Exhibition World Bahrain targets geo-cloning as catalyst for global growth

Trade Arabia

2 days ago

As the global MICE and Business Events industries rapidly evolve, Exhibition World Bahrain (EWB) is embracing geo-cloning — a strategy that replicates successful event brands in new geographic markets — as a key pillar of its growth and global positioning.
This forward-thinking approach enables EWB to attract high-profile, large-scale events while strengthening Bahrain's reputation as a dynamic, world-class destination for business tourism, EWB said.
By combining innovation, strategic partnerships, and deep insight into international event trends, EWB is redefining its role on the global stage and ensuring long-term relevance in a highly competitive landscape.
"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," said Sara Ahmed Buhiji, CEO of BTEA and Chairman of EWB.
The Geo-Cloning Strategy
Rather than starting from scratch, geo-cloning 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, she said.
"Collaboration is central to this process. We work closely with global organisers, sector specialists, and industry associations toco-create event models tailored to the needs of regional audiences and aligned with our strategic goals," Buhiji said.
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," Buhiji said.
To strengthen this strategy, EWB is 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
EWB's participation in globally recognised MICE and Business Events platforms such as IMEX Frankfurt, ATM Dubai, and IBTM Barcelona, allows it to engage directly with key decision-makers, promote EWB's distinctive value proposition, and identify event formats with high geo-cloning potential, she said.
"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
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," said Buhiji.