60 June 2014 www.bahrainthismonth.com The Heart of Arabia Puneet Singh There are few subjects that are as likely to stir up a controversy as a discussion on how the Tourism Affairs Directorate should set about marketing the Kingdom. It’s a highly emotive issue and everyone has their own view. Speak about the Ministry of Culture and people are instantly appreciative of the work of Sheikha Mai Bint Mohammed Al-Khalifa and her team to promote Bahrain. However, mention Tourism Affairs and sentiments evaporate faster than a drop of water in the heat of an Arabian summer’s day. The irony of this situation is that there is genuine goodwill within the hospitality industry for this ministry to be successful in its endeavours. In a list of government entities that the local business community would like to be the best performers, the Tourism Affairs Directorate would be in the top three alongside the Economic Development Board and the Central Bank of Bahrain. A recent initiative, sparked by 16 like-minded individuals and spearheaded by Puneet Singh, the general manager at the Kempinski Grand & Ixir Hotel Bahrain City Centre, led to the creation of the Bahrain Destination Forum (BDF). Pooling resources from a wide range of individuals with an interest in the hospitality industry, a comprehensive document has been presented to Sh Khalid bin Hmood Al Khalifa, acting assistant undersecretary for tourism. Having spoken to Sh Khalid, at a recent event to open the Ramee Grand Hotel & Spa, it is not difficult to understand why those within the industry speak highly of him. The directorate has developed a five-year strategy outlining plans for the growth of the sector, and is reviewing the hotel rating system. “The BDF has offered a range of approaches, for the short-, medium- and long-term development of the tourism sector,” Puneet says. “There is no shortage of people within the hospitality industry who are prepared to help and assist the ministry achieve its objectives.” The calls for a more proactive and inclusive approach to marketing Bahrain as a tourism destination are not new. A veteran of the tourism sector in the Kingdom, Jamil Wafa, has spoken endlessly on this subject over much of the past 30 years. Crunching the numbers There is, though, an increasing sense of urgency to recognise that, to use a phrase we have used in a different circumstance in the past at Bahrain This Month, the future is predicated in the present and not the past. DAVID M ROBERTSON A dose of quantitative easing is one of many initiatives put forward by the Bahrain Destination Forum to boost the local hospitality sector. feature
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