As Qatar continues to invest in the diversification of its economy, one aspect that is receiving increased attention is the growing business tourism segment.

While the Qatar Tourism Authority (QTA) has recently announced plans to expand the broader tourism sector by 20% up to 2017, it is specifically looking to expand the contribution made by meetings, conferences and exhibitions. Business tourism is an extremely competitive industry, with the UAE in particular offering business-focussed tourism facilities and in many areas leading the field, yet Qatar's strong economic growth is making it an increasingly attractive location for conference organisers and exhibitors.

In May, QTA released its report on the performance of the tourism sector during the first quarter of 2012, which showed that the average number of GCC visitors to Doha increased by 22%. In the same month, Qatar was also named the Middle East's Leading Business Destination at the World Travel Awards (WTA) in Dubai. This award is in large part a reflection of the huge investments now being made in business tourism. In December 2011, the state opened the Qatar National Convention Centre (QNCC), a QR4.368 million ($1.2 million) complex of exhibition halls and conference venues amounting to more than 90,000 sq metres of space for events and large-scale conferences.

The QNCC features a 2500-seat auditorium, a 500-seat theatre and a multi-purpose hall for conferences, and is one of the biggest in the region. Moreover, there has been a sharp increase in the number of hotels, particularly those in the four- and five-star bracket. Last year, eight new hotels were opened, taking the total number of rooms to 11,300 - an 18% rise on numbers for 2010. Indeed, hotels are predicted to be the big winners of the successful World Cup 2022 bid.

A major priority is to increase the supply of rooms and to diversify the type of accommodation options available in the country. The growth in the business segment has meant many of these new hotels will also include conference and exhibition facilities as well as the usual amenities. Doha alone now has more than 100 hotel projects under development, and more are set to be announced over the short to medium term. May also saw the QTA undertake a promotional road show covering six cities across the Gulf with the aim of boosting awareness of Qatar's tourism offerings.

The roadshow met with business and incentive travel professionals, and specifically targeted professionals in the MICE (meetings, incentive, convention, exhibitions) industry. Events like this appear to be having a positive impact. Over the last year, the number of visitors to Qatar from the GCC has risen markedly; according to the QTA, travellers from Saudi Arabia represented the majority of these tourists, with over 161,000 tourists arriving during the first quarter, representing a 25.3% increase on figures for 2011.

Abdullah Mallala Al Bader, the Director of Tourism at the QTA, estimated that at least 72% of the total 845,000 GCC visitors that came to Qatar were travelling for business purposes. In another example of the state's outward-looking approach, Qatar Airways has recently become a member of the International Congress and Convention Association, an industry body promoting the business tourism sector worldwide. Membership of this group - which has over 900 members, including specialists in the MICE industry - will benefit the airline in promoting its business in Qatar and as a global carrier flying business tourists to destinations around the world.

This will mean that MICE operators will have a wider choice of destinations to choose from as the airline introduces new routes and improves flexibility. It is this holistic approach to developing the segment - strengthening business tourism at home while promoting it abroad - that should go a long way in helping Qatar carve out its own place in the competitive field of corporate tourism

© Qatar Today 2012