QATAR FALL ROADSHOW 2023

CASE

Category:
Event Management, Trade, Sales, Strategy

Visit Qatar

Visit Qatar Fall Roadshow in September 2023

OBJECTIVES

Qatar has been best known as a stopover destination due to the Qatar Airways hub in Doha. However, Visit Qatar’s tourism strategy aims to grow annual international visitor arrivals to six million by 2030. This ambitious goal led Qatar Tourism to schedule another roadshow, following the succes in February, with the aim of increasing visitation to Qatar from the region of Scandinavia.

Seeing the succes from the Nordic roadshow in February 2023, Qatar Tourism also wanted to activate the Benelux region. Seeing how well Atlantic Link did at managing the roadshow in February, Qatar Tourism also asked Atlantic Link to manage the Benelux Roadshow, which was done in close cooperation with Qatar Airways at each location. Combined it was a Nordic & Benelux Roadshow, visiting Stockholm, Copenhagen, Amsterdam, and Brussels.

SOLUTION

With the Visit Qatar Fall Roadshow, we established a buyer-seller platform to activate synergies between the European outbound travel trade and suppliers from Qatar. We targeted four capitals: Stockholm, Copenhagen, Amsterdam, and Brussels. These four cities account for a significant portion of outbound travel from Northern Europe and are home to some of the largest travel companies in Europe. Implementing the feedback and learnings from the February roadshow, we always thrive to improve our events.

RESULTS

With over 400 travel agents registered and an extensive waitlist, we demonstrated a strong interest from Europe in learning more about Qatar as a travel destination. Qatari hotels and DMC’s reported receiving pertinent leads for potential future deals, and the Roadshow received a high satisfaction rate of 4,7 out of 5 from the exhibitors, and 4,5 from the guests.

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.