Sara Ahmed Buhiji leads Bahrain's tourism transformation

The newly appointed CEO of the Bahrain Tourism and Exhibitions Authority, Sara Ahmed Buhiji, is spearheading strategic initiatives to position Manama as the tourism capital of Bahrain and the broader region. Emphasizing the importance of preserving cultural heritage and promoting sustainable tourism practices, Buhiji aims to elevate Bahrain's profile as a global tourist destination.

With a focus on diversifying tourism offerings, Bahrain plans to attract visitors globally by showcasing its rich cultural heritage, including UNESCO World Heritage Sites like Bahrain Fort and ancient burial mounds. The CEO highlighted the country's commitment to sustainability, working closely with the Ministry of Sustainable Development to ensure responsible tourism practices.

Utilizing digital marketing and collaborating with neighboring Gulf Cooperation Council countries, Bahrain aims to collectively market the region as a tourism hotspot. Buhiji identified key focus markets such as China, India, Germany, and the UK, while outlining a vibrant tourism calendar filled with events and festivities throughout the year.

Looking ahead, Bahrain anticipates hosting international events in its state-of-the-art exhibition center, including the Bahrain Jazz Festival, concerts for popular Arab singers, and unique events like a color run and Comic Con. Buhiji drew inspiration from Japan's successful tourism offerings, aiming to create a similar appeal for Bahrain's tourists in the future.

Collaborating with Japan on tourism matters, Bahrain seeks to attract more Japanese tourists and increase investments in the hotel and hospitality sector. As Bahrain positions itself as a premier tourist destination, the CEO remains optimistic about the sector's growth, emphasizing a commitment to excellence, sustainability, and collaboration to welcome visitors from around the globe.