Bahrain welcomed over 100 delegates to the first-ever ICCA Middle East Summit, held from September 1 to 2 at Exhibition World Bahrain (EWB).
The summit addressed themes such as positioning Bahrain as a leading business events destination, harnessing AI for destination marketing, and driving tourism growth through innovation, inclusivity and sustainability.
Delegates also took part in a site inspection of EWB to experience first-hand the venue’s state-of-the-art facilities for international business events.
Sara Ahmed Buhiji, CEO of the Bahrain Tourism and Exhibitions Authority (BTEA) and chairperson of EWB said that hosting the ICCA Middle East Summit is a key part of Bahrain’s strategy to become a major business events hub.
She said that while Bahrain has always been known for its hospitality, those qualities are now being leveraged to make business tourism a cornerstone of national growth.
“Through our tourism strategy 2022-2026, we are positioning MICE and business events at the heart of how we can share Bahrain’s story with the world. Hosting this summit is not just showcasing a venue, it is about showcasing Bahrain as a destination which is small in size but bold in vision,” she added.
Meanwhile, Karina Lance, vice president of Dubai Business Events, shared about the Emirate’s journey to becoming the first autism-certified destination in the Middle East and the only one in the Eastern Hemisphere.
“Inclusivity is really in the DNA of Dubai. We want to develop our destination and double our economy while also empowering women, SMEs and youth,” said Lance.
Speaking on the region’s growing influence, Khalid Al Zadjali, chair of the ICCA Middle East Chapter, said: “The Middle East’s share of global convention business has risen from one to two per cent. The numbers may still be small but the impact is significant in terms of knowledge exchange and economic contribution.
“With 50 ICCA members in the Middle East, we aim to expand this further.”
