DOHA - Qatar Tourism has launched a new international multi-media campaign to drive forward the country’s tourism goals and cement its ambition to welcome more than six million visitors a year by 2030. The campaign features nine unique, engaging key chain characters designed to introduce travellers to the destination, which will roll out across 15 international core markets.
Under the tagline, 'Experience a World Beyond', Qatar Tourism will launch its latest development via a TV-led, multi-media campaign, featuring the voice of Indonesian singing sensation, Raisa. Six key chain characters introduce travellers to the variety of experiences that Qatar offers, with a further three, friendly local characters representing Qatari tour guides.
The global campaign is inspired by the insight that today, more than ever, international travellers want to engage in authentic experiences that will enrich their lives, rather than pose for the perfect Instagram picture. It brings to life that Qatar is an accessible introduction to the Middle East, blending cosmopolitan modernity and beautiful landscapes with Arabic traditions, cuisines and cultures.
Leading hospitality and travel safety is also at the heart of the campaign, as Qatar was named the world's safest country by Numbeo's 2020 Safety Index. Amongst the increasingly competitive Middle Eastern tourism industry, the uniquely friendly and familiar campaign is designed to stand out from the crowd, helping raise mass awareness of the country and its undiscovered potential.
The new advertising campaign reflects Qatar’s commitment to expanding its tourism proposition, in line with Qatar’s National Vision 2030. Qatar has already welcomed over two hundred thousand in-bound travellers since the country's borders re-opened in July 2021.
A new website launched by Qatar Tourism, www.visitqatar.qa is available in five languages and supported by a recently launched Personalised Travel Companion mobile app, designed to showcase the world-leading destination.
Qatar’s new tourism strategy puts the visitor at the heart of all new programmes and initiatives and will leverage the peninsula’s variety of existing experiences, while capitalising on a wave of new hotels, theme parks, shops and major leisure projects that have recently opened, or are set to launch, in the lead-up to the FIFA World Cup Qatar 2022TM.
To drive significant growth in annual international visitor arrivals, Qatar Tourism has appointed travel representative agencies in the eight key source markets in the United Kingdom, France, Italy, DACH (Germany, Austria, and Switzerland), Russia, China, India and the United States of America, as well as the addition of in-market sales managers in Australia and Turkey.
To aid knowledge and development for travel agents, Qatar Tourism’s travel agency training platform, TAWASH, has also been refreshed with a new interface design, content and training modules. The training platform supports Qatar’s mission to become a leader in Service Excellence. Designed to offer an improved learning experience, the upgraded programme functionality includes features such as interactive maps and knowledge check quizzes, alongside a new module structure to deliver an agile learning solution.
Agents can receive a ‘Qatar Expert’ certificate, which can be upgraded to ‘Qatar Specialist’ through completion of additional elective options. Learners who have already completed the former programme will automatically receive the ‘Qatar Expert’ level.
With the goal of raising tourism to 12% of GDP by 2030, Qatar will grow and improve assets and attractions, including the addition of 105 new hotels and serviced apartments to its extensive growing portfolio. The strategy will enhance the end-to-end customer experience and deploy a tailored marketing strategy to target point-to-point and stopover visitors.
Chief Operating Officer of Qatar Tourism, Berthold Trenkel, said: “As we work towards realising Qatar’s mission of becoming a world-class tourism destination, our international markets team will be the driving force in engaging key travel trade in key regions.
"Our aim is to promote Qatar’s new value proposition to tour operators, online travel agencies and consumers. We welcome international travellers to the country to experience Qatar's rich cultural heritage, unique hotels and resorts, incredible outdoor activities, beaches and multi-cultural culinary scene. In Qatar, visitors will truly Experience a World Beyond.”
Qatar is renowned for its warm hospitality and commitment to excellence, exemplified by its award-winning carrier Qatar Airways, which is the only airline to be voted World's Best Airline six times by Skytrax. This is further complimented by the airline's home and hub, Hamad International Airport, which was voted World's Best Airport in 2021 by Skytrax. Such accolades further reinforces the country's warm and hospitable reputation as it looks forward to welcoming tourists to the State of Qatar through a seamless journey.
Jim Hepple is an Assistant Professor at the University of Aruba and is Managing Director of Tourism Analytics.