QATAR FALL ROADSHOW 2023

CASE

Category:
Event Management, Trade, Sales, Strategy

Visit Qatar

Visit Qatar Roadshow: Fall 2023

OBJECTIVES

As part of its tourism strategy, Visit Qatar aims to increase international visitor arrivals to six million annually by 2030. Building on the success of a previous Nordic roadshow, Visit Qatar launched a new Qatar travel trade roadshow in Europe to strengthen awareness and increase visitation from Scandinavia and the Benelux region.

Following the successful delivery of the Nordic roadshow earlier in the year, Atlantic Link was selected to manage both the Nordic and Benelux events in close collaboration with Qatar Airways. The roadshow visited Stockholm, Copenhagen, Amsterdam, and Brussels.

SOLUTION

The Visit Qatar Fall Roadshow created a buyer-seller platform connecting European outbound travel professionals with tourism suppliers from Qatar.

The roadshow targeted four key European capitals—Stockholm, Copenhagen, Amsterdam, and Brussels—chosen for their importance within the Northern European travel market and their concentration of major travel companies.

Building on insights and feedback from the previous roadshow, Atlantic Link refined and optimized the event experience to maximize engagement and business opportunities for participants.

RESULTS

The roadshow generated significant interest across both the Nordic and Benelux markets.

More than 400 registered travel agents
Extensive waiting lists across multiple events
Exhibitor satisfaction score: 4.7 out of 5
Guest satisfaction score: 4.5 out of 5

Participating Qatari hotels and DMCs reported receiving highly relevant leads and valuable business opportunities, demonstrating strong European interest in Qatar as a destination beyond the traditional stopover market.

Highlights

Partners
During Visit Qatar Fall Roadshow in September 2023, we had 15 partners from Qatar representing hotels, DMCs, MSC Cruises, Finnair, and Qatar Airways. The partners met up with 400 travel agents and tour operators across 4 capital cities in the Nordic & Benelux region.

1-on-1 Meetings
Focused meetings allowed for dedicated facetime with each buyer. Travel agents were handed a questionnaire with questions about each exhibitor, to ensure focused meetings. Our setup allowed all travel agents to meet each exhibitor in a window of five minutes minimum.

Market Update
A detailed Market Update of the individual Nordic country was given to the exhibitors prior to each event. This allowed the exhibitors to prepare to meet the travel agents. Furthermore, the exhibitors reported that it was helpful in terms of strategizing for each market in the future.

Benefits
The Roadshow format allowed for targeted business conversations and the exchange of contact information between Nordic travel agents and DMCs/hotels in Qatar. The exhibitors had the assurance of meeting pre-qualified buyers with a higher chance of conversions post the roadshow through our carefully selected list of contacts.