New marketing strategy ‘can boost tourism’

THE dent in Bahrain’s tourism sector can be reversed through a robust marketing strategy, special incentives to visitors and Covid-19 safety ratings for hotels, said industry professionals.

This will be crucial as hotels are pinning their hopes on two back-to-back Formula 1 (F1) races scheduled to be held later this year.

Low occupancy during Eid and public holidays due to the closure of King Fahad Causeway and flights restrictions due to Covid-19 have badly affected five- and four-star properties.

The Bahrain International Circuit (BIC) in Sakhir will host the F1 Gulf Air Bahrain Grand Prix 2020 from November 27 to 29 followed by the Formula 1 Rolex Sakhir Grand Prix 2020 from December 4 to 6.

However, a decision is yet to be taken on whether the events will be open to spectators.

Bahrain Chamber of Commerce and Industry (BCCI) hospitality and tourism committee chairman Jehad Amin said tourism authorities should develop a robust marketing strategy to attract visitors and even provide incentives to guests.

“Most of the hotels have taken a wide range of safety measures and I am sure they are prepared, but I recommend that the Bahrain Tourism and Exhibitions Authority (BTEA) engage with the industry through webinars and meetings,” he said.

“For example, Dubai has launched the ‘Dubai Assured’ stamp for establishments that comply with strict health protocols, and we can have a AAA or AA rating here in Bahrain to ensure our visitors enjoy a safe experience.”

Incentives

He said special promotional videos should be screened highlighting tourists arriving at the airport, Covid-19 tests, safety measures in hotels and other logistics to attract tourists.

“Someone needs to take the initiative and send out a message globally that we are ready.

“We have also recommended officials to provide incentives to Saudi and GCC visitors, where if they book for two nights then the third night will be subsidised by the BTEA.”

Mr Amin also urged authorities to waive Covid-19 tests for passengers and airline crew members who already undergo tests before flying into Bahrain.

“Why are we conducting tests on passengers arriving into Bahrain, when they have already done this before flying in.

“If a passengers has done the test 72 hours before flying in, he is good to go and we should ease the flow of visitors.”

Meanwhile, Crowne Plaza business development consultant Ebrahim Al Kooheji welcomed the two races in Bahrain.

“This is a good news for everyone, especially for the hospitality sector, and we would love to host a lot of Saudi fans who can stay longer now with back-to-back races,” he said.

Elite Hospitality Group chief operating officer Sarosh Aibara said despite a reduction in the number of F1 team members and the media, hotels are looking forward to the mega sporting event.

“We will have guests staying much longer now (10 to 12 days) compared with five days previously, and if spectators are allowed it will be a big boost for business,” he said.

However, Dadabhai Travels managing director Aziz Gilitwalla said authorities should explain the rules clearly to all stakeholders, including spectators.

“There should be a clear-cut explanation on visas, Covid-19 tests if conducted, and other steps taken if spectators are allowed to attend the race,” he said.

Source: http://www.gdnonline.com/Details/851183/New-marketing-strategy-%E2%80%98can-boost-tourism%E2%80%99