الريادة الفكرية

Sara Ahmed Buhiji

CEO of BTEA, Chairman of EWB

As the global MICE and Business Events industries continue to evolve at an accelerated pace, venues must rethink traditional growth strategies to remain competitive and future ready. At Exhibition World Bahrain (EWB), we are responding to this dynamic landscape through a forward-looking approach rooted in innovation, strategic partnerships, and a nuanced understanding of global event trends.

Among the most transformative strategies we are actively pursuing is geo-cloning—a model that offers significant potential to enhance EWB’s international profile and position the Kingdom of Bahrain as a preferred destination for high-impact, large-scale events.

The Geo-Cloning Strategy

Geo-cloning refers to the strategic replication of successful, high-performing events in new geographic markets. Rather than starting from scratch, it involves adapting proven event formats to new audiences and regional dynamics—respecting cultural context while leveraging existing brand equity.

At EWB, geo-cloning is not a simple duplication exercise; it is a targeted, data-informed initiative that supports Bahrain’s broader economic ambitions under Economic Vision 2030. By identifying high-potential events from mature MICE markets and localising them for the Gulf region, we are accelerating market penetration while ensuring relevance and long-term value.

Collaboration is central to this process. We work closely with global organisers, sector specialists, and industry associations to co-create event models tailored to the needs of regional audiences and aligned with our strategic goals.

Building a Roadmap for Strategic Growth

Our Business Development team is focused on identifying exclusive and commercially viable opportunities for our partners. Through geo-cloning, we are curating a roadmap that supports the introduction of new international events in sectors critical to Bahrain’s national development goals—such as healthcare, sustainability, energy, artificial intelligence, tourism, food and beverage, and fintech.

To strengthen this strategy, we are also pursuing and working with industry leaders and global event organisers to co-create opportunities backed by attractive incentive programmes.  This collaborative approach enhances value for event organisers while targeting a steady pipeline of international content that resonates with diverse audiences.

From Bahrain to Frankfurt: Expanding Our Global Reach

Our participation in globally recognised MICE and Business Events platforms such as IMEX Frankfurt, ATM Dubai, and IBTM Barcelona, allows us to engage directly with key decision-makers, promote EWB’s distinctive value proposition, and identify event formats with high geo-cloning potential.

These engagements are key to identifying opportunities and generating productive conversations that materialise into tangible business. Another key element is our active engagement and partnership with leading international MICE associations such as UFI, ICCA, AIPC and others, that enables us to stay attuned to global trends and contribute meaningfully to Bahrain’s international positioning in the sector.

A Broader Economic Impact

The benefits of geo-cloning extend well beyond venue bookings. Each resulting event catalyses activity across local economies—benefiting hotel operators, airlines, retailers, and F&B providers. This ripple effect reinforces the business events sector’s role as a key economic enabler and supports national efforts to drive sustainable employment and private sector growth.

Every successful replication of a global event enhances Bahrain’s credibility as a MICE destination and strengthens its role as a regional hub for collaboration and innovation.

Shaping the Future of MICE and Business Events in the Region

At its core, geo-cloning is not merely a business development tactic—it reflects a broader philosophy of innovation, adaptability, and strategic foresight. At Exhibition World Bahrain, we remain committed to delivering exceptional experiences for our partners and stakeholders by continuously pushing the boundaries of what is possible in event hosting and management.

With vision, agility, and a deep commitment to excellence, we are working to position Bahrain among the most respected and competitive MICE destinations globally.

We invite international event organisers, associations, and corporate partners to join us in this journey—exploring the potential of geo-cloning to build custom solutions, expand regional footprints, and achieve shared success through purposeful collaboration.