Gulf Air Group (GFG) is set to play a pivotal role in boosting Bahrain’s tourism sector as part of the kingdom’s broader economic diversification strategy, according to CEO Jeffrey Goh.
In an interview ahead of the upcoming Routes World 2024 event in Bahrain, Goh outlines Gulf Air’s efforts to recalibrate its network to enhance connectivity and support the national tourism strategy.
“Our aim is to ensure that there is seamless connectivity from the globe into Bahrain,” Goh says. “We want to be the enabler of increasing tourism footfall into Bahrain, which will see a slight recalibration of the distribution between transfer traffic and local traffic.”
Gulf Air, part of the GFG portfolio, has been expanding its network to support this goal, with recent route launches to Shanghai and Guangzhou, China, as well as an additional frequency to Munich, Germany. Goh says that the airline is eyeing further expansion in the Far East and Europe, including potential new routes in Central and Eastern Europe.
“We are seeing healthy growth from the [Gulf Cooperation Council], East Asia and increasingly from Central and Eastern Europe,” Goh says. “These regions present significant opportunities for us to attract both tourism and foreign direct investment.”
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Goh also highlights the importance of maintaining operational efficiency and customer service excellence as Gulf Air continues its expansion. “We are focused on elevating the customer experience, both on the ground and in the air,” Goh adds, citing initiatives such as free Wi-Fi across cabins and a pre-order meal service for business-class passengers on long-haul flights.
Looking ahead, Goh expresses confidence in Gulf Air’s ability to support Bahrain’s tourism goals, while also navigating the challenges posed by global supply chain issues, which have impacted aircraft availability. “We remain committed to our strategic vision and are optimistic about our role in Bahrain’s future as a leading tourism destination,” Goh says.
He also emphasized the significance of the upcoming Routes World event, which will be hosted in Bahrain. “This is a great opportunity to showcase Bahrain as both a key connecting point and a destination,” Goh says. “We are working closely with the Bahrain Tourism and Exhibitions Authority to align our connectivity strategy with their initiatives to attract more visitors, offering them unique experiences of Bahrain’s blend of rich cultural heritage and contemporary attractions.”
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