Qatar ’ s today fuelling its tomorrow
RAMY JAMES SALAMEH IS ON THE BALL IN QATAR , REPORTING ON THE MICE GOALS TO BE NETTED AS PART OF THE WORLD CUP 2022 TOURNAMENT ’ S LEGACY
U nless you live on Mars , you will be aware that Qatar will host the first ever FIFA World Cup in the Middle East this year . The tournament will be a series of ‘ firsts ’: hosting the tournament in European winter ( 21 November-18 December ) and being the most compact World Cup in history , with all games taking place in a cluster of eight stadiums , in and around the capital , Doha . Add in some sustainable innovation in the form of the first fully demountable ‘ 974 World Cup stadium ’, built from 974 shipping containers , and the tournament is already setting a benchmark , both in terms of legacy and in positioning Qatar ’ s MICE aspirations .
Qatar ’ s National Vision 2030 Business travel and MICE is seen as a key part of Qatar ’ s National Vision 2030 : “ Qatar ’ s tourism strategy is to target six million international visitors annually by 2030 , with the MICE and business travel sector set to contribute 23 % to the overall tourism segment ,” says Philip Dickinson , VP international markets , Qatar Tourism : “ Our objectives are to maximise incentives and large meetings , while growing international conferences from 34 to 80 + and international exhibitions from 24 to 60 + by 2030 .”
The destination is looking to use the World Cup as means of evolving perceptions of this Gulf state , especially with the emphasis on diversification of Qatar ’ s economy , and knowledge clusters , now forming major districts around the capital .
Mazen Rabbo , MD , Auditoirem , a PCO based in Doha , says : “ Qatar has everything to host any MICE event ; the best airline , the best Airport and hub , in Hamad International ( SkyTrax ‘ Best Airport in the world ’ 2021 ), a strong
Above : The National Museum of Qatar , Doha
“ Qatar ’ s focus on sports and culture with global resonance , is a differentiator from regional neighbours ” transportation system and infrastructure with the Qatar National Convention Centre ( QNCC ) and Doha Exhibition and Convention Centre ( DECC ) ”.
The authorities are promoting their ‘ Cultural authenticity meets modernity ’ tag . “ Qatar ’ s focus on sports and culture with global resonance , is a differentiator from regional neighbours ,” adds Rabbo .
Linking past , present and future Qatar ’ s specialisms include life science and medical technologies , education , cyber security and ICT , media and creativity , sports and tourism . Much has been driven forward by the Qatar Foundation under the stewardship of Her Highness Sheikha Moza bint Nasser Al-Missned . The Qatar Foundation HQ sits within its own flagship project , Education City home to the new National Library , Sidra Hospital and the QNCC whose facade incorporates the ancient Sidra Tree in its design . QNCC recently hosted DIMDEX 2022 , a major marine defence event that took over all nine halls and 40,000sqm of floor space . “ We even had helicopter exhibits flown to our helipad before being placed in the exhibition ,” says Bashar Amro , senior sales manager , QNCC .
In 2022 QNCC signed an MoU with DECC to help attract a wider net of international events ; DECC hosted the FIFA World Cup draw in April and FIFA will take exclusive use of QNCC as the centre of its operation , alongside the world ’ s media , during the tournament .
Other clusters include Medical City and the Aspire Zone , which is the capital ’ s sports hub fuelling one of the fastest growing sports economies , estimated to be worth US $ 6.8bn by 2025 . Within the zone is The Sport Accelerator , bringing together elite sport businesses under one roof .
Smart city of the future The past driving the future is an ever-present theme : Msheireb Downtown Doha is a gleaming new district of Doha , a smart city of the
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