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DESTINATION QATAR


Article
By Dr. Raed Kombargi, Vivek Madan, and Camil Tahan
June 2024
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It’s been almost eighteen months since the final whistle blew at the 2022 FIA
World Cup in Qatar. Yet tourists keep coming. And coming. In fact, a record 4
million people visited Qatar in 2023, a 60% increase from the previous year. The
crowds easily surpassed the former high of 2.94 million vacationers in 2015. The
transportation and civic infrastructure that Qatar’s public and private sector
constructed in the run up to the tournament proved their commitment to expanding
the country’s tourism industry. To sustain that growth and reach the country’s
stated goal of attracting 6 million visitors by 2030, tourism industry players
must build on their accomplishments.i They must deepen their commitment to
working together by devising a comprehensive strategic plan for future
development and promotion. And they must offer more of the experiences and
activities that travelers today seek out when they book a holiday.

Download the perspective

As a tourist destination, Qatar has much to offer. Hundreds of miles of pristine
beaches fronting crystalline waters.ii A climate that makes most times of year
good to visit. The futuristic skyscrapers that line Doha’s West Bay. Luxury and
family-friendly resorts. Theme parks. Museums that showcase the country’s
heritage and culture.

IN RECENT YEARS, CIVIC LEADERS AND PRIVATE ENTERPRISE WORKED SIDE BY SIDE TO
ENHANCE THE COUNTRY’S PHYSICAL INFRASTRUCTURE.

Doha’s three-line Metro rapid transit system opened in 2019.

Two years later, construction wrapped on the 75-acre, environmentally friendly
Msheireb Downtown Doha complex, replete with hotels, restaurants, and
shopping.iii



Work on Lusail, a $45 billion “green” city just north of Doha with mixed-use
entertainment, commercial, and residential zones, is expected to be complete by
2025.iv



PreviousNext
0
1
2

Inviting and accessible transportation, public spaces, and accommodations are a
solid starting point. But destinations need to offer more – more of the
memorable experiences and activities that are a draw for modern travelers and
the social media influencers that they look to for suggestions and inspiration,
and more services that make it easy to travel.

Qatar has a lot going for it in those departments as well. Vacationers can
choose from a year-round calendar of concerts, professional sports, and cultural
events. A who’s who of global entertainers that have performed in the country
this year or will in the near future.v

This year’s Qatar international food festival in Doha attracted more than
260,000 people. Crowds were almost as big for an inaugural light festival in
Lusail that immersed visitors in interactive light installations created by
international artists.iv

Visiting Qatar is easy. The country waives visas for citizens of more than 100
countries, and doesn’t require them for nationals of the other five GCC
countries. The Hayya mobile app originally designed for World Cup visitors has
been upgraded to handle not only entry requirements but also trip planning,
travel health insurance, and other aspects of a visit.

 

Leaders in Qatar’s public and private sectors must build on recent advances and
accomplishments to reach their ambitious goal of attracting 6 million visitors
by the end of the decade. To do that, we suggest industry players work together
on a unified tourism strategy.


 * The country’s central tourism authority could spearhead a joint
   public-private sector plan for the future, with action steps based on
   existing tourism trends, metrics, and dashboards.vii
 * Travel and tourism players such as Qatar Airways could tap into the country’s
   existing transportation coverage and network to create travel packages or
   all-inclusive excursions for visitors from different demographic backgrounds
   or holiday preferences. They could also plan marketing campaigns that appeal
   to vacationers from parts of the world that haven’t been targeted in past
   promotions.
 * Companies operating in the country could team up on multi-destination
   itineraries with tourism industry players in neighboring countries such as
   Saudia Arabia, which in 2023 accounted for a full 25% of all Qatar’s
   visitors.viii

 * The public and private sector could team up to promote the country’s
   festivals, sports events, experiences, and interactive activities, to
   encourage other local and international entities to stage similar events in
   the area.
 * Finally, the industry must work to ensure their digital infrastructure is as
   solid as its physical foundation to handle higher volumes of prospective
   vacationers so travelers don’t encounter problems planning or taking a trip
   that could hamper their interest in a return visit.



The World Cup may be in the country’s rearview mirror, but not the momentum and
goodwill that came with it. Qatar can turn itself into a more attractive tourist
destination by coordinating efforts and creating travel packages and activities
that appeal to influencers and different demographic groups, with the physical
and digital infrastructure needed to support them.

This article originally appeared in Qatar Tribune, May 2024.

 1. https://imo.gov.qa/priorities/tourism/
 2. https://www.worlddata.info/asia/qatar/index.php#:~:text=Qatar%20is%20a%20country%20on,area%20and%20ranked%20165th%20worldwide
 3. https://www.nytimes.com/2023/11/23/style/shopping-souk-waqif-msheireb-doha-qatar.html
 4. https://www.worldconstructionnetwork.com/projects/lusail-city/
 5. https://visitqatar.com/intl-en/events-calendar/qatar-concerts
 6. https://www.qna.org.qa/en/News-Area/News/2024-03/05/0068-qatar-tourism-concludes%C2%A0luminous-festival,-announces-march-calendar
 7. https://www.qatartourism.com/en/news-and-media/sector-statistics/tourism-reports
 8. https://www.qatartourism.com/content/dam/qatar-tourism/qatar-tourism-reports/Qatar-Tourism-FY-2023-tourism-performance-report.pptx.pdf#page=2


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CONTACT US

Dr. Raed Kombargi

Partner, Strategy& Middle East

Email

Vivek Madan

Partner, Strategy& Middle East

Email

Camil Tahan

Partner, Strategy& Middle East

Email



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