By Staff writer
Gulf kingdom says its new strategy is based on four pillars of awareness, attraction, access and accommodation
Bahrain on Tuesday launched its new tourism identity under the slogan of 'Ours. Yours' as part of plans to further diversify the national economy away from its dependence on oil.
The new identity was unveiled by the Bahrain Tourism and Exhibitions Authority to the regional market at the Arabian Travel Market in Dubai.
The kingdom plans to revamp its access points for foreign visitors including a modernisation program for the Bahrain International Airport which result in increasing its capacity to 14 million visitors annually as well as upgrading port facilities for yachts.
"The new brand embraces the country's biggest asset, its people - their warmth and welcoming attitude. It's the culmination of our efforts to develop an integrated strategic approach towards elevating the industry by attracting investors and providing a suitable environment to incubate tourism projects," said Shaikh Khaled Bin Humood Al-Khalifa, CEO of the Bahrain Tourism and Exhibition Authority (BETA).
He said the strategy is based on the four pillars of awareness, attraction, access and accommodation.
"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 the flow of tourists each year from these countries," he added.
Bahrain's tourism sector contributed around $700 million - around 3.6 percent of GDP - in 2015, and is expected to increase to $1 billion by 2020.
The industry currently provides more than 31,500 jobs, accounting for 4 percent of the total workforce in Bahrain while total investment in the travel and tourism sector last year amounted to $280 million.
"By deploying a new identity, we will be able to consolidate and streamline all marketing campaign in order to convey the message internationally thus resulting in an increase in the number of passengers to Bahrain," said Shaikh Khalid.
"We are hoping to place Bahrain on the world map by not only showcasing its 'authentic culture and heritage' but also the harmonious blend of an old and modern, business-friendly world," he added.
The Bahrain Tourism and Exhibitions Authority said in a statement that it 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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