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Hessa Al-Thani, Head of Marketing and Planning department at Qatar Tourism, tells QH about what kept the World Cup visitors enthralled and the scope of tourism beyond the mega event
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Qatar Tourism holds its own, but how do you see it in the light of the FIFA World Cup?
Qatar has steadily grown as a worldclass tourism destination, and while the FIFA World Cup Qatar 2022 offered an incredible opportunity to showcase Qatar to the world, our tourism strategy goes well beyond the mega sporting event. With Qatar as an ideal destination for families, couples or solo travellers, offering a multitude of experiences from pristine beaches to iconic museums, premium shopping and stunning nature escapes, our strategy sees Qatar as the fastest growing tourism destination in the region by 2030, with the annual number of visitors growing to six million by that time. In addition, our strategy identifies six demand spaces which highlight the right cross between global travel needs and segmentation and the areas that Qatar can best cater and deliver to. These are: Sun, Sea and Sand; Active Holidays; Relax & Rejuvenate; Cultural Enthusiasts; Luxury City Breaks and Romantic Getaways. As part of our strategy, we have identified 15 priority markets which have potential for point-to-point travel and which are more suited for stopover travel. We had an incredible pipeline of assets and offerings that provided visitors with a once-in-a-lifetime experience during the World Cup and beyond.
What plans were in place for visitors to make the most of the opportunity?
With eight stadia situated all around the county, there was plenty for visitors to see and do on match day, while those with more extended stays could plan to visit more distant attractions. For instance, the World Cup final was staged at the Lusail stadium, a short stop away from one of the most exciting recent developments, Al Maha Island, which offered a full day of fun and adventure, from the rides of Lusail Winter Wonderland to the fine-dining offerings at Zuma or Tatel. Not to miss were Qatar’s world-class museums and iconic galleries which are a key draw to international visitors. With art in public spaces, installed by renowned global artists such as
East-West/West-East by Richard Serra and situated in the vast Brouq Nature Reserve, Qatar boasts a dynamic art and cultural scene. Visitors contemplate art not only housed within the rich collections of the museums, but also in the very structure and external facades of the buildings themselves. For instance, the National Museum of Qatar (NMoQ), designed by Jean Nouvel, is inspired by the desert rose and is a striking piece of work on the prominent Doha Corniche. The Museum of Islamic Art (MIA), designed by I M Pei, masterfully combines Islamic architecture with 21st century innovation. Wherever their interest lay, and however long the duration of their stay, there was something for everyone in Qatar. The Visit Qatar app was a ready reckoner to browse the many different itineraries and inspirational ideas suited for family holidays, romantic getaways, outdoor adventures and any other kind of holiday. Given that the World Cup was being staged during the winter season, what did the visitors look most forward to including cruise tourism?
The cool weather in Qatar is the perfect time to enjoy the great outdoors. From nature retreats in the heart of the city to more remote escapes, there are many beautiful outdoor settings that fans enjoyed. Recently opening its doors to the public is Fuwairit Kite Beach Resort, which sits at the northern tip of Qatar. The wind and water conditions there are ideal for those who passionately take up kitesurfing, but the resort is also great for anyone looking to relax on the unspoiled sands of this tucked away gem. Right in the heart of Doha, we are also developing beautiful coastal attractions such as the West Bay North Beach which will see pedestrianised paths and 40,000 square metres of premium beachfront. Qatar’s winter season makes for an incredible family holiday, with the
country’s many promenades, whether at the Doha Corniche, Katara Cultural Village or The Pearl-Qatar, creating a gorgeous setting where kids can run and play while mums and dads take in stunning architectural views or do a little bit of shopping on the side. For those visiting by sea, Doha Port offered the distinct advantage of being closely located to some of Qatar’s most prominent attractions, such as Souq Waqif and Msheireb Downtown Doha. This year saw an exciting first for cruises in Qatar, as one of the mega cruise ships hosting football fans was inaugurated just days before the beginning of the FIFA World Cup Qatar 2022. It then went on its maiden voyage from Doha (homeport), circling both the Arabian Gulf and Mediterranean Sea in a 10-day tour.
What was the most significant aspect of Qatar Tourism that made it a double bonanza for football fans?
We believe that global football fans had a truly unique opportunity to visit, experience and enjoy a part of the world they may never have ventured to. We were thrilled to potentially offer fans their first taste of the region and we are certain that Qatar’s warm hospitality, rich culture and heritage gave visitors plenty of reasons to travel again to Qatar and see more of what it has to offer.
What were the best transport options available to ferry fans to and from the stadia?
Visitors were able to move easily and efficiently around the country using the accessible and affordable public transportation system. Doha Metro is a state-of-the-art network that not only linked many of the stadia, but also took fans to some of the country’s most prominent cultural, leisure and shopping attractions. In addition, the bus service, Metrolink, provided free shuttle rides across the city to metro station entrances. n
