Qatar Tourism Authority is to step up its promotional activity in the UK and has confirmed that a large-scale representation from Qatar’s tourism sector will take part in the World Travel Market.

The UK already ranks as Qatar’s largest European visitor source market by a substantial margin, accounting for more than 30 per cent of all visitors from the region.

British tourist numbers have grown steadily over the past few years, reaching more than 135,000 in 2014.

The outlook for the current year is equally positive and QTA has recognised the UK as one of its key growth market in its drive to build up Qatar’s foothold in the global quality leisure market.

QTA’s promotional efforts at WTM will be especially significant this year in marking the international unveiling of a Qatar destination brand.

QTA chief marketing and promotions officer, Rashed AlQurese, said: “The introduction of our destination brand promises to be a major milestone in our on-going quest to establish Qatar among the world’s top premium destinations.

“It will provide a strong, memorable and consistent visual identity that underscores and exemplifies that aspiration.”

He explained that the brand will feature across the full spectrum of promotional assets from the design of QTA’s exhibition stand to photography, video, bespoke typography, digital platforms and marketing collateral.

Besides QTA itself, the Qatar presence on stand ME100 at WTM will comprise a strong delegation of leading hotels, DMCs and other industry suppliers.