Balancing in-person, innovation ‘key for events sector growth’

When the International Congress and Convention Association (ICCA) selected Bahrain to host the inaugural ICCA Middle East Summit 2025, it was a logistical decision and a powerful statement. 

 

The two-day conference, held on September 1 to 2, brought together a global community of meetings, incentives, conferences, and exhibitions (MICE) industry leaders to the new Exhibition World Bahrain (EWB) in Sakhir, writes Jayne Houghton for TTN.

 

Founded in 1963, ICCA specialises in the international association meetings sector, offering unrivalled data, education, communication channels, business development and networking opportunities.

 

The summit’s central theme was a fascinating and timely paradox: how to champion the irreplaceable value of face-to-face interaction while simultaneously harnessing the transformative power of technology. This delicate balance, and the kingdom's bold ambition to become a regional MICE powerhouse, formed the core of the opening day's dialogue, as articulated by Dr Senthil Gopinath, ICCA Chief Executive and Events Industry Council Chairman alongside Sara Buhiji, Chief Executive of the Bahrain Tourism and Exhibitions Authority (BTEA) and EWB Chairman.

 

Face-to-face fundamental

Speaking to TTN, Dr Gopinath shared a clear and unequivocal message: the in-person experience remains paramount. 

 

“We at ICCA always advocate in-person, face-to-face. It's fundamental in our business,” he declared.”

He elaborated on this principle, stating: “The relationships built, the business networking happens more tangibly, more purposefully when you do face-to-face.” 

 

However, Dr Gopinath was quick to pivot, acknowledging that this does not mean shunning innovation. In a world shaped by rapid technological advancement, he stressed the need for a pragmatic and forward-thinking approach. 

 

“Having said that, technology is unavoidable,” he said. He positioned ICCA as a leader in this integration, explaining, “We at ICCA integrate technology and artificial intelligence (AI) into every aspect of what we do. Why? A very simple reason. It brings more efficiency. The knowledge base becomes much stronger.” 

 

This is a crucial distinction. Technology, and specifically AI, is not viewed as a competitor to the in-person model, but rather as an enabler and an amplifier. It provides the tools to streamline operations, offer personalised experiences, and manage complex logistics with greater ease. As Dr Gopinath concluded, this synergy allows the industry to “execute much bigger scale of events, scale of activities using technology.” 

 

He left no doubt as to the long-term vision reassuring that even with technological advancements the in-person model “will never replace our face-to-face value in the time to come.” 

 

Deep-rooted ties with Bahrain

Dr Gopinath’s remarks also underscored Bahrain's pivotal role in the global meetings landscape. 

For ICCA, Bahrain holds a "very special" place. He highlighted the deep-rooted ties between the organisation and the kingdom, which began with the launch of the association forum in Bahrain two years prior.

 

“Bahrain is one of the leading destinations where the association community is very strong and powerful,” Dr Gopinath explained, recalling that, for decades, Bahrain has been a leading financial hub, a factor that has allowed the association community to develop "extensively." 

 

The country’s status as a "very long-standing member" of ICCA further cements its importance. The decision to host the first ICCA Middle East Summit in Bahrain, Dr Gopinath noted, was a conscious one, aimed at leveraging the country’s burgeoning infrastructure, notably the impressive Exhibition World Bahrain (EWB). 

 

He noted that the venue "clearly showcases the importance of business tourism, importance of meetings and conventions." 

 

The summit itself was designed to bring "the thought leadership here, and also to develop the knowledge of the private sector here, working along with the government, the BTEA together, and educating the private sector, and getting more business coming to this country."

 

Taking Bahrain forward

Reinforcing this vision from a local perspective, BTEA CEO Sara Buhiji spoke with palpable pride about Bahrain's readiness. 

 

“This is our first ICCA event here in Bahrain, in Exhibition World Bahrain,” she began. She emphasised that hosting such events is crucial not only for the local economy but for positioning Bahrain as a global destination. 

 

“It’s very important to host such events, because it brings together the international firms when it comes to hospitality, when it comes to the conventions and events here in Bahrain, to meet their partners in Bahrain.” Buhiji passionately stated.

 

“We believe that Bahrain is a destination today. We are ready to host international events. We are ready to host business events.” This readiness is a cornerstone of the country’s ambitious Tourism Strategy 2022-2026, which seeks to diversify the national economy and share Bahrain's unique story with the world.

 

Buhiji explained that the strategy is far more comprehensive than simply renting out a venue. “It's bigger than that. It's a contribution to our economy. It's making sure that we create jobs. It's filling up our hotels, our restaurants.” 

 

She highlighted the profound economic ripple effect that MICE events have: “Bahrain is ready to host big events and big shows.” 

 

Her message was one of immense ambition, describing Bahrain as a country that "may be small in size, but is bold in vision.”

 

Collaboration key

In her opening remarks at the summit, Buhiji had also welcomed the delegates to "our island home," a phrase that captured the renowned hospitality and spirit of community that have long been a hallmark of the kingdom. 

 

She also connected Bahrain's ambition to the summit's timely focus on AI, noting that "tradition means innovation and collaboration drives everything we do." For Bahrain, she said, AI offers "opportunities to share who we are – not just as a business hub, but as a country, heritage and ideas."

 

The comments from Dr Gopinath and Buhiji was further contextualised by a rich and insightful programme. The event's attendees, which included dignitaries like Tourism Minister Fatima Al Sairafi, ICCA Middle East Chapter Chair Khalid Al Zadjali, and BTEA Deputy Chief Executive Dana Al Saad, were treated to a range of sessions designed to inform and inspire. The discussions included ‘Future of Destination Leadership’ and ‘Harnessing AI to Drive Destination Marketing,’ alongside interactive workshops and case studies.

 

For many, the highlight was a session on ‘Bahrain’s Tourism Vision and Global Meetings Perspective,’ featuring Buhiji, Dr Gopinath, and regenerative tourism expert Dr Aradhana Khowala, moderated by programme maker Robert Daverschot. The summit also provided attendees with a chance to experience the kingdom’s unique heritage firsthand, with a cultural tour of key sites including the Bahrain Fort, Muharraq Souq, Al Fateh Mosque, and Manama Souq.

 

The optimism and readiness expressed by the leadership are backed by concrete economic data that paints a picture of a sector on an upward trajectory. According to the Bahrain Economic Quarterly Report released by the Finance and National Economy Ministry, the accommodation and food services sector grew by an impressive 10.3 per cent year-on-year in the first quarter of 2025. This growth signals a healthy and vibrant tourism ecosystem, ready to support a thriving MICE industry. A tourism survey by the Information and eGovernment Authority and the BTEA revealed an 8.6 per cent increase in the number of overnight visitors, reaching 1.7 million, with the average daily spending per visitor also rising by 1.1 per cent during the same period. 

 

The data is even more striking when looking at specific markets, with passenger growth from India to the kingdom seeing a phenomenal 117 per cent increase in the year leading up to July 2025, according to the Transportation and Telecommunications Ministry.

 

The blend of a compelling infrastructure, a forward-looking government strategy, and a deeply ingrained culture of hospitality and collaboration makes Bahrain a standout example of how to build a world-class business tourism sector. The summit has firmly established Bahrain’s credentials, showcasing its readiness to host the world's biggest and best events and to drive the future of the meetings industry in the region and beyond. -TradeArabia News Service