Qatar Tourism has teamed up with TransPerfect, the world’s largest provider of language and technology solutions for global business, to create multilingual versions of its Visit Qatar website in a bid to attract more international visitors prior to the FIFA World Cup Qatar 2022.
Established in 1992, TransPerfect has spent years developing multilingual technology solutions which are increasingly used in the tourism industry – particularly by destination management companies and organisations. Before cooperating with Qatar, the company already worked among others with New South Wales and Queensland in Australia, Estonia and Singapore.
In December, TransPerfect helped launch the Qatar Tourism website in Spanish, joining the Arabic, French, German, and Italian versions released in November. The sites rely upon TransPerfect’s GlobalLink® technology, which features the first regional integration into Adobe Experience Manager (AEM) as a cloud service.
A technology to support Qatar Tourism’s global destination ambitions
Qatar Tourism deployed TransPerfect’s cloud-based GlobalLink technology as part of the country’s ambitious strategy to triple the number of international visitors by 2030, focusing on digital innovation and outreach to position Qatar as one of the world’s leading destinations.
In addition to website translation, Qatar Tourism is also using TransPerfect and GlobalLink to create and manage multilingual content in five languages for their mobile app and multiple marketing campaigns.
GlobalLink’s centralized project management interface allows Qatar Tourism’s marketing teams to focus primarily on campaign development, inspiring potential travelers, and enticing them to return to Qatar as repeat visitors rather than project managing localization work.
TransPerfect’s GlobalLink AEM integration enables Qatar Tourism to offer fully customised, customer-oriented, and data-driven communications to deliver personalised content before, during, and after trips. Content can be highly local and specific, incorporating in-house knowledge from the Qatar Tourism team thanks to GlobalLink’s cloud-based review capabilities.
GlobalLink technology is a modular suite of tools specifically designed to manage the complex demands of creating, deploying, and maintaining multilingual content, drastically reducing the time and effort required throughout the localisation process. Over 5,000 of the world’s leading organisations currently use GlobalLink solutions to reach audiences in multiple languages and drive maximum return on investment in markets abroad.
An eye on the the FIFA World Cup™ Qatar 2022
Chief operating officer of Qatar Tourism, Berthold Trenkel said: “As Qatar welcomes back travellers from across the world, we are excited to showcase everything the destination has to offer, from its rich culture and sumptuous cuisines, to unique experiences and varied landscapes. Enabling our website and app to be viewed in multiple languages is essential to delivering a tailored visitor experience to key international markets.”
Iris Wagner, head of digital marketing of Qatar Tourism, added: “To get more tourists to Qatar we needed a technology and language partner able to tell the country’s story in a way that will resonate with travellers from around the world, in their own language. The combination of AEM and TransPerfect’s GlobalLink allows us to reach our goals and ensure the localisation process is both seamless and future-proofed.”
TransPerfect President and CEO Phil Shawe stated, “Qatar is highly motivated to become a destination of choice for global travelers, and digital transformation is a big part of their strategy. We are pleased that they trusted the combination of GlobalLink and Adobe to help them achieve their goals.”
Following the completion of phase one of the overall project between Qatar Tourism and TransPerfect – with an eye on the upcoming FIFA World Cup Qatar 2022™ – both partners are working to launch new languages for further markets in 2022. The event this summer marks the first time the world’s biggest football tournament is to be hosted in the Middle East.