In a region defined by headline-grabbing scale and architectural superlatives, Bahrain continues to carve out a compelling, distinct proposition grounded in accessibility, living heritage, and genuine human connection. As the Kingdom approaches the culmination of its Tourism Strategy 2022–2026, the Bahrain Tourism and Exhibitions Authority (BTEA) is channelling this authentic island character directly into commercial distribution.
From targeting high-yield European and Asian markets to converting major event delegates at Exhibition World Bahrain into leisure staycations, BTEA is equipping trade partners with the itineraries, tools, and local voices needed to close bookings. Speaking exclusively to TTN, Dana AlSaad, Deputy CEO of Marketing and Business Development at BTEA, discusses WTM London priorities, regional brand differentiation, and Bahrain’s innate charm.
A visitor may arrive with a list of places to see, but leave remembering the person who introduced them to a local dish or shared the story behind a craft- Dana AlSaad
Whenever people talk about visiting Bahrain, the very first thing they mention isn't just the skyline or the sea - it’s the warmth of the people. What is it about the Bahraini spirit and community that makes every visitor feel like family from day one?
I think it comes from the way hospitality is part of everyday life in Bahrain. Welcoming someone, making time for a conversation and sharing a recommendation are familiar gestures here. Visitors encounter that warmth in very ordinary moments: speaking to a shopkeeper, asking someone where to eat, or listening to a guide explain what a neighbourhood means to them.
Bahrain’s history as a meeting place has also shaped an openness towards people from different backgrounds. There is a natural curiosity about others and a willingness to make them feel comfortable.
What makes that special is the personal connection. A visitor may arrive with a list of places to see, but leave remembering the person who introduced them to a local dish or shared the story behind a craft.
For us at BTEA, that means giving local people a visible place in the visitor experience. Guides, craftspeople, chefs and small business owners help visitors understand Bahrain through the people who know it best.
What core destination message and packaged experiences is BTEA prioritising at WTM London to convert UK and European trade interest into confirmed bookings?
For the UK and European travel trade, our message is that Bahrain offers a welcoming, culturally rich island holiday with plenty to discover within easy reach. Visitors can spend time exploring heritage, enjoy good food and contemporary hospitality, and still leave room to relax by the sea.
The strongest packages give those experiences a clear shape. A short break might bring together the Pearling Path in Muharraq, Bahrain Fort, a guided food experience and time at a beach resort. For other travellers, an exhibition, sporting event or cultural occasion can be the reason to visit, with additional experiences built around it.
Turning interest into bookings requires practical detail. Travel agents need to understand who a package suits, what is included, how transfers work and where they can book it.
Our focus is on helping trade partners tell that story clearly and translate it into appealing itineraries. Familiarisation visits, useful destination content and close engagement with local operators can give agents the confidence to recommend Bahrain to their customers.
Which international source markets represent your top commercial priorities over the next 12 to 24 months, and what trade campaigns will drive them?
As Bahrain’s Tourism Strategy 2022–2026 approaches its conclusion, our focus is on building on its outcomes in broadening our source markets, diversifying visitor experiences and strengthening tourism’s contribution to the economy. The five priority markets identified under that approach are the GCC, the UK, Germany, India and China.
For us, the practical task over the next 12 to 24 months is to turn that market focus into holidays people want to book. That means understanding different travel preferences and helping our partners develop relevant offers, from family breaks and cultural itineraries to weddings and business events.
We want to support this through targeted trade engagement, agent training, familiarisation visits and campaigns with airlines and tour operators. Our recent appointment of a representation partner in India is one example of that approach. Across these markets, the aim is to give travellers more reasons to choose Bahrain, stay longer and explore more.
With Exhibition World Bahrain attracting major global events, how are you incentivising business delegates to extend their stay as leisure travellers?
The starting point is to show delegates what an extra day or weekend in Bahrain could offer while they are still planning their trip.
Exhibition World Bahrain creates an opportunity to introduce visitors to experiences beyond their event: a guided walk through Muharraq, local dining, a visit to Bahrain Fort or time by the sea.
To encourage an extension, those options need to be easy to arrange. Clear hotel extension offers, convenient transfers and excursions that fit around the event programme can make a difference.
Our role is to encourage organisers, hotels and local operators to bring those elements together. We also want delegates to see Bahrain as somewhere they could return to with their families.
Looking beyond the 2022–2026 tourism roadmap, how will you evolve Bahrain’s global brand to stand out uniquely against larger regional neighbours?
Building on the outcomes of the Tourism Strategy 2022–2026, we want the next phase of our marketing to give people a clearer picture of what a holiday in Bahrain actually feels like; welcoming, easy to explore and full of encounters that make a place memorable.
Our heritage gives us a strong foundation, but the story should also include the Bahrain people experience today, including its food, designers, artists, independent businesses and contemporary hospitality. Together, these give the destination its personality.
From a marketing perspective, that means showing more of the experience through local voices.
A craftsperson explaining their work, a guide sharing a neighbourhood’s history or a chef introducing Bahraini flavours can make the destination tangible for someone who has never visited.
We also need consistency between the story people see and the holiday they can book. Strong imagery and engaging content should lead to clear itineraries and reliable experiences.
Bahrain’s compact size helps visitors combine different interests at a comfortable pace. That accessibility, together with our culture and personal welcome, gives us a distinctive place within the region.
What role will digital booking platforms, AI, and direct OTA partnerships play in BTEA’s long-term commercial distribution strategy?
Digital platforms should make it easier to move from discovering Bahrain to booking a visit. That requires accurate content, clear availability and experiences that customers can find and purchase with confidence.
Online travel agency partnerships can help us reach travellers who already use those platforms to compare destinations and plan holidays. Local hotels and experience providers also need the tools and content to participate effectively.
AI offers possibilities for understanding visitor interests, improving multilingual information and helping people explore suitable itineraries. Its value depends on reliable information and useful recommendations.
Our focus is on using these tools to make Bahrain’s tourism experiences easier to discover and book, while helping local businesses reach more travellers.
From the ancient heritage of the Dilmun civilisation and the Pearling Path to today’s thriving creative scene, what is one authentic piece of Bahraini culture or tradition that you are most proud to share with the rest of the world?
I would choose the tradition of welcoming someone over Arabic coffee and Bahraini halwa. It is a simple experience, but it says a great deal about the importance we place on making time for people.
For a visitor, that moment can open a conversation about family traditions, local flavours or the neighbourhood they are exploring. It creates space to ask questions and hear stories that might never appear in a guidebook.
That is what I would like more travellers to experience; culture through conversation and participation. Bahrain’s heritage, from the ancient Dilmun civilisation to its pearling history, gives visitors much to discover. Everyday traditions such as sharing coffee and halwa add a personal connection to that journey, bringing visitors closer to the people who call Bahrain home.