The FIA Formula One World Championship, one of the world’s biggest annual sporting events, has raised Bahrain's profile on the international scene, believes Martin Whitaker, General Manager, Bahrain International Circuit (BIC). The country becomes the global focal point of motor sporting for three days during the year. Millions of motor racing fans worldwide tune in to TV channels broadcasting the event.
The challenge for Whitaker and his team is to utilise the 'desert' track throughout the year and not just host F1 for three days a year. To live up to its motto of 'the home of motorsport in the Middle East', Whitaker and his team work hard to attract other activities to the BIC, which now include the GT Championship, F3 SuperPrix and drag racing, to name a few.
Several manufacturers have also started using the BIC facilities to test and launch their products. This has been particularly true with BMW, which launched its campaign for the 2005 FIA Formula One World Championship.
Varied activities
The BIC also offers its facilities for corporate incentive programmes. Several have elected to make use of the wide range of facilities for corporate entertainment, exhibitions and seminars.
According to Whitaker, Bahrain did an excellent job in 2004, winning the 'Race Promoters Trophy' for organising the best 2004 FIA Formula One World Championship. The FIA considers several variables in granting the trophy, including the track as well as matters related to visas, hospitality, welcoming visitors and parking facilities. Bahrain scored high in a number of variables, thanks in part to the government's decision to extend visas free of charge and a free parking lot for 13,000 cars.
Whitaker believes the BIC can help the authorities in their drive to make Bahrain a tourist destination. With its numerous facilities, the BIC adds another dimension to Bahrain's tourist attractions.
