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Strategy, Marketing, Trade

Qatar Tourism

INTRODUCING QATAR TO SCANDINAVIA

CHALLENGE

Historically, Qatar has been best known as a stopover destination due to the Qatar Airways’ hub in Doha. However, Qatar Tourism’s new tourism strategy aims to grow annual international visitor arrivals to six million by 2030. This ambitious goal led Qatar Tourism to hire Atlantic Link to increase visitation from Scandinavia and Finland.

APPROACH

Alongside with Qatar Tourism’s global consumer campaign “Experience a World Beyond” that has increased brand awareness globally, Atlantic Link have rolled out a comprehensive B2B strategy. We have worked closely with the travel trade on various activities to make the destination available and inspire more Scandinavians and Finns to visit Qatar.

RESULTS

Despite travel restrictions due to Covid-19, our comprehensive B2B strategy across Scandinavia and Finland have increased knowledge and awareness of the destination among the travel trade and most importantly increased visitation to Qatar. See some of the activities highlighted below.

QATAR TOURISM

B2B STRATEGY 2021

Marketing Co-ops with Tour Operators

We have partnered with 18+ tour operators across Scandinavia and Finland, to make Qatar featured and bookable on their platforms. Marketing strategies leveraging their platforms have increased bookings and destination awareness. Inspirational micro sites, newsletters, social media posts and advertising, banner advertising as well as retargeting, Google Analytics have contributed to the great results.

Newsletters and Online Activations

We have shared monthly destination updates and relevant content and assets with our trade partners. We have promoted the destination training program through online competitions to encourage the trade to educate themselves further about the destination. We have also promoted the destination on local trade media platforms.

Nordic FAM Trips to Qatar

To truly understand a destination, it must be experienced. In collaboration with Discover Qatar and Qatar Airways we have welcomed selected travel trade agents on FAM trips to Qatar to show them hotel properties, attractions, products, new developments and let them experience the unique Qatari culture firsthand. The FAM trips have increase destination knowledge among our trade partners.

Qatar Sales Mission in Denmark and Sweden

For the first time ever, we welcomed a delegation from Qatar Tourism to meet with the travel trade and media in Denmark and Sweden. We arranged two travel trade events and two media events where destination updates were presented to the trade and press. We also arranged meetings with key trade partners to discuss results and future strategy.