Qatar Tourism Launches New Multimedia Campaign

Qatar Tourism has introduced an international multi-media campaign to drive forward the country’s tourism goals and secure its ambition of welcoming over 6 million visitors a year by 2030. The campaign, which will roll out across 17 international core markets, focuses on nine characters designed to introduce travelers to the destination. Under the tagline “Experience a World Beyond,” Qatar Tourism launched its latest development via a TV-led, multi-media campaign, featuring the voice of Indonesian singer Raisa. Six characters introduce travelers to the variety of experiences that Qatar offers, with three more, friendly, local characters representing Qatari tour guides.

The global campaign is inspired by the insight that international travelers want to engage in authentic experiences that will enrich their lives, rather than pose for the perfect Instagram picture. It emphasizes that the country is an accessible introduction to the Middle East, blending cosmopolitan modernity and beautiful landscapes with Arabic customs, cultures and cuisines. Hospitality and travel safety is also at the heart of the campaign, which is designed to help raise mass awareness of the country and its undiscovered potential.

The new advertising campaign reflects the country’s commitment to expanding its tourism proposition, in line with Qatar’s "National Vision 2030." Qatar has already welcomed more than 200,000 in-bound travelers since the country’s borders reopened in July. Qatar’s new tourism strategy puts the visitor at the heart of all new programs and initiatives and will leverage the peninsula’s range of existing experiences while capitalizing on a wave of new hotels, theme parks, shops and leisure projects that have recently opened, or are set to launch, in the lead-up to the FIFA World Cup Qatar 2022.

Experience a World Beyond National Museum of Qatar

In order to drive significant growth in annual international visitor arrivals, Qatar Tourism has appointed travel representative agencies in the eight key source markets in India, the U.K., France, Italy, DACH (Germany, Austria, and Switzerland), Russia, China and the U.S., besides the addition of in-market sales managers in Australia and Turkey.

Qatar Tourism’s travel agency training platform, TAWASH, has also been refreshed with a new interface design, content and training modules in order to aid knowledge and development for travel advisors. Designed to offer an improved learning experience, the upgraded program functionality includes features such as interactive maps and quizzes besides a new module structure.

Advisors can receive a “Qatar Expert” certificate, which can be upgraded to “Qatar Specialist” through the completion of additional elective options. Learners who have already completed the former program will automatically receive the “Qatar Expert” certificate. With the goal of raising tourism to 12 percent of GDP by 2030, Qatar will grow and improve assets and attractions, including the addition of 105 new hotels and serviced apartments to its portfolio. The strategy aims to enhance the end-to-end customer experience and deploy a tailored marketing strategy to target point-to-point and stopover visitors.

A new website launched by Qatar Tourism, www.visitqatar.qa, is available in five languages and supported by a recently launched Personalised Travel Companion app, designed to showcase the destination.

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