The Kingdom of Bahrain recently launched its new tourism identity under the slogan of ‘Ours. Yours’. The new slogan is 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 at the Arabian Travel Market (ATM) 2016.
“Our strategy is based on four pillars ‘awareness, attraction, access and accommodation,” said Shaikh Khaled Bin Humood Al-Khalifa, chief executive officer of the Bahrain Tourism and Exhibition Authority (BETA).
The Kingdom plans to revamp its access points for foreign visitors including modernization 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, UK, France, Russia, Germany and India. The offices will be dedicated to promoting Bahrain as an ideal destination and increase flow of tourists each year from these countries,” he added.
The tourism sector in the Kingdom of Bahrain direct contribution to the GDP is around USD$700 Million – around 3.6% – according to the statistics published for the year 2015, an increase of up to 9% 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 4% of the total workforce in Bahrain. The total investment in the travel and tourism sector in the Kingdom last year amounted to US$280 Million.
The Bahrain Tourism and Exhibitions Authority will start promoting the new brand across a number of regional and international events in order to stimulate foreign investment and attract tourists.
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