“India is Our Second Largest Source of Visitors”

ABDULAZIZ ALI AL-MAWLAWI, CEO of Visit Qatar, in conversation with BW Businessworld’s Group Editorial Director Noor Fathima Warsia, explains how the NMACC partnership is designed to spark cultural curiosity and attract more Indian travellers

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Visit Qatar’s recent partnership with the Nita Mukesh Ambani Cultural Centre (NMACC) has generated much interest. Can you tell us more about it?

Yes, this one-year partnership is highly valuable because it aligns with our goals in terms of cultural heritage. India, and Mumbai in particular, is one of our tier-one target markets. After Saudi Arabia, India is the second-largest source of visitors to Qatar.

We studied several opportunities in India and decided that the NMACC was the ideal partner. The quality of events, the cultural programming, and the calibre of people who visit the centre made it a perfect fit. We are launching a stand where visitors can experience the cultural side of Qatar, the old souq, the dunes, the desert, the beach, and more, all within an immersive cubicle space.

People need a glimpse of the destination before they decide to travel, and through this collaboration, they can discover Qatar's culture and heritage in Mumbai itself.

Partnerships seem to be central to your strategy. How will we see you approach collaborations in India?

Collaborations are crucial for us. We only pursue partnerships where we share values and goals with our partners. For example, in Europe, we have a longstanding partnership with UEFA, which has been in place for four years. We chose UEFA because we share the same sporting values, and this partnership has helped us gain exposure in the European market, which is another key source of visitors.