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Qatar Tourism Authority’s (QTA’s) overseas offices aim to attract more leisure travellers from various parts of the world to visit the country next year. |
Citing an increase in number of tourists to Qatar last year, officials of QTA’s European offices (Germany, the UK and France) said they are now focusing on the leisure market.
Sarah Zehrlaut, marketing and sales manager at QTA Germany, said that they recorded around 50,000 arrivals (from Germany, Austria and Switzerland) to Qatar in 2013.
“We are looking to increase those numbers from 10% to 20% next year by launching special campaigns,” she said.
Zehrlaut, who was among the participants of QTA’s “Framework Marketing Summit” in Doha yesterday, reiterated the importance of focusing on correct segments besides increasing the numbers. “We are looking at luxury travelers,” she stressed.
The German office is also set to hold numerous trainings (including online) with sub agents and launch consumer campaigns as part of its strategy.
Like other QTA overseas office managers, Zehrlaut believes that culture remains to be the strength of Qatar in tourism followed by accessibility, sunshine facilities such as hotels, among others.
Jessica Flood, public relations senior account executive at QTA’s UK office, shares that same observation saying that culture, arts, museums, and “sun element” capture the hearts of UK travellers.
“Museums such as the Museum of Islamic Art, and galleries – that is what Britons really want to see for holidays,” she said.
The UK office has opened three years ago, making it the first office to be established overseas followed by France.
The daily flights between the two countries, including the newly opened routes this year, also contribute significantly to the increasing number of visitors to Qatar, according to Flood.
To meet its targets, the UK office plans to continue offering attractive packages and consumer promotions that appeal to the UK market.
In France, Qatar is known to be a MICE (meetings, incentives, conferencing and exhibitions) destination and not as a tourist destination, admitted sales and marketing manager Julie
Geoffroy.
“On the French market, as a business destination, but less as a leisure destination,” she pointed out. “That is the big challenge that we had for this year but we will keep on working on that
in 2015.”
Echoing the statements of Zehrlaut and Flood, Geoffroy believes that Qatar’s advantage lies in its “positioning” compared with other GCC destinations.
“A lot of cultural assets, its traditions, its high quality services, it is a friendly and hospitable destination,” she said, adding that culture is of great interest in the French market.
According to QTA statistics, French leisure market has increased by 30% compared with the figures in 2014.
For newly-established offices such as Singapore which opened two weeks ago, connectivity provides an advantage with the daily flights.
Peter Phang, executive director at QTA Singapore, said the curiosity of many people about Qatar and its hosting of the World Cup in 2022 is also a good opportunity for them.
Quoting initial feedbacks he received from those who visited the country, he noted that Qatar is more authentic in terms of culture compared with other places.
For the GCC office in Saudi, Qatar is known to be a suitable destination for Saudi families due its cultural and family
attractions.
Business development director Lina Abbas Mismar said 7mn are on Qatar’s doorsteps between four to five hour drive.
She expressed optimism that the country will be among the top two destinations in the
region.
