The GCC retains Qatar’s top source of visitors, accounting for more than 40 per cent of the country’s worldwide arrivals. Thanks to close proximity, ease of travel, a shared language and cultural affinity, Qatar Tourism Authority (QTA) sees further growth potential from within the region and is actively stepping up its promotional activities in neighbouring markets.
A key element in QTA’s strategy for the GCC is to build up an enthusiastic and knowledgeable team of Qatar tourism ‘ambassadors’ via its Tawash online training programme for front-line travel agency staff.
The concept is simple: to promote the destination by educating and inspiring the travel trade and providing them with in-depth information about Qatar and its tourist attractions. This allows them to present the destination to their clients with confidence and authority.
The Tawash programme comprises a number of self-contained modules, each focusing on a particular aspect of Qatar’s tourism offering and incorporating its own test, which trainees can complete at their own pace. Free of charge and conducted entirely via online distance learning, the programme offers total flexibility to suit participants’ individual schedules.
Interest in the scheme has been highly encouraging. So far, 122 GCC-based travel professionals have registered for the Tawash programme and 96 have already been certified. QTA expects this growing body of qualified Qatar experts to become key partners in its efforts extend its promotional reach at grass roots level throughout the region.
The Tawash name derives from the Arabic word meaning pearl merchant. The idea is that, just as the original Tawash brought the pearls of Qatar to world outside, the modern-day Tawash will introduce the country’s ‘tourism pearls’ to regional and international audiences.