Bahrain’s Hospitality and Ambition Shine at ICCA Middle East Summit

“Welcome to Bahrain, Jesús.” The customs officer’s greeting, delivered in perfect Spanish, was a small moment that set the tone for the days ahead, a welcome that reflected the spirit I would encounter throughout the trip.

Author: Jesús Parrado

Held in Bahrain for the first time, the ICCA Middle East Summit gathered association leaders and regional stakeholders to discuss the future of meetings in the Gulf and beyond. Taking place at Exhibition World Bahrain (EWB), the programme combined high-level insights with local engagement.

The event was officially opened by Anju Gomes, ICCA’s Senior Regional Director for the Middle East, and Dutch moderator Robert Daverschot, who kept the audience engaged with live polls and discussions. Khalid Al Zadjali, Chair of the ICCA Middle East Chapter and Director of the Oman Convention Bureau, emphasised the growing popularity of the host destination: “Bahrain stands as a beacon of resilience and innovation in the global meetings industry. This forum marks a pivotal step in shaping the future of tourism and business events in the Middle East”.

According to ICCA Deputy Chair Sumaira Isaacs, the Middle East still accounts for only one to two per cent of the global convention market. Membership growth across the region and sustained investment in infrastructure nevertheless point to a clear determination to expand its role. For Bahrain, hosting the Summit served as a deliberate step in strengthening its MICE positioning. “Business events are at the very heart of our Tourism Strategy 2022–2026, one of its seven key pillars for economic diversification,” said Sara Ahmed Buhiji, CEO of the Bahrain Tourism and Exhibitions Authority and Chairperson of Exhibition World Bahrain. “Perhaps our greatest strength is not just the facilities, it is the Kingdom’s strategic location at the heart of the Arabian Gulf, our culture of hospitality, and our collaborative approach to working with organisers.”

One of the Summit’s thematic highlights was the keynote by consultant Dolores Semeraro on ‘Smart Tourism: Advanced Technologies to Future-Proof the Industry of People’. She explored how artificial intelligence, big data, and human-centred design can reshape visitor experience, citing case studies such as Emirates’ AI-powered services and VisitScotland’s predictive itinerary tools.
 

Her message directly aligned with Bahrain’s broader technological ambitions. The Kingdom launched its National Artificial Intelligence Policy in July 2025, establishing one of the Gulf’s most comprehensive national AI frameworks and providing a roadmap for the ethical deployment of AI across government and society. Bahrain’s commitment to this cause is further demonstrated by its hosting of various sector-specific conferences, Bahrain will host the 2026 IEEE 10th International Conference on Engineering Technologies and Applied Sciences (ICETAS), organised by the University of Technology Bahrain and themed ‘Paradigm Shifts in Industry 4.0: Transforming Economy, Technology, and Efficiency’. Against this backdrop, the Summit’s focus on AI in destination marketing took on particular significance. “Showcasing how AI can transform destination positioning, delegate engagement, and data-driven decision-making sends a powerful message that we are forward-looking, innovative, and ready to lead the conversation,” said Sara Buhiji.

Exhibition World Bahrain: A Regional Landmark

The site inspection at EWB highlighted a venue conceived to compete with the largest international convention centres. With 19 adaptable meeting rooms, high-capacity halls, and the country’s largest kitchen, EWB has already positioned itself as a flagship facility for the region.

The venue was named World’s Leading New Exhibition and Convention Centre 2023 and Middle East’s Leading Large-Scale Wedding Venue 2024 at the World Travel Awards (WTA). That trajectory has now led the WTA to select Bahrain for its first-ever ceremony in the Kingdom, with the Grand Final Gala Ceremony scheduled in December 2025 at EWB, an occasion set to convene leaders from across global travel and tourism. 

In the meetings industry, the EWB will host the 93rd UFI Global Congress in 2026, again the first time the event takes place in the Kingdom. The congress is expected to bring together more than 1,500 exhibition and business events professionals worldwide for keynotes, workshops, and strategic forums.

Alan Pryor, General Manager of EWB, described the venue as more than a building: “This is a space where ideas and innovation come together. We are proud to host events that not only showcase Bahrain’s infrastructure but also its people”.

The venue’s adaptability was a particular highlight, making it equally suited to small gatherings and large-scale events. For visiting media representatives, the focus was on both scale and the seamless integration of hospitality services, which was reinforced by the warmth of the staff who accompanied the inspection.
 

Discovering Bahrain: Culture, Tradition and Modernity

Beyond the sessions, our fam trip offered insight into how Bahrain balances long-standing traditions with contemporary development. The delegates were guided through Showaiter's artisanal sweet makers, where trays of halwa, a spiced, dense dessert made with nuts and aromatic ingredients, showcased the country’s culinary heritage. At the dhow shipyard, craftsmen worked on wooden vessels, recalling Bahrain’s long maritime tradition. Fishermen explained their bread-based bait for fish cages, while a pearl-opening demonstration offered a glimpse into the Kingdom’s historic pearling culture.

At the bustling fish market, the mingling of locals and expatriates underscored Bahrain’s social diversity, a mix of local traditions and international influences. The visit to the Bahrain International Circuit, home of Formula 1, introduced a different angle to the programme, with high-speed karting for delegates at a venue that symbolises Bahrain’s global sporting profile.

Cultural visits deepened the sense of continuity between heritage and hospitality. The Al-Fateh Grand Mosque, the National Museum, the Pearling Path, the Manama souq, and the Bahrain Fort each revealed layers of history. Even modern landmarks such as Avenues Mall demonstrated how Bahrain integrates international standards with a uniquely local welcome.
 

Hospitality as Competitive Advantage

What was evident throughout was not only the coordination, but also the personalised approach. Everyone, from the customs officers to the venue staff and guides, was committed to making visitors feel included, whether it was in the souqs or cafés or during everyday encounters.

“The Middle East is evolving into a powerhouse for business events, and collaboration across borders is key,” said ICCA CEO Dr Senthil Gopinath. “This forum is a testament to the region’s shared commitment to sustainability, innovation, and cultural authenticity”.

In Bahrain, authenticity and hospitality go hand in hand. The fact that locals and expatriates work side by side shows the country's openness, which strengthens its MICE offering. Strategically located between Europe, Africa, and Asia, Bahrain is accessible, but it is the cultural readiness to welcome that may prove its strongest advantage.

By the time I left Bahrain, I confirmed that the initial welcome I received at the airport was more than just routine courtesy; it was an early indication of the consistent hospitality that defined my entire visit. They captured a philosophy that defines the Kingdom’s role in the meetings industry, prioritising connection, shared learning, and collaboration, all grounded in a culture of genuine hospitality.

For more on Bahrain’s strategic direction, read our interview with Sara Ahmed Buhiji, CEO of BTEA and Chairperson of Exhibition World Bahrain.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.