Oskam, Jeroen and Graciella Karijomedjo (2014), “Wind Tunneling Qatar’s 2030 Tourism Strategy”, EuroCHRIE 2014 Dubai: Hospitality and Tourism Futures. Conference Proceedings.
The Qatar National Tourism Sector Strategy 2030 was launched in February 2014 with the double objective of diversifying the country’s economy and of preserving cultural values. It sets ambitious targets for the country’s tourist development and its repositioning as a leisure destination. The robustness of this strategy can be evaluated using future scenarios; this evaluative use of scenarios is known as the “wind tunnelling” method.
Scenarios are defined as “an internally consistent view of what the future might turn out to be” (Porter 1985) and are therefore not considered as predictions of the future but as a prerequisite for anticipation and adaptiveness.
Based on a quick scan of uncertainties, the objectives for Qatar’s tourism industry are tested from three perspectives —increased competition in the region, the need for a strong workforce expansion and shifts in consumer preferences—, resulting in the identification of a number of strategy risks.