MICE potential of Qatar for international business travel
Two years ago, during a press tour of Qatar, we had the opportunity to interview the COO of Qatar Tourism Berthold Trenkel. We talked about the development of tourism infrastructure before the FIFA World Cup Qatar 2022 and the opportunities opening up for corporate clients. We are pleased that Mr. Trenkel again answered our questions related to the current development of the MICE industry in Qatar.
Lina Moskvina. CEO MICE&more: How has the FIFA World Cup Qatar changed Qatar's position in global tourism?
Berthold Trenkel, COO of Qatar Tourism: Qatar captivated the world with its seamless organisation of the FIFA World CupTM late last year and its ability to welcome travellers from all corners of the earth during the world’s biggest sporting event. The successful delivery of the World Cup was the product of 12 years of imagination, hard work, and visionary leadership.
For many of our 1.4 million visitors during the tournament, this could have well been their first time to visit Qatar or even the region. Visitors directly experienced the hospitality of our country and enjoyed the safe, family-friendly environment that the tournament presented. In addition, visitors were privy to Qatar’s expanded hospitality offering, which included new beaches, museums, theme parks and more.
The tournament also demonstrated Qatar’s ability to host large-scale events through its seamless transportation and hospitality infrastructure which includes its award-winning airport and national airline, metro and tram network and expanded offering of hotels and resorts that cater to every preference and budget.
Undoubtedly, the FIFA World CupTM highlighted Qatar’s position as a desirable tourist destination – one that embraces its innovative future while preserving its strong heritage and culture.
Since then, visitor numbers have outperformed what was achieved in the year of the World Cup. For instance, Qatar registered over a million visitors in the first quarter of 2023, the highest-ever first quarter seen in any year. By August 2023, we had exceeded visitor numbers in 2023 and by end of this year, Qatar has crossed four million visitors, reaching a new record in the history of the country. The top five nationalities are Saudi Arabia, India, the US, UK, and Mexico, reflecting Qatar’s appeal to visitors from around the world.
Lina Moskvina. CEO MICE&more: How has the tourism infrastructure changed? Which championship legacy will be preserved and which won't?
Berthold Trenkel, COO of Qatar Tourism: One of the key aspects of the tournament’s legacy that has been preserved is the Hayya application which welcomed more than 1.4 million visitors during the FIFA World Cup. Earlier this year, Qatar Tourism, along with other key stakeholders, re-launched the platform in a new format, unifying all tourism and business visa processes and providing anyone who needs a visa to travel to Qatar a simple and direct means through which to apply. This is over and above Qatar’s already open visa policies which sees 97 nationalities granted visa on arrival.
At the same time, Qatar’s sporting legacy is being maintained and amplified through the incredible line-up of sporting championships we have seen this year and that are being scheduled for 2024. For instance, this year we held the Qatar GKA Freestyle Kite World Cup 2023, Qatar TotalEnergies Open, Qatar ExxonMobil Open, Formula 1, and MotoGP Grand Prix 2023, to name a few, while beginning of 2024 will kick-off with the 18th AFC Asian Cup which will have 24 nations compete and Qatar re-ignited with football fever. Qatar is also demonstrating a true culture of athleticism and sporting excellence by creating opportunities for athletes to thrive. Recently, Qatar was home to a new world record set by Jan Roose who walked 150 metres on the longest LED-lit slackline ever attempted on a single building. The slackline was elevated at more than 185 metres and was just 2.5 cm wide, stretched across one of the newest and most iconic hotels in Qatar, the scimitar-shaped Raffles and Fairmont Doha.
Finally, Qatar’s blend of culture and heritage fused with modern marvels is a legacy that will be continued from the championship into the future to fulfil the 2030 national tourism strategy. Qatar will continue creating modern architectural structures that pay homage to the country’s culture and heritage, captured in areas like Msheireb Downtown Doha and the National Museum of Qatar, while the renovation of Souq Waqif will allow more visitors to experience Qatar’s authentic souq with first-class service excellence. Importantly, Qatar will continue creating a safe and family-friendly environment for visitors to experience the country’s cultural, natural and contemporary offering.
Lina Moskvina. CEO MICE&more: What next major events will be used to popularize Qatar? What events in Qatar planned for 2024 deserve attention?
Berthold Trenkel, COO of Qatar Tourism: Qatar Tourism launched a full calendar for 2024, showcasing more than 80 unique events for the year. Qatar is set to see an exquisite line up of cultural events, sporting championships, intellectual summits, e-mobility panels, and much more. Some of next year’s event highlights include:
The 18th AFC Asian Cup hosted from January 12 till February 10 in six stadiums, with 24 national football teams competing with one another. The AFC Asian Cup attests to Qatar’s ongoing sporting legacy, as one of the largest sporting events of the year.
Expo 2023 is the region’s first ever international horticultural exhibition, Doha Expo runs till March 28, 2024, bringing visitors a platform to engage with local and international agricultural organisations. The theme, ‘Green Desert, Better Environment,’ has exhibitors emphasizing solutions to a more sustainable and technological agricultural landscape.
Shop Qatar 2024 was kicked off January 1 and will continue till January 27, with incredible discounts in stores, raffle draws, and entertainment spread out in shopping malls. There are a total of 13 shopping malls participating which visitors can explore, with hundreds of shops featuring different offers and entertainment.
Doha Jewellery and Watches Exhibition 2024 is celebrating 20 years of luxury and opulence and this year’s DJWE will see special celebratory elements including exclusive designer collaborations and the finest jewellery reveals. For the past two decades, DJWE has brought together leading local, regional and international brands under one roof in a display of exquisite craftmanship and design. Taking place from February 5 to 10, 2024, DJWE will be held at the expansive halls of the Doha Exhibition and Convention Center.
World Aquatics Championships Doha 2024 is taking place from February 2 to 18, 2024 at Aspire Dome, Old Doha Port, and Hamad Aquatic Center. This tournament will be hosting 2,600 top athletes, from over 190 countries, for 75 medal events, with an opportunity for athletes to qualify for Olympic Games Paris 2024. Sports include swimming (open water and artistic), diving and high diving, and water polo. Visitors can witness top-class aquatic performances from athletes from all over the world.
Katara International Arabian Horse Festival will run from February 1 to 11 and will showcase different purebred horses in competition with each other. Held under the patronage of His Highness Sheikh Tamim Bin Hamad Al Thani, the Amir of Qatar, this event aims to celebrate the originality of Qatar’s cultural landscape of animals. Alongside watching the competition, visitors can indulge in an array of activities from painting and sculpture art, to witnessing parades and light show.
Web Summit, the world’s largest technology conference, the Web Summit, will be held from February 26 to 29, 2024, marking it as the first time ever being hosted in the Middle East and North Africa region. Aiming to bring together investors, academics, and leaders in the tech-world, this event is set to be a fusion of intellectual growth for locals and visitors. With rapidly developing technology and the emergence of generative artificial intelligence, this conference will serve as a pivotal landmark for the future of the global tech market with its fruitful discussions and exchanges.
Lina Moskvina. CEO MICE&more: Why is Qatar ideal for MICE?
Berthold Trenkel, COO of Qatar Tourism: MICE is a key component of the national tourism strategy and Qatar Tourism has invested heavily in issuing licenses for business events offices, organising high-profile events, and hosting induction trips for MICE specialists to showcase the country’s world-class facilities and services.
Qatar Tourism has a dedicated team that can work closely with organisers to facilitate key introductions to stakeholders in Qatar as well as support them through financial and in-kind support for international business events organized in Qatar.
Qatar features all the components for a memorable and impactful MICE program. Benefiting from a high safety record, easy access, developed event management services, and an expanded transport network and a burgeoning hospitality industry, Qatar sits at the crossroads between East and West, making it a convenient six to eight-hour flight from most major cities across the globe. Our award-winning Qatar Airways has an unmatched international network with over 160 global destinations, connecting the USA, Europe, Africa, Australia/New Zealand and the Middle East.
Qatar possesses state-of-the-art MICE facilities, with two major convention and exhibitions centres offering a combined exhibition capacity of more than 70,000 square metres as well as over 128 hotels with meeting venues. In addition to traditional meeting spaces, Qatar boasts a variety of truly memorable and inspiring venues such as the Museum of Islamic Art and the National Museum of Qatar which have spaces suitable for meetings, receptions, and exhibitions. Qatar’s desert landscape, such as at Khor Al Udaid, is an excellent choice for outdoor events, team-building activities, and cultural experiences with the ultimate desert safaris complete with dune bashing and campfire gatherings.
While here, MICE delegates can explore Qatar’s diverse tourism offering. Qatar is an exciting global travel destination, featuring an abundance of undiscovered experiences and varied itineraries suitable for every type of group and event. The country offers spectacular sandy beaches, making it a water sports paradise, alongside an ever-expanding selection of five-star hotels and resorts offering affordable luxury. Visitors can experience awe-inspiring architecture, traditional souqs, and world-class museums, as well as cuisines ranging from local and traditional fare to modern and international gastronomy – all with the promise of first-class hospitality.