Jobs, service quality at heart of sustainable tourism investment

Qatar is prioritizing the restoration of tourism demand, job preservation, and the extension of investment returns to local businesses as it aims to fortify Doha's standing as a global travel hub, according to recent statements from Qatar Tourism Chairman His Excellency Saad bin Ali al-Kharji. At the ninth World Investment Forum (WIF) in Doha, al-Kharji emphasized that the recent regional obstacles have made supporting tourism enterprises and retaining skilled employees a top priority.

"The biggest challenge was for me to keep business running and keep that employment," he noted, reflecting on the difficulties of supporting the private sector amid the disruptions in the region since March.

The chairman expressed particular concern over businesses losing experienced staff during challenging periods, warning that dismissing trained employees could hinder the sector's recovery once demand returns. "The last thing I want to see is that they will dismiss some employees or staff," he stressed, underscoring the importance of retaining skilled workers who would be instrumental in returning the sector to normal operations.

Qatar has responded to these challenges by intensifying international promotional campaigns, enhancing partnerships with airlines and travel trade partners, and reintroducing major events and novel experiences to its tourism calendar. According to al-Kharji, these initiatives are aimed at restoring demand, enhancing the resilience of the tourism sector, and generating consistent economic activity within the hospitality industry.

The strategy draws upon investments made in line with Qatar National Vision 2030 and the legacy of the FIFA World Cup Qatar 2022, which expanded the country's infrastructure, hospitality capacity, transport networks, and event-hosting capabilities.

However, UN Tourism Secretary-General Shaikha al-Nuwais cautioned that the true gauge of tourism investment lies in the outcomes for destinations and communities post-project completion. "World-class infrastructure can bring someone to a destination. But it's people who make them want to return," she remarked, highlighting the significance of service quality and acknowledgment within the industry.

Al-Nuwais highlighted the role of Qatar Tourism's awards in recognizing outstanding service, arguing that the visitor experience is paramount in fostering repeat travel and bolstering a destination's long-term competitiveness. She also advocated for investments that connect with local economies, generate job opportunities for workers, and safeguard the natural and cultural assets that tourism relies on.