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Qatar Tourism launches its biggest promotional campaign, ‘Experience a World Beyond’


The campaign targets 17 global markets and features CGI animated characters. The global campaign is part of a strategy to boost the role played by tourism in Qatar's economy and increase its contribution to the GDP to 10% by 2030, and increase visitor arrivals to 6 million

The campaign raises awareness of the destination and what it offers, in advance of the FIFA World Cup Qatar 2022™ and beyond.

Qatar Tourism launches its biggest promotional campaign, ‘Experience a World Beyond’

Qatar Tourism launched “Experience a World Beyond”, its largest promotional campaign to date, which targets 17 top visitor source markets for Qatar.

The new promotional campaign features nine characters designed using CGI technology. The three main characters that represent Qatar and its experiences are Shaheen, Maha, and Lulu. They serve as tour guides who take visitors to historical and heritage sites and attractions, as well as on entertainment and adventure tours in Qatar.

The “Experience a World Beyond” campaign can be seen across OOH, broadcast, print and digital channels across major cities in the United Kingdom, France, Italy, Germany, Russia, Turkey and the United States. The campaign will also be promoted across social media platforms and can be followed on Facebook, Instagram, TikTok, Snapchat, and YouTube.

Chairman of Qatar Tourism and Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, stated: “The resumption of global travel and tourism has resulted in competition for visitors. With its varied tourism offerings and annual calendar of entertainment and sports events, Qatar can more than hold its own. Our new promotional campaign is one of many tools that will help us achieve our sector goals.  Through creative marketing, and deploying our digital resources, the campaign will raise awareness of the destination and its tourism products as we head towards the FIFA World Cup Qatar 2022™ and beyond.”

He added: “We are committed to our goal of attracting 6 million visitors by 2030, enhancing tourism’s role in the development of the national economy, by increasing its contribution to GDP to reach 10% by 2030, and thereby furthering Qatar National Vision 2030.”

In the past year alone, Qatar Tourism, in collaboration with its partners, has launched several initiatives and programmes to welcome visitors from all over the world and to provide them a safe tourism experience. This includes the "Qatar Clean" program, which promotes a healthy and safe environment in hospitality. Qatar Tourism also launched the "Service Excellence" program to elevate the tourism experience at every stage of the visitor journey. The entity has also developed its Visit Qatar website as part of its digital transformation, and launched a Visit Qatar mobile application that offers a handy guide to the country's offerings, providing location-based recommendations and interactive functions that tailor content to visitor needs and interests.

Qatar Tourism has also announced the launch of a "World Class Chefs" project, a two-year initiative whereby renowned chefs from around the world will be hosted in Qatar. This aims to take the country's world class dining experiences to the next level, supporting the hospitality sector and facilitating investment opportunities in the food and beverage sector. Qatar Tourism is also preparing to launch Heya Arabian Fashion Exhibition in December 2021, and Qatar International Food Festival (QIFF), which is expected to be the longest edition ever - during November and December 2021.

In addition, Qatar’s calendar of events promises exciting sporting events, such as the FIFA Arab Cup 2021™, Formula 1 Grand Prix, Swan Lake, Qatar Balloon Festival, the ICC men’s T20 World Cup Asia A qualifier, and many other local and international tournaments.


For media-related inquiries, please contact Qatar Tourism’s Press Office on:

+974 7034 8963 |  

About Qatar Tourism

Qatar Tourism’s mission is to establish Qatar as a place where cultural authenticity meets modernity, and where people of the world come together to experience unique offerings in culture, sports, business and family entertainment, rooted in Service Excellence. Qatar Tourism will regulate and develop the tourism industry, encouraging investment from the private sector. It will set the national strategy for the tourism sector, reviewing it periodically and overseeing its implementation, with the aim of diversifying tourism offerings in the country and increasing visitor spend. Through our network of international offices in priority markets, and cutting-edge digital platforms, Qatar Tourism is expanding Qatar’s presence globally and enhancing the tourism sector.