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 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’s campaign looks to 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 2022.
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.
Travel Representative Agencies
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 (which will also be responsible for the Irish market), 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.
Travel Agency Training Platform
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 is 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.
Tourism Goals
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.”
