‘The opportunity outweighs the challenge’: Bahrain leads drive to restore tourism in the Gulf after eight months of conflict and collapsing visitor numbers

Bahrain is spearheading a united global tourism campaign to revive the region's once vibrant travel industry, which has suffered greatly following a conflict with Iran. Speaking to Fortune, Bahrain's Minister of Tourism, H.E. Fatima bint Jaffar Al Sairafi, revealed the plan aims to encourage international tourists to explore multiple Gulf countries during a single trip. The proposal was agreed upon at a September tourism meeting in Manama, the capital city of Bahrain, and is set to be implemented soon.

Prior to the war, the Gulf states accounted for nearly $131.9 billion in tourism revenue in 2025. However, since the conflict began, the World Travel & Tourism Council has estimated the region loses $600 million daily in tourism earnings. Al Sairafi stressed the importance of promoting multi-destination itineraries which could capitalize on the region's strengths, rather than individual trips.

Gulf tourism officials were "very disheartened" by the Iranian attacks, but Al Sairafi argued that closer regional cooperation could help rebuild the tourism market. The initiative plans to bring together Bahrain, Saudi Arabia, the United Arab Emirates, Qatar, Oman, and Kuwait, all of which have welcomed nearly 75.7 million international tourists in 2025 – a 4.9% increase from the previous year.

The proposed campaign would encourage tourists from Europe and Asia to visit neighboring Gulf states, leveraging the region's transportation connections and coordinating the efforts of airlines, hotels, and booking platforms. Al Sairafi believes that the recent events have accelerated cooperation, turning the region's shared vulnerability into a driving force for collaboration.

While the conflict poses a threat to sustaining support for tourism businesses, Al Sairafi remains optimistic, pointing to Bahrain's increased visitation and revenue growth. She believes that the opportunity for recovery outweighs the challenges, and the joint campaign aims to capitalize on the region's potential to provide a diverse and enriching travel experience.