Qatar eyes greater role @ ITB China 2026 after strong showing in 2025: Visit Qatar
Jassim AlMahmoud – PR & Communications Director – Visit Qatar in a special interview with TravTalk ME shared that their presence at ITB China 2025 was most successful and their intention to expand their presence next year with the positive feedback received as they participated for the first time. 'ITB China is a very important event for us for two key reasons: first, the exceptional quality and professionalism associated with the ITB brand; and second, the high caliber of exhibitors and potential partners participating in the show. We are here to build meaningful partnerships, but most importantly, to deepen our engagement with the Chinese market—which we consider a Tier 1 source market for Qatar. This is my first visit to China, and already it is clear that the country offers immense opportunities. China's vast population and its growing appetite for international tourism make it a key focus in our global tourism strategy. But to truly attract Chinese travellers, we must understand their preferences and expectations. We've already identified that gastronomy, shopping, cultural experiences, and family-friendly attractions are particularly appealing to Chinese tourists. Fortunately, Qatar can offer all of these. From luxury shopping and world-class cuisine to rich heritage and attractions suited for travelers of all ages, we are confident in our ability to cater to Chinese guests. We are seeing solid growth from this market. For example, in 2023 we welcomed 56,000 Chinese visitors, and in 2024 we've recorded a 28% increase—a clear sign of rising interest. To support this momentum, we are actively expanding our partnerships. We brought 10 partners from Doha with us to ITB China this year. And based on what we've experienced here, we're seriously considering expanding our presence next year. The market potential is undeniable, and the hospitality we've received reinforces the importance of being here. To better serve Chinese travellers, we've already taken practical steps: We have representative offices in Shanghai and Beijing. We currently have 35 Chinese-speaking tour guides, soon increasing to 45, including both full- and part-time staff. Many of our hotels now offer Chinese-speaking staff and Chinese cuisine. Visitors from China enjoy visa-free access to Qatar, which significantly eases travel. We are exploring training initiatives similar to those launched by other countries, such as tailored cultural and language programs for frontline tourism staff.'
Speaking on connectivity he shared, 'On the connectivity front, Qatar Airways operates 61 flights per week to 8 major Chinese cities, in addition to services offered by three Chinese carriers—Xiamen Airlines, China Eastern, and Air China. We're in ongoing discussions to further increase this number, pending regulatory developments. The relationship between China and Qatar is strong at both the governmental and cultural levels. This mutual understanding is reflected in our visa policies and bilateral cooperation. Looking ahead, while language can still be a barrier, we are leveraging AI tools and professional translation services, and considering further steps to make our destinations more accessible—such as enhancing signage and information in Chinese. To conclude, China is a top-priority market for Qatar Tourism. ITB China has been a valuable platform, and based on our first-hand experience here, I am confident that our post-event report will strongly recommend an even larger presence next year. We are committed to building long-term relationships and delivering an outstanding experience for every Chinese traveller visiting Qatar.'
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