Following a competitive pitch process, Bahrain Tourism & Exhibitions Authority has appointed leading travel and tourism consultancy Hills Balfour to manage its UK trade relations, consumer marketing and PR strategy.

Located in the Persian Gulf, the Kingdom of Bahrain is an island country in the Middle East.

It is one of world’s smallest nations after the Maldives and Singapore, but also one of the most significant from a tourism perspective.

It is the site of the ancient Dilmun civilisation and has been famed since antiquity for its pearl fisheries, which were considered the best in the world into the 19th century.

Today, Bahrain tourism assets extend to world class museums, wildlife preserves of international significance and not least the annual Formula 1 Grand Prix at the Bahrain International Circuit.

The new One&Only Seef, Bahrain, slated to open in 2017, is set to feature world-class dining and retail choices, along with a sublime Givenchy Spa.

Hills Balfour has been brought on board to re-develop the country’s tourism strategy in order to increase awareness amongst the UK’s leading traveller demographics.

The London firm will be responsible for promoting Bahrain as a desirable destination for the UK traveller by highlighting its unique product offering and wide appeal, and Hills Balfour’s proactive public relations, creative marketing campaigns and interactive trade incentives will aim to boost visitor numbers from day one.

Yousef Mohammed AlKhan, director of tourism marketing and promotions at Bahrain Tourism & Exhibitions Authority announced that: “We are delighted to be working with Hills Balfour, we believe that with their reputation and expertise it is the perfect partnership to open up our new brand to the UK market.”

The account’s public relations activity will be handled by PR senior account manager, Louise Russell-Pavier and the account’s sales and marketing activity will be led by sales and marketing account director, Rosina Williams and sales and marketing account manager, Sophie Holloway.

Anna Hobbs will support on both PR and sales and marketing activity.

Amanda Hills, chief executive, Hills Balfour said: “Bahrain offers an exceptional hybrid of boutique cultural heritage coupled with an extraordinarily impressive, modern way of life.

“With our depth of Middle East experience and knowledge, we look forward to positioning Bahrain’s tourism identity and establishing a strong brand proposition so that the destination is firmly on the UK traveller’s radar.”