative is being and aims to promote Bahrain’s heritage, culture, business-friendly environment and arts scene. “We know almost 83pc of the passage to the country is through the causeway, which has concerns of traffic congestion, which we are working on with the Saudi officials,” said Mr Al Zayani.
“The cruise ships and the tourists that they bring in through the port also need further infrastructure development so that we can target more from that sector.
“This will include facilities that are able to receive yachts from the GCC and support yachts moving from north to south in the Arabian Gulf, ”he said.
It is undoubtedly a great initiative to boost the cultural heritage of the region.