Target audience: Southeast Asian Travelers

Discover Qatar – Jewel Of Arabia

Simply stunning, Qatar is a visually-arresting destination dotted with a myriad of colorful attractions waiting to be explored! From cultural villages to evenly textured sand dunes, the Doha, Qatar’s capital city, beckons.

To encourage Southeast Asians to make Qatar their preferred holiday destination, a media familiarization trip was organized to introduce a group of digital and offline journalists and editors to the sights, sounds, smells and culture of Doha.

Welcome To Doha, Qatar!

Southeast Asia is the 3^rd largest market after China with a travel potential of 633 million people. As Qatar’s in-market representative, our task was to get the media to have a feel of life on the Arabian Peninsula so they can share their thoughts and experience with readers. We also wanted to present Doha as a friendly and warm city to entice the region’s travelers to visit.

Where Culture Meets Modernity

We planned a four-day press trip for seven leading magazines and digital Asian media titles from Singapore, Malaysia and Hong Kong. The itinerary included visits to popular attractions and shopping malls like the Museum of Islamic Art, Souq Waqif, Katara Cultural Village, Msheireb Museum, Doha Festival City and Aspire Zone.

A tour of the destination’s most impressive natural wonder – the Khor Al Adaid or ‘Inland Sea’, a UNESCO World Heritage site – was included to give editors and journalists a treat! The attraction is one of the few places in the world where the sea reaches deep into the heart of the desert, and is accessible by four-wheel drive.

In addition , the FAM trip also highlighted the myriad of cultural offerings of Qatar, which is further amplified by the maze of small shops offering a dazzling array of merchandise like spices, seasonal delicacies, perfumes, jewellery, handicrafts, art and cultural performances at Souq Waqif!

The initiative generated a PR value of 218,100 USD and was shared over 10 million times on social and digital media channels.