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 November 02, 2015
Qatar Tourism Authority Unveils Qatar's First Destination Brand

 Crossing a new milestone on its journey towards achieving its vision for 2030, Qatar Tourism Authority (QTA) has unveiled the Qatar Destination Brand, enhancing and accelerating efforts to promote the nation globally. The brand was unveiled to global audiences at the World Travel Market in London, the world's most highly attended global expo for all-things tourism, ensuring maximum exposure.

The word mark has been exquisitely crafted with infinite attention to detail and combines a seamless fusion of tradition and modernity. A timeless classic, the word mark is elegant, warm, accessible, and reflective of Qatar's vision.

"The unveiling of Qatar's first destination brand marks the beginning of a new phase in our journey towards achieving the vision for Qatar, as outlined in the National Tourism Sector Strategy 2030: a world class hub with deep cultural roots," said His Excellency Issa bin Mohammed Al Mohannadi, Chairman of QTA. "In launching this brand, which is the first to represent Qatar as a destination, and by channelling multiple characteristics of the nation's persona, hopes, actions and vision, our efforts to promote the country and pique interest from world travellers, gain new strength and cohesion."

Comprising bespoke designed typography, rich colour palettes, a distinct visual language, signature photography and well-crafted videography, the brand provides a striking and highly distinctive visual identity that captivates audiences and strengthens Qatar's position as a premium tourist destination.
The Arabic word mark was designed by renowned Qatari calligrapher Ali Hassan, who sought to express his love for Qatar's history and traditions juxtaposed with its dynamic vision and speed of development.
According to QTA's Chief Marketing & Promotions Officer, Mr Rashed AlQurese, the development of Qatar's destination brand "has been a carefully considered, nationwide process, involving locals, youth, residents, artists, and a spectrum of relevant stakeholders."

"Research played a key role in the development of the brand; QTA benchmarked the world's best nation and destination branding, as well as internationally renowned consumer brands. We commissioned a world-class destination photographer to capture the essence of Qatar and the warmth of its people," he said, adding that the brand's signature photography will feature across the full spectrum of promotional assets from the design of QTA's exhibition stands to a variety of digital platforms, advertising and print collateral.

"The brand will unify and strengthen communications by sector stakeholders, tour operators, hoteliers and other members of the industry about Qatar to international audiences, it will also reinforce Qatar's presence on the international stage at the global tradeshows, events and exhibitions that QTA participates in," he concluded.


Qatar's Tourism Sector Facts

In Qatar, a country heavily reliant on its hydrocarbon wealth, tourism is playing an increasingly pivotal role in diversifying the nation's economy, providing a shield from oil price fluctuations, which can impact growth and sustainability in the long term.

Qatar's leadership has designated tourism a priority sector in the nation's efforts to diversify its economy in pursuit of Qatar National Vision 2030 - such is the importance of tourism.

Qatar Tourism Authority (QTA) is the government arm responsible for planning, regulating and promoting a sustainable tourism sector in Qatar.

QTA works to involve home grown talent in developing Qatar's tourism sector, which is seen as crucial to ensuring that visitor experiences are embedded in and reflective of the country's national culture and heritage.

QTA projects that the tourism sector's total contribution to the country's total economy will reach 5.1% by 2030, and up to 9.7% of Qatar's non-hydro-carbon economy.

Qatar is expected to reach the milestone of receiving a record 3 million international visitors by the end of 2015, and has averaged a 14% year-on-year increase in visitor arrivals over the past 5 years (2009-2014).

Qatar is one of the fastest growing destinations in the world, with tourism arrivals averaging 14% annual growth between 2009-2014.

As of 30 September 2015, Qatar has achieved an 8% year-on-year increase in the number of visitor arrivals, and is on track to reach the milestone of a record 3 million visitors before the year's end.

Initial estimates of the sector's impact on the national economy suggest that tourism directly contributed 13.6 billion QAR to the country's GDP in 2013, representing 4% of the non-extraction economy.

It is estimated that the sector currently provides close to 70,000 jobs in Qatar.

The country has a thriving hospitality sector -- 15 new hotel establishments have opened thus far in 2015, bringing the total number of hotel establishments to 119, including 97 hotels and 22 hotel apartments.

Latest year-to-date figures (January to August) show that average occupancy rates across hotels have held steady (at 71%) from the same period last year, despite a 32% increase in the number of hotel rooms.