pointed out Wissam Suleiman, cluster general manager, Marsa Malaz Kempinski, The Pearl – Doha and Kempinski Suites & Residences, West Bay.
In fact, the capital city is undergoing an urban transformation, claimed Gianrico Esposito, general manager, The Westin Doha Hotel & Spa – which is due to open later this year – saying that the current development of large infrastructure projects such as the rail network, roads, malls and cultural destinations will only reinforce Qatar’s position as one of the primary hubs for international business and tourism in the Middle East.
All these developments form part of the government’s national economic diversification strategy which aims to build a broader economic base with tourism being prioritised as one of the key sectors for future growth.
A major force behind the developments, especially within the hotel sector, has been Katara Hospitality, for over four decades.
Today, the company’s global portfolio includes 35 properties in operation or under development spread across 12 countries on three continents.
As Hamad Abdulla Al-Mulla, CEO, Katara Hospitality, explained, the organisation’s ambition and achievements demonstrate how far the hospitality landscape in the Gulf state has come.
“The [industry] in Qatar is evolving at a rapid pace and as part of this growth, we recognise the importance of diversification, especially catering to the increasing international arrivals,” said Al-Mulla, while also reiterating the company’s commitment to leaving a legacy for generations to come.
“Mega projects such as the futuristic development of Lusail City, home to Katara Hospitality’s Katara Towers, Lusail Marina District development, will help diversify Qatar’s economy and enhance its image as a distinctive [country] that celebrates the region’s unique cultural and geographical heritage,” he said.
As Al-Mulla disclosed, the goal now is to reach the target of 60 projects over the next 10 years and while Europe remains a key area of focus, the firm is also investing into the (re)development of its Doha portfolio as well as its home-grown Murwab Hotels brand.
“Our ultimate goal is to be one of the leading hospitality organisations in the world and in addition to this our strategic vision for Murwab Hotel Group over the next 10 years is to be one of the world’s premier hospitality management brands dedicated to providing unique and unrivalled guest experiences,” concluded Al-Mulla.
All in all, supported by a USD45 billion investment plan, Qatar targets 7.4 million visitors by 2030, up from 2.83 million in 2014, with the share of non-GCC tourists set to soar from 30 percent in 2012 to 64 percent by 2030.
In order to achieve these goals, the country is determined to enhance its tourist appeal and shift the business to leisure ratio from 69.9:30.1 percent in 2014 to 64 percent of holiday-makers, from outside the Gulf region, by 2030.
To boost tourism revenues to USD10.7 billion, up from USD8 billion in 2013, average length of stay is forecasted to expand from 3.5 days in 2014 to 4.3 days.
The targeted numbers are well-calculated, based on the comprehensive nationwide strategy, which is now being streamlined by Qatar’s first destination brand, which, according to Issa bin Mohammed Al Mohannadi, chairman, QTA, heralds a new chapter in the country’s journey towards achieving its vision.
“In launching this brand, which is the first to represent Qatar as a destination, and by channelling multiple characteristics of the nation’s persona, hopes, actions and vision, our efforts to promote the country and pique interest from world travellers gain new strength and cohesion,” elaborated Al Mohannadi.
Encompassing both tradition and modernity, the hallmarks of Qatar’s discerning identity, the campaign captures the essence of the nation and aims to position the country as a premium tourist destination, thereby broadening the pool of potential visitors.
In fact, a range of projects are underway, such as a new national museum, as well as the redevelopment of the old port in the city centre, among others, all of which are set to boost Qatar’s touristic appeal.
Underscoring Qatar’s shift towards a more diverse atmosphere, the country is set to soon welcome what is hailed as the region’s first entertainment mall. Slated to launch in August, Mall of Qatar promises to keep customers coming back for more, said Naomi Sargeant, managing director, Mall of Qatar.
Work is also underway at the 26km2 New Port Project with over 15,000 people being currently involved.
The QAR27 billion (USD7.4 billion) venture, which will include Hamad Port, a new naval base and Qatar Economic Zone 3, is gradually transforming Qatar’s coastline.
While the old port in the city centre undergoes a comprehensive redevelopment, Hamad Port will start welcoming cruise ships in October with 30 vessels expected to call at the state’s shoreline, bringing thousands of visitors to the country.
“For many years, the UAE has been the preferred destination but as Qatar develops, it has proven itself to be a strong competitor […] providing a different leisure experience,” noted Lahlouh.
