Complex Made Simple

Qatar targets South East Asian tourists

Qatar Tourism Authority (QTA) has opened its fifth overseas office to promote the destination’s tourism attractions in the rapidly developing South East Asian market, with special focus on Singapore, Malaysia and Hong Kong.

This follows the recent opening of an office in Saudi Arabia to cover the prime GCC market, as well as the QTA’S successful existing international network in the key European markets of the UK, France and Germany.

QTA’s Chief Marketing & Promotions Officer, Rashed Al Qurese, said, “We are delighted to further reinforce our growing overseas marketing capabilities through this new office. Experience shows that having an on-the-ground presence makes a vital contribution to maximizing the tourism potential of source markets.”

He stressed that a full-time local presence in such markets greatly facilitates the building up strong links and close liaison with the outbound travel trade, including tour operators, travel agencies and MICE and event organizers, as well as with the media. It also helps in providing a destination information service and in mounting market specific promotions to develop consumer awareness among potential leisure and business travellers.

Besides the rapid growth in worldwide outbound tourism from South East Asia in recent years, Al Qurese noted that, thanks to Qatar Airways’ success in promoting Doha as an aviation hub between Europe and the Far East, increasing numbers of South East Asian travellers are already transiting Qatar and therefore offer a rich potential source of encouraging stopover tourism business initially.

“Our focus will be on conveying a strong message that Qatar offers the ideal mix of top quality accommodation and superb leisure facilities, including outstanding cultural attractions and a clean, safe environment with ‘first world’ infrastructure and services. We will also emphasize the destination’s great potential for family entertainment, shopping, dining and other recreational activities to appeal to this market,” said Al Qurese.
In parallel with leisure tourism, S.E. Asia’s buoyant and rapidly developing economy makes it an excellent source market for Qatar in terms of business travel and MICE events. “This is an important area that we will be actively promoting through the new office,” added, Al Qurese.