Qatar Launches Campaign to Promote Tourism

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Qatar's new campaign features key chain characters designed to introduce travelers to the destination. (Photo courtesy of Qatar Tourism.)

Qatar Tourism launched a new international multi-media campaign to drive forward the country’s tourism goals of welcoming more than six million visitors a year by 2030. The campaign features nine key chain characters designed to introduce travelers to the destination, which will roll out across 17 international core markets.

Under the tagline, “Experience a World Beyond,” Qatar Tourism launched via a TV-led, multi-media campaign, featuring the voice of Indonesian singer, Raisa. Six key chain characters introduce travellers to the variety of experiences that Qatar offers, with an additional three 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 brings to life that Qatar is an accessible introduction to the Middle East, blending cosmopolitan modernity and 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 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.

In addition, a new website launched by Qatar Tourism,, is available in five languages and supported by a recently launched Personalised Travel Companion mobile app.

Qatar’s new tourism strategy puts the visitor at the center of all the new programs and initiatives and will leverage the peninsula’s variety of existing experiences, while capitalizing 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. Designed to offer an improved learning experience, the upgraded program includes features such as interactive maps and quizzes, alongside a new module structure.

Agents can receive a “Qatar Expert” certificate, which can be upgraded to ‘Qatar Specialist’ through the completion of additional elective options. Advisors who have already completed the former program will automatically receive the “Qatar Expert” level.

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 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.

“As we work towards realizing 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,” says Chief Operating Officer of Qatar Tourism, Berthold Trenkel in a press statement.

“Our aim is to promote Qatar’s new value proposition to tour operators, online travel agencies and consumers. We welcome international travelers 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.”

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