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 abroad. 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.
His Excellency Issa bin Mohammed Al Mohannadi, Chairman of QTA, said:
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. 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 Al Qurese, 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.’
Al Qurese said that 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. He added:
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 world-class destination photographers to capture the essence of Qatar and the warmth of its people.
‘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.’