future with sustainability at its core . Recently , it hosted Fira Barcelona ’ s three-day Smart City Expo 2022 , bringing sustainability experts together : “ For challenges in today ’ s world like sustainability and innovation , smart cities are part of the solution ,” says Ricard Zapatero , director , Fira Barcelona . Microsoft , Cisco , Qatar Invest and other major companies lined the districts longest street , with alfresco business meetings intentionally disrupted to showcase the free tram that circuits the area .

Culture and creativity Msheireb is connected by an underpass to Souq Waqif , which keeps alive Qatar ’ s innate cultural richness : from falconry , spices , perfumery to arts and crafts . The Katara Cultural Village buzzes with creativity ; regular festivals make use of the area ’ s art galleries , theatres and Greco-Roman inspired Katara Amphitheatre which seats 5,000 people . Golf buggies offer free transport throughout , allowing visitors to move easily between traditional Qatari buildings and classicist European streets .

The 3-2-1 Qatar Olympic and Sports Museum opened in April and will form part of post-World Cup legacy tour , but maybe the stand-out Museum venues have to be the Museum of Islamic Art and the new National Museum of Qatar .

Adaptability Qatar ’ s diverse and growing range of venues alongside Qatar Airways ’ QMICE one-stop product is designed to improve options for event planners .

Doha has also stepped in as the host city for the 78th IATA Annual General Meeting and World Air Transport Summit ( June 2022 ) which was moved from Shanghai due to China ’ s new Covid restrictions .

“ As face-to-face events return , Qatar Airways is committed to supporting global meetings and bringing businesses and communities together . Our QMICE solutions simplify the organisation of meetings and events , in Qatar , or in any of our 150 destinations worldwide ,” is the pitch from Matt Raos , senior VP global sales at Qatar Airways .

Incentives Qatar is defining its incentive offering , curating experiences around natural and cultural assets through destination management companies ( DMCs ) such as Discover Qatar ; located 60km north of Doha . Visitors can kayak among the lush greenery of Al-Thakira Mangroves to learn about this salt-water ecosystem . In the southern-most point of Qatar ’ s coast , there is the ever popular 4x4 off-road desert safari , spilling guests over dramatic sand dunes until they reach

Below : Tradional

trading at Souq

Waqif , Doha

the UNESCO recognised inland sea ( Khor Al Udaid ) where desert and sea meet .

Back in Doha , another sea-based activity is explored on traditional hand-crafted wooden dhow boats , inextricably linked to Qatar ’ s fishing and pearl diving heritage and a must-do activity especially at sunset . Another incentive idea to take flight is the falconry experience at Souq Waqif .

At the Al Shaqab equine centre , a gala dinner can be organised while viewing Arabian horses circling the paddock . The centre promotes Qatar ’ s Arabian-horse heritage and is a leading global centre for equine professionals .

Tipping point ... The FIFA World Cup Qatar 2022 is being seen by many as the tipping point towards securing Qatar ’ s vision as a global business , event and cultural hub framed by heritage . Major sporting events have the power to accelerate change , especially when an estimated 1.5m visitors will descend on a country with a population of just 2.6m , across one month , with 3.6bn viewing on TV .

Qatar is ready for the big kick-off and its MICE industry has every chance of running with the ball long after the final whistle of the football tournament .