Diana Farah

DUBAI: The newly appointed CEO of the Bahrain Tourism and Exhibitions Authority Sara Ahmed Buhiji shared with Arab News Japan insights into the kingdom’s ambitious vision for tourism development.

Buhiji revealed strategic initiatives aimed at positioning Manama as the tourism capital of Bahrain and the broader region while emphasizing the preservation of cultural heritage and sustainable tourism practices.

“Our goal is to position Manama as the tourism capital and elevate Bahrain’s profile as a global tourist destination,” she explained.

Reflecting on the inspiration behind accepting the role, the CEO expressed gratitude, stating: “I used to work in the Office of the Prime Minister and served as a board member in the tourism authority. I see this as an opportunity to build on my experience and contribute to Bahrain’s tourism sector.”

When asked about specific strategies for attracting tourists, Buhiji told Arab News Japan: “Our vision is to diversify tourism offerings and showcase Bahrain’s rich cultural heritage. We aim to attract visitors globally by providing unique experiences, such as exploring UNESCO World Heritage Sites like Bahrain Fort and the ancient burial mounds.”

With sustainable tourism on the rise, the CEO said Bahrain’s commitment to sustainability is no exception.

“We’re committed to integrating sustainability practices into Bahrain’s tourism industry. Preservation of cultural and heritage sites is paramount, and we’re working closely with the Ministry of Sustainable Development to ensure responsible tourism,” Buhiji said.

In discussing marketing strategies, the CEO highlighted the role of digital marketing and collaboration with neighboring Gulf Cooperation Council countries. “Digital marketing is key for us,” she stated. “We’re partnering with other GCC nations to collectively market the region as a tourism hotspot. Collaboration is essential in promoting the Gulf as a unified destination.”

Buhiji said their main focus markets include visitors from China, India, Germany, and the UK.

Looking ahead, the CEO outlined Bahrain’s vibrant tourism calendar, featuring events and festivities throughout the year.

“We have a busy calendar ahead, including celebrations for His Majesty the King’s silver jubilee and a series of cultural and entertainment events,” Buhiji told Arab News Japan. “We’re also excited about hosting international events in our state-of-the-art exhibition center.”

Some of the events include the Bahrain Jazz Festival, concerts for popular Arab singers, a color run and Comic Con, which are all happening in April.

Buhiji explained that one of her favorite countries for inspiration was Japan. She added that when the tourism authority does its research, “one of the main success stories is Japan.”

She said: “Japan’s attractions make for a unique offering for tourists. We are trying to create a similar offering to Bahrain’s tourists.”

Buhiji said, however, that such attractions will need time to be ready, and for now, the authority is working on the “beach side of Bahrain.”

Bahrain and Japan have collaborated previously on tourism matters, with the authority meeting with Japanese officials last year to attract more Japanese tourists and increase Japanese investments in the hotel and hospitality sector in Bahrain.

In conclusion, the CEO expressed optimism for Bahrain’s tourism sector, stating: “We’re committed to excellence, sustainability, and collaboration. As Bahrain continues to position itself as a premier tourist destination, we look forward to welcoming visitors from around the globe.”