The importance of e-marketing and the growing role of social networks in the tourism sector were in focus at a session organised by Qatar Tourism Authority (QTA) yesterday. The presentation for stakeholders about the use of e-marketing and other digital techniques, titled ‘Travel Through the World Wide Web – Tourism Marketing Online,’ was facilitated by international tourism and e-marketing expert Damien Cook. He elaborated on the importance of social networks such as Twitter, FourSquare and Facebook in the tourism sector and how the industry can exploit the popularity of these new forms of communications. He also showed the effect social media tools had on increasing sales of tourism institutions and hotels around the world. The presentation was the first step in a programme designed by QTA to highlight the advantages of usual digital tools in the hospitality industry in Qatar to drive sales and interest in the country as a tourism destination. The use of social media is also gaining prominence as Qatar moves towards the 2022 World Cup. The aim of Cook’s presentation was to enable Qatar-based companies currently seeking to market and manage their products electronically, but do not have the experience or tools to do this. The workshop was the precursor to a course for Qatar’s tourism professionals, to be held by QTA in coming months. The two-day e-Marketing Course in association with E-Tourism Frontiers will focus on the importance of e-marketing and presents ways and means to exploit that opportunity and transform the Internet into a diverse open market to promote tourism products and services. The workshop will delve into a number of case studies including looking at the use of e-marketing by the South African tourism industry during the 2010 World Cup. It will also focus on the importance of marketing through social networks on the Internet, the basic components of digital marketing, and how to manage tourism and publishing electronically. QTA chairman Ahmed al-Nuaimi said Internet has now become an essential tool for all aspects of the tourism industry including making reservations for travel and accommodation. It is the first port of call for people who are searching for the best deals as well as information about a destination. “Recent studies in the field of e-marketing indicated the need to adopt a strategy and culture of tourism,” he said. “This is in light of the global trend towards the growth of digital economy, digital technology, electronic commerce and electronic information sources, in addition to the growing use of social networks as well as electronic search engines and e-negotiation in tourism and service businesses. “The workshop we will hold in coming months will allow participants in the field of tourism marketing see the latest trends and success stories from around the world,” the official added.

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