FOLLOWING the unveiling of the Qatar Destination Brand on November 2, Qatar Tourism Authority (QTA) has launched a sub-brand titled Qatar Business Events to consolidate the image and promotional efforts of MICE stakeholders in highlighting the destination’s world-class facilities and attractions.
QTA’s chief marketing and promotions officer, Rashed AlQurese, said: “QTA has articulated a destination brand in line with the country’s persona, vision and actions. By unifying the voices of the business events sector, this sub-brand will contribute to consolidating all promotional efforts, and convey innovative impetus to a sector crucial to the growth of tourism in Qatar.”
For a country heavily reliant on its hydrocarbon wealth, tourism provides a shield from oil price fluctuations and helps to diversify the nation’s economy.
QTA hopes to triple the number of business events tourists by 2030, contributing at least half the country’s revenue from tourism spending. There has been a significant increase in the business events sector between 2013 and 2015, where growth in exhibitions in particular averaged 35 per cent. It is expected to grow by a further five per cent next year, with already 58 events scheduled.
Hamad Al-Abdan, director of exhibitions at QTA, said: “We believe our business events tourism sector is set for success, (thanks to) world-class venues such as Qatar National Convention Centre and the recently opened Doha Exhibition and Convention Centre, an expanded transport network, as well as exceptional accessibility via Qatar Airways’ reach to 150 destinations worldwide.”
