Visit Qatar has launched its latest global campaign, Surprise Yourself, in an effort to attract six million visitors annually and establish Qatar as a must-visit tourist destination by 2030.

The campaign invites travellers to discover the destinations diverse attractions and experiences, and targets families, couples, and groups of friends.

From the lush charm of Banana Island to the vibrant atmosphere of Souq Waqif, and thrill of dune bashing, Qatar presents numerous opportunities for relaxation and adventure in a safe and inclusive environment. Through its theme and brand platform, Moments That Stay With You, the campaign also showcases the emotional connections and lasting memories forged during visits to Qatar.

Featuring a modern rendition of Bobby Hebb’s classic song Sunny, the campaign will be rolled out across 10 international markets using a variety of platforms.

Qatar is set for the upcoming winter season, filled with international sports and cultural festivities. Highlights include the return of Formula One, activities at Sealine Desert, and concerts featuring renowned regional and international artists. Notable returning events such as the Doha Jewellery and Watches Exhibition and the Qatar International Food Festival are also set to captivate audiences, while Qatar prepares for events in 2025 such as the Web Summit and the Arab Cup.

Abdulaziz Ali Al Mawlawi, CEO of Visit Qatar, stated: “With just a six- to eight-hour flight from most major cities around the world, Qatar connects over 177 destinations, including the US, Europe, Africa, and the Middle East. This makes Qatar an ideal choice for visitors seeking a stopover destination or a safe, family-friendly holiday filled with year-round sunshine, adventure, and fun for all.”