As announced last week at the UNWTO’s celebration of World Tourism Day in Doha, Qatar has cut the ribbon for the next step in its National Tourism Sector Strategy 2030. This step, called the Next Chapter, lines out the strategy for the development of products, services and experiences and for the promotion of the destination on an international scale for the next 5 years.
The tourism sector’s governance will be reorganized and a clear path of action for product and service development will outline and define the Qatar tourism experience in the future. The new Board of the National Tourism Council (replacing the Qatar Tourism Authority in its present form) will enhance these efforts. The plan includes a focus on a strong integration of all stakeholders in the business events sub-sector and on bringing international business events to the destination. Qatar has already established a well-planned strategic effort to establish unique expertise and knowledge in the country which is a fertile ground to bring international congresses into the destination.
In order to upgrade services provided to both planners and delegates of international events, a supportive regulatory framework for infrastructure and the ease of doing business in the sector will be expanded. The international congress and event industry will see some important announcements in near future which are relevant for future planning of congresses and events in the destination.
One of the main visions laid out in the Next Chapter by Hassan Al Ibrahim, Chief Tourism Development officer at Qatar Tourism Authority, include Qatar to be positioned as a hub, “where people of the world come together to experience unique offerings in culture, sports, business and family entertainment.” This includes the invitation of international investors to develop tourism (and business events related) products and services.
Cultural authenticity is a core value in Qatar’s tourism development and will also help to attract international delegates to join congresses organized in Qatar in the future. Programs to facilitate interactions and shared experiences between Qatar’s residents and its guests will keep in mind the human scale in the congress product.
Big visions need to reach out to the international community. Therefore the strategy of the Next Chapter not only includes the development of destination products, it also lays strong emphasis on promoting Qatar and enhancing the brand of the destination – including reaching out to the international congress- and events industry through focused promotion and supporting the co-operation with international key influencers and organisers.
About Qatar Tourism Authority (QTA):
Qatar Tourism Authority’s mission is to firmly establish Qatar on the global map as a place where cultural authenticity meets modernity, and where people of the world come together to experience unique offerings in culture, sports, business and family entertainment.
In 2014, QTA launched the Qatar National Tourism Sector Strategy (QNTSS), which seeks to diversify the country’s tourism offering and increase the sector’s contribution to Qatar’s economy by 2030. In 2017, the Next Chapter of QNTSS was launched, charting the next five years (2017-2023) of the tourism sector’s growth.
Since launching QNTSS, Qatar has welcomed over 10 million visitors. The economic impact of the tourism sector in Qatar is becoming increasingly visible with 2016 estimates showing a total (direct and indirect) contribution to Qatar’s GDP of 6.7%.
About tmf dialogue marketing
tmf dialogue marketing enjoys international recognition as specialists for dialogue marketing in the meetings market. With a unique range of expertise, the company supports leading convention bureaus and destinations as well as top-level suppliers in the development of mutually beneficial relationships with planners. Services include content marketing, market research, communication (marketing, sales and pr) and consulting services. tmf also delivers content and copy-writing service for corporations and associations around events and conferences. The agency has offices in Germany and India.
tmf newsroom: www.tmf-dialogue.net.
The Experiential Planner – brand in India: www.experientialplanner.com.
Your contact at tmf dialogue marketing:
Tel. +49 931 9002 111
Head of Content & PR
Tel. +49 931 9002 114
Picture: ©Qatar Tourism Authority