Interview with Sara Ahmed Buhiji, BTEA CEO

Twoo weeks ago, HQ sat down with Sara Ahmed Buhiji, CEO of the Bahrain Tourism and Exhibitions Authority (BTEA) and Chairperson of Exhibition World Bahrain (EWB), following the ICCA Middle East Summit in Bahrain. At a key time for the Kingdom's MICE strategy, she talks about how Bahrain is using its new infrastructure, national AI framework and long-term sustainability plans to establish the Kingdom as a reliable gateway between the Middle East and the rest of the world.

Headquarters: You took up the leadership of the Bahrain Tourism and Exhibitions Authority and Exhibition World Bahrain at a defining moment for the Kingdom's MICE ambitions. Could you please describe Bahrain's evolution as a business events destination, and how this aligns with the Bahrain Tourism Strategy 2022–2026 and its vision for economic diversification?

Sara Ahmed Buhiji: Business events are the very heart of Bahrain's Tourism Strategy 2022-2026, one of its seven key pillars for economic diversification. The Kingdom offers a strong value proposition: excellent governance, 100% foreign ownership, modern amenities, and world-class infrastructure. These factors bring year-round activity, high-spending visitors, and long-term knowledge transfer, which create a sustainable impact that strengthens our national economy. 

The launch of Exhibition World Bahrain (EWB) – one of the largest and most versatile convention and exhibition centres in the Middle East – marked a turning point. EWB enables us to host events ranging from intimate summits to mega-conferences with thousands of delegates. Combined with seamless visa facilitation, world-class connectivity through the award-winning Bahrain International Airport, and generous incentive programmes, Bahrain is increasingly the venue of choice for international associations and globally renowned exhibitions. 

But perhaps our greatest strength is not just the facilities – it's the Kingdom's strategic location at the heart of the Arabian Gulf, our culture of hospitality, and our collaborative approach to working with organisers. This combination positions Bahrain as a preferred global hub for MICE events, directly advancing our diversification goals. 

HQ: Bahrain's three-year Association Relationship Partner agreement with the International Congress and Convention Association (ICCA) has already yielded visible results, including hosting the ICCA Middle East Summit this September. What impact has this partnership had on enhancing Bahrain's profile among international associations? What are the potential benefits of the summit's focus on AI in Destination Marketing for the region's business events landscape?

SAB: Our Association Relationship Partner (ARP) agreement with ICCA has been transformative. It embeds Bahrain within a global network of associations, enhancing visibility and credibility while creating opportunities for knowledge exchange. The results are already precise: we have hosted ICCA workshops, technical tours, and high-level networking events that introduced Bahrain's capabilities to influential association leaders for the very first time. 

Last year, we successfully hosted the ICCA Workshop for the first time in Bahrain. We also hosted a landmark gathering of international association leaders, marking the first event of its kind in the Kingdom. This prestigious event brought together dignitaries, industry leaders, and key stakeholders from various sectors, including MICE, healthcare, tourism, and other vital industries.

The ICCA Middle East Summit is another significant milestone. It brings decision-makers from across the globe to experience Bahrain's offering firsthand and positions EWB as a regional leader in association meetings. It also provides our local stakeholders with a platform to engage with global peers, thereby strengthening their ability to bid for and host major events. 

The summit's focus on AI in destination marketing aligns with Bahrain's National AI Strategy, and 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 on how technology will shape the meetings industry of tomorrow.

HQ: The Summit's AI theme is being launched at a time when Bahrain has launched the National Artificial Intelligence Policy, representing one of the most comprehensive national AI frameworks in the Gulf region. This policy is a strategic roadmap for ethical AI deployment across government and society, which is likely to attract major events in that field. From smart venue operations to AI-powered tourism analytics, how do you see these innovations transforming the delegate experience and Bahrain's competitive edge?

SAB: We view artificial intelligence as a strategic advantage for Bahrain, as it is already revolutionising the design and delivery of events. At EWB, we are integrating digital tools across the entire event journey — from innovative venue management systems to AI-powered analytics that help organisers better understand delegate behaviour and preferences. 

For delegates, this means seamless logistics, personalised recommendations, and enhanced engagement before, during, and after an event. For organisers, it means more precise targeting, more efficient operations, and deeper insights into the event's impact. 

Moving forward, we are building the infrastructure for hybrid and multi-location events powered by AI, ensuring that Bahrain remains competitive in an era of digital-first experiences. Aligning with the National AI Strategy, we want Bahrain to be recognised not only as a venue destination but also as a knowledge hub for AI-powered innovation in events and tourism.
 

HQ: In 2026, Bahrain will play host to the UFI Global Congress, a significant milestone for the Kingdom. What factors do you believe have contributed to Bahrain's successful bid for such a significant event, and how does it align with your long-term strategy for establishing EWB as a recognised global venue brand?

SAB: Winning the bid for the UFI Global Congress 2026 is a landmark achievement. It reflects not only the massive potential of our venue but also the unwavering support of our government and stakeholders. Bahrain's compelling case rested on several factors: 

• EWB's world-class infrastructure, recognised globally with awards including "World's Leading New Exhibition and Convention Centre 2023", "Middle East's Leading Large-Scale Wedding Venue 2024", and "Best MICE Destination 2024;"
• Bahrain's strategic advantages include a central location, easy access to global markets, diverse hospitality options, and our signature hospitality. 

Hosting the UFI Global Congress positions Bahrain alongside destinations such as Cologne and Hong Kong, firmly establishing EWB on the global map. For us, this is not just about hosting one congress – it's about reinforcing EWB as a worldwide venue brand and positioning the Kingdom as a trusted gateway for international associations and industry leaders for decades to come.  

HQ: In the current business environment, sustainability has become a key component of destination competitiveness. Exhibition World Bahrain has integrated ASM Global Acts (the world's most comprehensive venue sustainability programme) alongside the Kingdom's "Blueprint Bahrain" National Action Plan for Carbon Neutrality by 2060, setting ambitious environmental targets. How are these frameworks influencing the way you attract and host international congresses, and how do they resonate with the priorities of today's event organisers?

SAB: As sustainability is now a top priority for decision-making among organisers, we are positioning Bahrain as a leader in sustainable event hosting in the Gulf, aligning with our national sustainability commitments and the UN Sustainable Development Goals.

At EWB, we have made it central to our operations. From the outset, we designed the venue with eco-conscious principles, incorporating energy-efficient LED lighting, natural daylighting, smart HVAC systems, and water reuse from air conditioning condensation for landscaping purposes.

We also invested in waste management systems, recycling initiatives, and reduced the use of single-use plastics. Even during construction, we used environmentally friendly and thermally insulated materials to ensure long-term energy efficiency. We are also exploring partnerships to offset event-related carbon emissions and collaborating with local suppliers who are committed to eco-friendly operations.

Our message in this regard is crystal clear: in Bahrain, you can deliver world-class events without compromising sustainability. This is increasingly what organisers and delegates demand, positioning Bahrain as a regional leader in green events.
    

HQ: Bahrain often distinguishes itself from larger regional competitors through cultural authenticity and intimate, high-quality networking environments. What kind of legacy (economic, social, or cultural) do you hope delegates will take home from their time in Bahrain, and how do you measure that impact over time to ensure the destination remains relevant and compelling for both business travellers and the local community?

SAB: In Bahrain, every delegate can expect more than just a conference. We offer a seamless, safe, and welcoming environment, enriched by access to our rich cultural heritage – from UNESCO-listed archaeological sites to vibrant modern experiences in the culinary, arts, and entertainment. 

The legacy we hope to create is threefold: 

• Economic: Business events bring investment, fill hotels, support SMEs, and create jobs for Bahrainis;
• Social: They provide opportunities for young Bahraini talent to engage with global leaders, building skills and networks;
• Cultural: Delegates leave with a deeper appreciation of Bahrain's authenticity, hospitality, and openness. 

We measure this impact not only through data – tracking visitor numbers, economic contributions, and job creation – but also through the stories and partnerships that emerge long after an event concludes. For us, success is when Bahrain is remembered not just as the host of an event, but as the place where delegates forged meaningful connections and left inspired to return. 

Over the next five years, we envision Bahrain becoming a trusted gateway between the Middle East and the world – a destination where global events flourish, while also leaving a lasting, positive impact on our economy, society, and culture.

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.