Turning dreams into reality- How Qatar National Tourism Council will deliver amazing digital travel experiences with Adobe
Qatar is a country of hidden gems and one that is on a mission to become a leading destination for both regional and global travellers. International flights may be limited during the COVID-19 pandemic, but this hasn’t stopped Qatar National Tourism Council (QNTC) from undertaking an ambitious digital transformation project to make Qatar one of the most desirable destinations in the world.
Last year, the Qatari government permitted the use of cloud technology for businesses as part of National Vision 2030 – an ambitious programme to put Qatar at the forefront of the global economy and deliver a high standard of living for its citizens.
An innovator in its field, QNTC invested in Adobe Experience Manager as a Cloud Service, part of Adobe Experience Cloud, to fuel its transformation. In doing so, it became one of the first companies in the country to adopt a cloud-based ecosystem that will help deliver more targeted, timely, and personalised communications to travellers around the world.
It all starts with a dream
Every tourist has different expectations when visiting a new country, but every booking starts in the same way: with research and consideration. This is what QNTC calls the “dream phase”, when potential visitors scan travel sites, Instagram and a range of channels looking for inspiration on where to go. Adobe Experience Manager enables QNTC to give travellers a taste of the attractions that will most appeal to them, from its iconic museums to the best places to watch flamingos as they migrate to Africa.
Central to that ambition is the ability to curate content and experiences based on rich audience data, especially in this challenging year for the tourism industry. With COVID-19 restricting travel, Adobe Experience Manager as a Cloud Service is helping QNTC to drum up excitement for Qatar’s unique sights, laying the groundwork for a boost in visits once restrictions are lifted and the world can travel safely again.
This is only the beginning of QNTC’s cloud journey. It also plans to deepen its use of Adobe Analytics and Adobe Target to gain richer insights into its audiences to drive greater personalisation on the Visit Qatar site and mobile app, which is due to be launched later this year. Adobe Campaign will also enable QNTC to deliver relevant content across its digital channels, from email to SMS. The new Visit Qatar app will also use insights from the Adobe stack to deliver location-based tips and experiences to visitors once they arrive, as well as sharing inspiring ideas to make their visit even more memorable.
With a cloud-based approach, QNTC marketing teams spend less time managing and maintaining their content and more time developing striking campaigns that will inspire travellers to visit Qatar, without requiring any additional training or technology expertise.
Robust customer profiles will also help QNTC better serve travellers once they reach Qatar, sending them important information in the right format at the right time. From resources to help travellers plan, to connections with hospitality businesses or tour operators, QNTC, in partnership with local businesses, delivers the ultimate digital visitor experience.
Qatar has never shied away from innovation, and today it is completely reshaping its tourism strategy by embracing a more data-driven and visitor-centric communications approach. With the power of the cloud, QNTC will set the standard for creative, personalised digital experiences for visitors that will make their travel dreams a reality.