Doha, Qatar – Visit Qatar has received international acclaim, winning two awards at The Drum Awards Festival 2025 for its “Reframing Ramadan” campaign. The campaign secured a Gold award in the Influencer & Creator Partnerships category and a Bronze in Travel and Tourism, highlighting its success in promoting Qatar tourism through culturally sensitive storytelling. The awards recognize the growing importance of authentic experiences in attracting international visitors.
The Drum Awards Festival, held annually, celebrates excellence in marketing, media, and content creation globally. These wins for Visit Qatar underscore the nation’s increasing prominence as a travel destination and its innovative approach to marketing. The awards were presented recently, acknowledging campaigns launched throughout 2024.
“Reframing Ramadan” and the Future of Qatar Tourism
The “Reframing Ramadan” campaign was specifically designed to showcase Qatar as a welcoming destination during the holy month. It aimed to move beyond common misconceptions and present the festive, community-focused aspects of Ramadan as experienced by locals and visitors alike. According to Visit Qatar, the campaign focused on authentic experiences and engaging digital content.
The campaign leveraged collaborations with influencers and creators to share unique perspectives on Ramadan in Qatar. This strategy proved effective in reaching new audiences and fostering a deeper understanding of the culture. The use of digital platforms allowed for broad dissemination of content and increased engagement with potential travelers.
Strategic Partnerships and Content Creation
A key component of the campaign’s success was the strategic selection of influencers and content creators. Visit Qatar partnered with individuals who could authentically convey the spirit of Ramadan and the cultural richness of Qatar. This approach ensured the content resonated with audiences and avoided cultural appropriation.
The content itself focused on themes of community, reflection, and cultural connection. It featured traditional Qatari iftar meals, visits to local mosques, and stories of families coming together during the holy month. This emphasis on authentic experiences differentiated Qatar from other destinations and appealed to travelers seeking meaningful cultural immersion.
The awards are judged by a panel of senior marketing professionals, making them a respected benchmark within the industry. The recognition from The Drum Awards Festival validates Visit Qatar’s marketing strategies and positions the country as a leader in culturally-led tourism promotion. This is particularly significant as the global travel landscape increasingly prioritizes responsible and authentic travel experiences.
Additionally, the success of “Reframing Ramadan” aligns with Qatar’s broader national vision to diversify its economy and reduce its reliance on hydrocarbons. Cultural tourism is identified as a key pillar of this diversification strategy, and initiatives like this campaign are crucial for attracting a wider range of visitors. The country has invested heavily in infrastructure and cultural attractions in recent years to support this goal.
Meanwhile, the campaign’s impact extends beyond simply attracting tourists. It also contributes to a more positive and nuanced perception of Qatar internationally. By showcasing its cultural values and traditions, the campaign helps to dispel stereotypes and build bridges with other cultures. This improved image can have broader economic and diplomatic benefits.
In contrast to traditional marketing approaches that often focus on luxury or modernity, “Reframing Ramadan” highlighted the depth and richness of Qatari culture. This shift in focus appears to be resonating with travelers who are increasingly seeking authentic and immersive experiences. The campaign’s success suggests that culturally-led narratives can be a powerful tool for destination marketing.
Looking ahead, Visit Qatar is expected to continue leveraging cultural storytelling in its marketing efforts. The organization has not yet announced specific plans for future campaigns, but it is likely to build on the momentum generated by “Reframing Ramadan.” Further development of Qatar’s cultural offerings and increased investment in digital marketing are also anticipated. The long-term impact of these initiatives on visitor numbers and the overall tourism sector remains to be seen, and will be influenced by global economic conditions and geopolitical factors.
The organization will likely analyze the campaign’s data and feedback to refine its strategies and maximize its impact. Monitoring the evolving preferences of travelers and adapting to changing market dynamics will be crucial for sustaining Qatar’s growth as a leading tourism destination. The next major tourism-related event in Qatar is expected to be the FIFA World Cup 2030, for which preparations are already underway, and the success of campaigns like this will be vital in attracting visitors for that event.
The Drum Awards Festival provides further information on the awards and judging process.
Visit Qatar’s official website offers details on travel and tourism in the country.
Qatar.qa is the official government portal for information about Qatar.
