Nation Branding through Tourism in Qatar: An Exploratory Review and Future Research Agenda

Abstract

As countries compete for tourism, investment, and global recognition, nation branding has become an important topic for researchers and decision-makers. Tourism is a visible and significant part of nation branding, shaping how international audiences view a country. This study explores how tourism fits into Qatar’s nation-branding strategy, with a focus on institutional collaboration and ongoing tourism projects rather than short-term events such as mega sporting events. This study uses a review-based exploratory method, drawing on academic research, policy papers, official tourism websites, and user-generated travel content. It describes and maps the main tourism initiatives and organisations involved in branding Qatar as a destination. The analysis looks at the roles of Qatar Tourism, Visit Qatar, Discover Qatar, and Qatar Airways, and how they promote tourism and shape experiences for international audiences. The study also reviews independent travel vlogs from 2025 to show how international visitors experience and present Qatar. This study does not aim to measure branding effectiveness or test theories. Instead, it provides an initial overview of tourism-led nation branding in Qatar and identifies areas that require further research. By explaining current practices and examples, the paper sets the stage for future research on tourism-driven nation branding in Qatar and the Gulf Cooperation Council region.