As a stunning archipelago of 33 islands bathed in year-round sunshine and surrounded by turquoise waters, Bahrain is embracing its unique geography to elevate both leisure and MICE tourism. The Kingdom’s tourism vision centres on transforming Bahrain into a premium island destination - backed by a growing marine tourism industry, rich cultural heritage and dynamic culinary offerings.
Visitors are increasingly drawn to Bahrain’s distinctive beach experiences and water-based activities, from scuba diving and dolphin-watching tours to sailing and private yacht charters. Locations like the Hawar Islands, home to the world’s second-largest dugong population, offer immersive marine encounters, while the revival of pearl diving experiences connects travellers to Bahrain’s maritime legacy. These seaside experiences, alongside opportunities for investment in marine-based services, are part of the Kingdom’s broader strategy to appeal to high-value leisure and business segments. Businesses that focus on seaside and maritime services will find Bahrain to be an ideal location for growth due to its island status. It offers a wide range of water sports, such as jet skiing, snorkelling and scuba diving, as well as a diversified marine life that is historically and culturally significant. Additionally, there are several investment prospects in this potential domain. Beyond the success of Exhibition World Bahrain (EWB), the kingdom is widening its horizons to position itself as a complete MICE destination. With its vibrant culture, robust aviation network and a growing portfolio of diverse venues, Bahrain is integrating weddings, wellness retreats and citywide events into its national strategy; cementing its role as a versatile host for global gatherings. A strategic focus for the Bahrain Tourism and Exhibitions Authority (BTEA), led by CEO and EWB Chairman Sara Buhiji, has been to cultivate a nationwide MICE ecosystem that spreads impact far beyond a single venue. The authority continues to promote Bahrain’s credentials for hosting association meetings, government-to-business forums and incentive events across the island. “We foster strong public - private partnerships with industry stakeholders such as event management companies, hotels, DMCs, airlines and other tourism-related services. These partnerships help in creating world-class infrastructure and organising high-profile events,” Buhiji said. DESTINATION WEDDINGS AND BESPOKE CELEBRATIONS Bahrain is increasingly attracting international weddings, particularly from the Gulf, India, the UK and beyond. The Kingdom has played host to more than 100 weddings since 2017, welcoming over 40,000 international guests. Its unique combination of beachfront resorts, heritage sites and luxury hospitality options has made it an ideal canvas for destination celebrations. With full-service offerings from hotels, private island resorts and traditional venues, the BTEA has developed compelling packages that include accommodation, catering, décor and local experiences. CRUISE AND AIR CONNECTIVITY Last year’s landmark events also comprise the 9th UN Tourism World Forum on Gastronomy Tourism and the 29th Routes World 2024–both held at EWB for the first time in the Middle East. MICE momentum in Bahrain is also being fuelled by growing airlift and cruise tourism infrastructure. Gulf Air has expanded its international footprint with direct routes to China, India, Europe and key regional hubs. Meanwhile, Bahrain International Airport offers seamless processing and increased flight frequency, catering to the needs of MICE organisers. “Bahrain stands as a vibrant entry point to the Middle East and North Africa region’s $4.3 trillion market,” said Buhiji. “Distinguished by low entry barriers and unparalleled market access to the Gulf's burgeoning economies, the Kingdom offers a conducive environment for hosting corporate events.” In parallel, the Kingdom is tapping into the cruise tourism boom. During the 2024–2025 season, over 40 cruise ships are expected to dock at Khalifa Bin Salman Port, bringing in an estimated 100,000 visitors. These visitors contribute not only to leisure tourism but also to meetings and cultural activities that are increasingly tailored to cruise itineraries. ACROSS THE CAPITAL AND BEYOND While Manama continues to serve as a key destination for MICE tourism, Sakhir has emerged as a meetings powerhouse, anchored by the impressive EWB. As one of the largest and most modern venues in the region, EWB has fast become integral to Bahrain’s MICE infrastructure, attracting international exhibitions, high-level conferences and large-scale corporate gatherings. Meanwhile, from the heritage-rich alleys of Muharraq to the sun-drenched shores of Zallaq, the island’s network of major hotel brands, boutique resorts and cultural venues are also stepping up, offering dynamic settings for retreats, meetings and incentive events. Recent investments in waterfront developments, beach clubs and multi-purpose venues have further broadened the scope for organisers seeking versatility and flair. Supporting this growth, BTEA has strategically aligned the kingdom’s MICE offerings with its globally competitive sectors, including financial services, energy, technology and healthcare. TOWARD A HOLISTIC MICE IDENTITY As the MICE industry evolves, Bahrain is distinguishing itself not simply by scale, but by flexibility and depth. From intimate wellness gatherings and weddings to high-powered summits and citywide festivals, the country is offering tailored, multi-sensory experiences for both delegates and hosts. Bahrain’s readiness to adapt to digital and sustainable event practices positions it well in a competitive region. “The MICE industry is rapidly adopting technology to enhance the visitor experience, streamline event management and provide personalised services,” Buhiji concluded. “Attendees now expect more personalised and customised experiences. Such expectations could mean tailored event agendas, personalised incentives, or exclusive experiences for certain participants. The focus is on providing memorable, engaging experiences that go beyond the traditional conference format.”