Qatar Tourism’s Ascent: Breaking Records, Elevating Experiences, and Shaping the Future of Travel
Omar Al Jaber reveals how Qatar Tourism is driving record-breaking growth through strategic partnerships, digital innovation, and a relentless focus on service excellence.
Omar Al Jaber, Director of Shared Services at Qatar Tourism, unpacks the country’s record-breaking visitor numbers, strategic growth agenda, and unwavering focus on service excellence and innovation.
Qatar’s tourism sector is rewriting its own playbook. With an unprecedented 5.07 million visitors in 2024 — a 25% jump over the previous year — and a strong Q1 2025 start with over 1.5 million international arrivals, Qatar is asserting itself as one of the world’s most dynamic and forward-looking travel destinations.
At the heart of this transformation is Qatar Tourism, guided by a bold vision and strategic leadership. At the 32nd Arabian Travel Market (ATM) 2025, we caught up with Omar Al Jaber, Director of Shared Services at Qatar Tourism, to understand the forces propelling this growth and the authority’s commitment to world-class service, innovation, and partnerships.
A Landmark Year for Tourism
Reflecting on 2024, Al Jaber shared:
“The year 2024 was truly amazing for us. We reached 5.1 million visitors — a 25% increase over 2023 — and 48% of those came from the GCC, setting a new record.”
Hotel occupancy averaged 77% — another all-time high — while the average daily rate (ADR) also rose, signaling robust demand and strong performance across the hospitality sector. Most remarkably, this momentum has sustained two years after the FIFA World Cup, signaling that Qatar’s tourism appeal extends well beyond mega-events.
The numbers are more than statistics. They reflect the success of Qatar’s multi-access tourism strategy, with diversified offerings and multi-modal connectivity via air, land, and sea.
Q1 2025: A Powerful Start
High-profile events like Web Summit Qatar, the Doha Jewellery & Watches Exhibition (which attracted nearly 30,000 visitors and QAR 246 million in sales), and the Qatar International Food Festival (drawing over 365,000 attendees) were pivotal in boosting early 2025 footfall.
Eid Al Fitr 2025 also brought record-breaking holiday arrivals, with 214,000 visitors during the eight-day celebration — a 26% increase year-on-year.
Service Excellence as a Strategic Pillar
Al Jaber emphasized that service quality is central to sustaining growth:
“We’ve established a Service Excellence Department that ensures consistent, high-quality service across the tourism ecosystem.”
Initiatives like the Qatar Tourism Awards encourage excellence and competitiveness, while MICHELIN Guide recognition has raised the bar in culinary experiences.
From hotels to taxi drivers and tour guides, regular training and content updates are provided to frontliners to ensure every visitor encounter reflects Qatar’s high standards.
Cruise Tourism and Market Diversification
The 2024/2025 cruise season marked a 19% year-on-year rise in ship calls, with 87 cruise ships bringing over 360,000 passengers to Qatar. Thirteen homeporting calls and five maiden voyages highlight Qatar’s emergence as a regional cruise hub. Notably, over 10% of arrivals were turnaround passengers — adding greater value to the local economy.
Family tourism, weddings (especially Indian weddings), and luxury leisure are among the fastest-growing segments. Qatar’s market strategy spans over 52 countries, with tailored campaigns, partnerships, and promotions managed by international offices.
Innovation at the Core
Digital transformation is at the forefront of Qatar Tourism’s outreach.
“We focus on data-driven digital marketing, using platforms like Meta and Snapchat and leveraging chatbots for real-time engagement,” Al Jaber explained.
The approach is shifting away from traditional advertising to targeted, high-conversion media strategies that bring measurable returns and audience precision.
Strategic Regional Partnerships
ATM 2025 was not only about showcasing Qatar’s offerings — it was a platform for impactful collaboration. Qatar Tourism signed MoUs with Huawei, flynas, and Satguru Travel to strengthen digital marketing, regional air connectivity, and presence in African markets.
A major cruise partnership with Celestyal Cruises is projected to bring 40,000 visitors, while a new twin-centre holiday initiative with Abu Dhabi will promote shared itineraries and cross-border travel.
Qatar’s sustainability focus also earned the ATM Sustainability Award for its eco-conscious pavilion — a 600-square-metre space featuring immersive digital and cultural activations like the 4Dx Meryal Waterpark experience.
UAE: A Key Market and Strategic Ally
“The UAE is one of our tier-one markets,” said Al Jaber. With a large expat population and geographic proximity, the UAE remains a cornerstone of Qatar’s GCC tourism strategy. The expected implementation of a unified GCC visa is set to further accelerate regional travel.
Shared interests in cruise tourism have already created synergies — with many Qatar-bound cruise passengers embarking from or connecting through Dubai and Abu Dhabi.
Looking Ahead
As Qatar charts its next chapter, the message from its tourism leadership is clear: the best is yet to come.
“We’re proud of the progress we’ve made and optimistic about what’s to come,” said Al Jaber. “With our focus on service excellence, innovation, and strategic partnerships, we are paving the way for even greater achievements.”
Manish Singh is an entrepreneur, media innovator, and the visionary founder behind a growing portfolio of global magazines, including Middle East Magazine. With a passion for storytelling that inspires and informs, Manish has built a reputation for elevating voices across business, culture, luxury, and leadership landscapes.
