By Bonnie James
QATAR is not eyeing mass tourism but intends to develop as a world-class destination with high-quality services for business and leisure, Qatar Tourism and Exhibitions Authority chairman Ahmed A al-Nuaimi has said.
“A global advertising campaign is to be launched next week, highlighting that Qatar offers a spirited world of enjoyment, relaxation and discovery – all in 48 hours,” he announced yesterday.
The official was speaking after giving a preview of Qatar Tourism and Exhibitions Authority’s (QTEA) new strategy, brand and logo, which would be launched internationally at the World Travel Market in London on November 10.
A round at the golf course, shopping in Souq Waqif, a tour of the Museum of Islamic Arts, sunset dhow trip around the harbour, desert safari to the Inland Sea, camel racing, and a visit to Al Zubarah Fort and Museum are part of the suggested 48-hour itinerary.
“The basis of the strategy is to grow the tourism industry in Qatar by 20% in the next five years. This will be delivered through a variety of methods, including attracting travellers flying through Doha,” al-Nuaimi explained.
QTEA is targeting 5% of the estimated 50mn passengers, who would come through the New Doha International Airport when it opens in 2012, to stay an extra 48 hours in the country past their initial scheduled time, totalling 2.5mn travellers.
“As many as 95% of travellers to Qatar come on a business visit or to attend an international conference or exhibition and stay on an average for 2.5 to 3 days,” the official said while describing the target group.
Al-Nuaimi claimed that the investment increase of $17bn over the next five years on tourism infrastructure was making Qatar even more attractive to visitors.
This includes the construction of luxury hotels, resorts and other leisure facilities, totalling a 400% increase in hotel capacity up to 29,000 rooms by 2012.
“A total of 29 hotels are under construction right now and scheduled for completion before 2012,” the QTEA chairman observed.
Qatar already has an exhibition space of 15,000sqm. Two new convention and exhibition centres, totalling 95,000sqm, are to be added by 2011.
“These centres would make Qatar a leading destination for international business and conferences, attracting further visitors,” he maintained.
The new logo is in the style of a seal used to authenticate documents, described as a practice as old as writing itself.
Al-Nuaimi described the logo as “clean and modern, yet anchored in traditional Arabic designs.”
The colours used reflected Qatar’s attributes, such as gracious, progressive, enthusiastic and premium, he added.