Bahrain to develop more packages for ‘priority’ UK market

The Bahrain Tourism & Exhibitions Authority (BTEA) has identified the UK as a priority growth market with plans to develop more packages for British travellers.

The majority of tourism to the country currently comes from Saudi Arabia, with Germany and the UK its biggest European markets.

Chief executive officer Sara Ahmed Buhiji told Travel Weekly the UK was one of her “main targets”, adding: “It is important for us to work on packages for agents and customers from the UK to come to Bahrain.

“It is the only island in the region, so water sports like diving and snorkelling are everywhere which is a unique selling point.

“UK agents and travellers can expect more combined itineraries with neighbouring destinations in future. We are not competing with other countries the region but complementing them.”

Marketing director Maryam Toorani said more single centre packages were also on the horizon as the tourism board targeted building more awareness among UK agents, with plans for more fam trips and increased trade engagement.

Buhiji highlighted other elements British travellers may not know about the destination, such as the fact it has three Unesco-listed historical sites and a Pearling Path nodding to its history in the pearl and gem trade.

“We are trying to transform our history into an immersive experience and we can only do that through collaborating with the private sector and government stakeholders to make sure we have a great offering for the UK market,” she said.

Buhiji also outlined ambitions to widen its sector appeal to luxury and adventure travel, in addition to building on its Formula 1 success which has seen “an entertainment city” developed around the driving circuit.

Toorani added: “People know about Bahrain in the UK as we have a longstanding history, but they may be pleasantly surprised by the range we have to offer.

“We want Bahrain to be top of mind for UK agents to offer their clients.”