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GLOBAL VILLAGE

attraction. “City Centre Bahrain ?
and Seef Mall are the two main
destinations, along with high-end PHOTOS: GETTY/GALLO IMAGES, ISTOCKPHOTO, SUPPLIED
luxury malls such as Moda Mall and Above: A modern mall in Manama city. Below: The Bahrain F1 Grand Prix is a major
Al A’ali Mall,” observes Warman. attraction. Below right: A traditional souk (market)
“Smaller community malls are
popping up all over the island. They
boast mostly European and American
outlets – stores such as H&M, Marks
& Spencer and Mango. Coffee shops
or restaurants are on every corner –
among them Starbucks, Caribou, Costa,
IHOP and Shake Shack. The big malls
have entertainment for children along
with multiscreen or Imax cinemas.”

Although malls are a hit, the traditional
souk in the capital city of Manama is
still popular with tourists. “You can
find anything from spices, herbs and
knick-knacks to tailors, shoemakers and
electronics stores,” Warman tells the
IMM Journal of Strategic Marketing.

Tourism contributed approximately
US$700-million to Bahrain’s coffers in
2015 – around 3.6% of GDP – and the
country recently unveiled a new brand
identity for its tourism sector, focusing
on its legendary hospitality. It expects
to increase tourism-based revenue
to US$1-billion by 2020, which will
further boost the retail sector, provided
inflation can be kept in check.

One of the biggest drawcards for
visitors is Formula One racing and
Bahrain was the first Middle Eastern
country to host a Grand Prix in 2004.

LAND OF A MILLION
AGENCIES

Bahrain is part of the Middle East, yet
very distinct in character. Marketing
activities are guided by the liberal,
English-speaking population, as well
as the huge number of weekend
visitors from the east of Saudi Arabia.
Marketers must therefore maintain
a fine balance between Western
modernism and Middle Eastern
traditionalism in their strategies.

54 strategicmarketing October 2016 – January 2017