Agreement between Visit Qatar and Satguru Travel & Tours at WTM London 2026 aims to develop travel packages and promote sporting events, family experiences and winter tourism.

London – United Kingdom – Al-Rehla

Qatar is seeking to expand its tourism presence across Africa after Visit Qatar signed a strategic partnership agreement with Satguru Travel & Tours, aimed at increasing tourist arrivals from six key African markets. The agreement was signed on the sidelines of World Travel Market (WTM) London 2026, taking place in the British capital from November 3 to 5.

The partnership


The one-year agreement builds on a previous memorandum of understanding signed by the two parties in 2025, transforming it into a programme of cooperation focused on tourism marketing, product development and the creation of tailored travel programmes for African travellers. The initiative is intended to strengthen Qatar’s position as a destination for leisure and family tourism.

The partnership focuses on four promotional pillars: sporting tournaments and international events, winter tourism and outdoor activities, family and leisure experiences, as well as culture and festivals. These are key offerings that Qatar seeks to leverage to attract new visitor segments.

The agreement gains added significance from Satguru’s international reach. The company operates in more than 80 countries and has offices and an established presence in 42 African countries, giving it an extensive network for engaging with travel agencies and tour operators across the continent.

Under the agreement, Satguru will be responsible for developing tourism packages, implementing promotional activities and engaging with trade partners. Visit Qatar, meanwhile, will provide marketing materials, destination information and details of its events calendar, helping to create travel programmes tailored to the interests of travellers in the targeted markets.

The move forms part of Qatar’s broader strategy to strengthen its presence in 11 priority African markets, diversify its source markets for international visitors and capitalise on growing demand for leisure travel, cultural experiences and sports tourism.

The partnership reflects a shift away from traditional promotional campaigns towards building direct tourism sales channels through travel agencies. This approach is expected to help convert interest in Qatar as a destination into bookable travel packages, while reinforcing tourism’s role in economic diversification.