Visit Qatar has launched its new global campaign, ‘Surprise Yourself,’ aiming to attract six million visitors annually by 2030. The campaign, revealed on 2 October 2024, is part of Qatar’s broader strategy to position itself as a leading global tourist destination.

The campaign highlights Qatar’s diverse offerings, ranging from the serene Banana Island and vibrant Souq Waqif to exhilarating experiences like dune bashing. Its theme, “Moments That Stay With You,” emphasises the emotional connections and lasting memories created during a visit to Qatar. It targets families, couples, and groups of friends, showcasing the variety of experiences the country has to offer.

The campaign will be rolled out across 10 international markets using television, social media, digital platforms, and other channels. It features a modern rendition of the song “Sunny” and aims to set Qatar apart from other destinations by showcasing its unique blend of attractions and cultural experiences.

Eng. Abdulaziz Ali Al Mawlawi, CEO of Visit Qatar, said: “Qatar’s strategic location makes it exceptionally accessible… this campaign is designed to elevate Qatar’s global profile by showcasing its unique attractions and cultural richness.”

Qatar is gearing up for a busy winter season with events like Formula One, the Doha Jewellery and Watches Exhibition, and the Qatar International Food Festival. Looking ahead, Qatar will also host key events such as the Web Summit and the Arab Cup in 2025.