Following the notable international unveiling of the Qatar Destination Brand at the World Travel Market in London, Qatar Tourism Authority is launching the initial sub-brand: Qatar Business Events. The brand is being unveiled at IBTM World, the most highly attended global meetings, incentives, conferences and events expo specific to business trade, held annually in Barcelona.
The brand aims to consolidate the image and promotional efforts of stakeholders in Qatar’s business events sector, and is supported by visuals highlighting the extraordinary Art of Business offerings in Qatar focusing on the world-class facilities and attractions that underpin Qatar as a leading choice for business events.
In Qatar, a country heavily reliant on its hydrocarbon wealth, tourism is playing a pivotal role in diversifying the nation’s economy, providing a shield from oil price fluctuations.
Qatar’s tourism strategy seeks to triple the number of business events tourists by 2030, contributing at least half of the country’s revenue from tourism spending.
Hamad Al-Abdan, Director of Exhibitions at QTA, said:
It is very fitting for this to be the first sub-brand we launch, in line with the substantial number of visitors to Qatar being business tourists, attending a vast business spectrum of more than 150 events staged annually. We believe our business events tourism sector is set for success, with growing event management services, exhibition capacity of 70,000 square metres, including world-class venues such as QNCC 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.’
According to QTA’s Chief Marketing & Promotions Officer, Rashed AlQurese:
QTA has articulated a destination brand in line with the country’s persona, vision and actions. The word mark is a timeless classic; elegant, warm, accessible, and reflective of Qatar. By unifying the voices of the business events sector, this sub-brand will contribute to consolidating all promotional efforts, and provide innovative impetus to a sector crucial to the growth of tourism in Qatar.’
Al Qurese added that the Arabic word mark construct 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.
Facts & Figures on Qatar’s Business Events Sector
- 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.
- 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.
- As of 31 October 2015, Qatar has achieved a 5% 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.
- With over 20,000 rooms, the country’s thriving hospitality sector has maintained a steady occupancy rate of 71% (YTD-30 September 2015),
- 20 new hotel establishments have opened thus far in 2015, bringing the total number of 3-, 4- and 5-star hotels in the country to 87.
- It is estimated that the sector currently provides close to 70,000 jobs in Qatar.
- Qatar has witnessed a significant increase in activity in the business meetings and exhibitions sector. Between 2013 and 2015, growth in the number of exhibitions averaged 35%.
- In 2016, it is expected to grow further by 5%, with 58 shows on the calendar covering a myriad of fields, including jewelry and watches, education and technology, manufacturing, food and even coffee.