Khalid Tawalbeh
Doha
Visit Qatar has launched a dual campaign approach to redefine the travel experience in Qatar and establish the country as both a top vacation and stopover destination.
These campaigns, titled ‘Surprise Yourself’ and ‘What a Difference a Day Makes’, are part of Qatar’s vision to reach six million visitors annually by 2030 and attract the curiosity of travellers from all over the globe.
Combining insights into Qatar’s natural wonders, cultural vibrancy, and modern luxuries, these campaigns offer a glimpse into a country brimming with unforgettable moments.
Through ‘Surprise Yourself’, Visit Qatar has created a campaign designed to inspire families, couples, and groups of friends alike. The message is simple: Qatar has far more to offer than one might expect. Whether it’s soaking up the sun on Banana Island, losing oneself in the bustling Souq Waqif, or braving the thrill of dune bashing, this campaign captures Qatar’s diversity in experiences and attractions.
Set to a vibrant, modern rendition of Bobby Hebb’s ‘Sunny’, the campaign reaches out to audiences in 10 international markets via television, digital platforms, and social media. By blending luxury with adventure, Qatar aims to redefine what it means to travel and create memories that stay with visitors long after they leave.
At the heart of the campaign is a showcase of Qatar’s warm and inviting environment, where travellers can find moments of peace, fun, and cultural richness.
According to Engineer Abdulaziz Ali Al Mawlawi, CEO of Visit Qatar, Qatar’s accessibility, located within a six- to eight-hour flight from many major cities, makes it an ideal destination for all kinds of travellers. With 177 direct connections to destinations like the USA, Europe, Africa, and the Middle East, Qatar is easily accessible and offers a wealth of attractions in a safe, inclusive atmosphere.
‘Surprise Yourself’ goes beyond conventional tourism promotion by highlighting Qatar’s broad appeal, from its futuristic skyline and five-star resorts to the quiet beauty of its beaches and traditional cultural sites. This combination of heritage and modernity makes Qatar a natural fit for those seeking both relaxation and excitement.
The campaign invites travellers to escape routine and create new memories, all while basking in the warmth of Qatar’s renowned hospitality. It’s an invitation to experience ‘Moments That Stay With You’, encouraging people to let Qatar’s magic surprise them in ways they never imagined.
On a different yet complementary note, ‘What a Difference a Day Makes’ targets a specific audience: travellers making a stopover in Qatar. With Hamad International Airport welcoming millions of passengers every year, Visit Qatar saw a unique opportunity to turn layovers into mini-vacations. Rather than spending hours in transit, stopover visitors can now dive into the essence of Qatar, even if only for a day.
The campaign highlights Qatar as the perfect stopover destination, offering just enough time to explore the city’s many treasures — from white-sand beaches to world-class dining and iconic architecture. The campaign’s theme song, Dinah Washington’s ‘What a Difference a Day Makes’, adds a classic touch to the idea that a single day in Qatar can leave an indelible mark on any traveller.
Visit Qatar’s website has launched a curated section for the stopover campaign, complete with itineraries that cater to various time frames, enabling travellers to seamlessly explore the best of Qatar in 24 hours or less. With the support of Qatar Airways, visitors can book stays at a wide selection of luxury hotels with packages starting at an attractive $14 per night, transforming a typical layover into a memorable experience. Whether it’s a poolside retreat, a rejuvenating spa session, or a cultural tour through Doha’s iconic landmarks, stopover travellers are encouraged to make the most of their brief stay and dive into all that Qatar has to offer.
Mawlawi emphasised, “100% of visitors at Hamad International Airport are potential guests of Qatar.”
The airport’s location close to the city centre, couple with seamless visa-free travel for nationals from 102 countries, makes Qatar an accessible and convenient destination for short-stay visitors. Through this initiative, Qatar is redefining the stopover concept — an invitation for travellers to experience the sights and sensations of Qatar instead of simply passing through.
Both campaigns come at an opportune time, as Qatar prepares for an exciting winter season brimming with world-class events. From the return of Formula One racing and concerts with international artists to cultural highlights like the Doha Jewellery and Watches Exhibition and the Qatar International Food Festival, this season promises something for every visitor.
These events, alongside Qatar’s existing attractions, add layers of richness to the travel experience, further enhancing the country’s appeal.
Looking ahead to 2025, Qatar’s tourism calendar includes marquee events such as the Web Summit and the Arab Cup. These international gatherings further cement Qatar’s status as a global destination for both leisure and business, while contributing to its evolving tourism landscape.
As Mawlawi and his team at Visit Qatar continue to roll out innovative campaigns, it’s clear that they are building a sustainable tourism future rooted in service excellence and accessibility.
Visit Qatar, the driving force behind these campaigns, serves as the main promotional arm of Qatar Tourism. With a mission focused on developing attractions, expanding the events calendar, and positioning Qatar as a top destination for MICE (Meetings, Incentives, Conferences, and Exhibitions), Visit Qatar is actively reshaping Qatar’s tourism narrative.
Through digital platforms, international offices, and cutting-edge marketing strategies, the organisation aims to amplify Qatar’s presence worldwide.
