The exhibition is one of the world's most important trade fairs in the meetings, incentives, conventions and exhibitions (MICE) industry where international tourism offices, major hotels, exhibition and conventions venues, cruise lines, airlines, technology providers, MICE professionals and many more meet every year.

The airline participated alongside Bahrain Tourism and Exhibitions Authority and major hospitality and tourism companies in Bahrain. Gulf Air promoted its latest products, services and destinations.

Gulf Air operates daily nonstop flights between Bahrain and Frankfurt and provides excellent two-way connectivity. Regional passengers can seamlessly connect via Bahrain to Frankfurt while Germany-based travellers can fly non-stop to Bahrain, with onward connections to key cities throughout the Middle East, Africa, India Subcontinent and the Far East.