Qatar's leveraging the 2022 World Cup's infrastructure to become a major MICE destination. Modern facilities, excellent service and a focus on sustainability are attracting business events. Qatar Tourism is promoting the country through initiatives like fam trips and partnerships. Investment in training, infrastructure and partnerships will solidify Qatar's position as a top MICE destination.
In episode 2 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Lindsay Bowman Fraser, Head of MICE, Sport and eSport at Qatar Tourism, about leveraging mega-events to build a strong reputation as a trusted Meetings, Incentives, Conferences and Exhibitions (MICE) destination. This article explores Qatar's strategic transformation into a prominent player in the MICE industry as a consequence of the lasting impact of the 2022 FIFA World Cup and how Qatar Tourism is capitalising on this legacy to attract new events and cultivate a sustainable future.
There's a global surge in demand for events as economies recover and people seek connection and business opportunities. The Middle East, experiencing economic growth and a rising global presence, is seeing a particularly strong growth in its MICE sector market share. Qatar Tourism recognises this as a chance to make a lasting impact; moving beyond just hosting events to understanding how they can benefit the country in the long-term.
The FIFA World Cup served as a catalyst for Qatar's transformation into a MICE destination. The spectacular infrastructure developed for the tournament laid a strong foundation, including over 38,000 hotel rooms across 185 hotels, a comprehensive and affordable public transportation system, world-class museums - including the National Museum of Qatar and the 3-2-1 Qatar Olympic and Sports Museum - alongside the stadiums built for the tournament, which also hosted the 2023 AFC Asian Cup.
The impressive infrastructure, positive global perception and commitment to service excellence are all assets that Qatar Tourism is capitalising on to establish the country as a premier MICE destination. Alongside this, Qatar Tourism has further leveraged the World Cup to help position the country as an attractive destination for sports fans. For example, the DMO has established itself as the official tourism partner of UEFA EURO 2024 & 2028, launching a Qatar Stopover campaign to attract leisure visitors from outside Europe travelling to watch the 2024 Euros.
People witnessing Qatar's successful execution of hosting the World Cup, especially considering the country's size compared to the event's scale, has instilled confidence in Qatar's ability to deliver exceptional experiences. Alongside the development of key infrastructure, this enhanced visibility of the country has generated increased interest in Qatar as a reliable and trusted MICE destination. Qatar is capitalising on this success to attract new business events, with the country now having an almost full events calendar. Large venues, such as the Doha Exhibition and Convention Center and the Qatar National Convention Center, can accommodate a variety of meetings and exhibitions, ranging from large conferences and events such as the International Horticultural Expo, the UN's Commerce for Least Developed Countries and Formula One to prestigious, smaller-scale gatherings like the Qatar Economic Forum, which attracts around a thousand visitors. Other events, such as the Web Summit and the Geneva International Motor Show (GIMS), have expanded their roster of international events by launching offshoots of existing events in Qatar.
Qatar's agility in event planning is a major advantage in the face of increasing last-minute event requests. Unlike other destinations, Qatar can efficiently handle and deliver high-quality services even with short notice. This adaptability, coupled with the constant investment in new attractions, positions Qatar as an innovative and engaging destination for both repeat visitors and newcomers.
This long-term vision was evident in the establishment of the Supreme Committee for Delivery and Legacy as the organisation overseeing the planning and management of the World Cup. This entity wasn't solely focused on delivering a successful World Cup, but also on ensuring the infrastructure and knowledge gained would benefit Qatar for years to come, solidifying the country's position as a world-class destination for major events and contributing to economic diversification.
Learn more about the legacy of the FIFA World Cup
Qatar Tourism recognises that exceptional service delivery is key for building a strong reputation during a major international event, with the experiences of thousands of visitors attending such events shaping their perception of the destination as a whole. Efficient, friendly and helpful service across all touchpoints – from transportation and accommodation to event logistics and cultural experiences – contributes to a positive and memorable experience. This positive word-of-mouth spreads through personal and professional networks, attracting future visitors and events.
With this in mind, Qatar Tourism strategically invested in this area. Rigorous training for service industry personnel, from frontline staff to taxi drivers, ensured a smooth experience for visitors. This commitment to service excellence remains an ongoing ambition, with training continuing to position Qatar as a destination that prioritises guest wellbeing.
Another key focus for Qatar Tourism is nurturing existing events. Collaboration with event organisers allows the DMO to ensure success and year-on-year growth. A key aspect of this includes educating event organisers about the various services and support Qatar Tourism offers. This includes fostering strong relationships with government ministries and stakeholders to streamline event planning and support services. The impact of such actions is clear to see in the resiliency of the events sector in Qatar. For example, the Qatar edition of the GIMS will be the sole iteration of the event in the future, following the Geneva show being cancelled due to uncertain market conditions in Europe.
Additionally, the DMO is actively promoting Qatar as a MICE destination beyond its World Cup association by familiarising potential clients with the destination through fam trips and site inspections. This hands-on approach allows potential clients to experience Qatar firsthand, fostering a deeper understanding and stronger awareness of the country's event-hosting capabilities.
Sustainability is a cornerstone of Qatar's MICE industry development. Having built much of its infrastructure from the ground up, Qatar has the unique advantage of incorporating sustainability principles from the outset. Examples include a solar power plant double the size originally planned and Msheireb, the world's first sustainable downtown regeneration project, with the highest concentration of LEED-certified buildings. This dedication to eco-conscious practices positions Qatar as a leader in hosting sustainable events.
Qatar's investment in electric transportation is another pillar of its sustainability strategy. The extensive use of electric buses during the World Cup and the goal of a completely electric fleet by 2030 demonstrate this commitment. The country is currently on track to meet this target with 70% of buses already powered by electricity. This not only benefits the environment but also makes it easy to travel without a car, enhancing the visitor experience through efficient and clean modes of transport.
By strategically leveraging the legacy of the World Cup, investing in training across all visitor-facing roles to improve service delivery, prioritising sustainable infrastructure development and establishing strong partnerships, Qatar Tourism has created a competitive advantage for a thriving MICE industry. Nevertheless, ongoing learning, knowledge sharing and collaboration will remain crucial to ensure rapid adjustments to emerging trends and the uptake of horizon technologies.
Here are the key takeaways:
In episode 2 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Lindsay Bowman Fraser, Head of MICE, Sport and eSport at Qatar Tourism, about leveraging mega-events to build a strong reputation as a trusted Meetings, Incentives, Conferences and Exhibitions (MICE) destination. This article explores Qatar's strategic transformation into a prominent player in the MICE industry as a consequence of the lasting impact of the 2022 FIFA World Cup and how Qatar Tourism is capitalising on this legacy to attract new events and cultivate a sustainable future.
There's a global surge in demand for events as economies recover and people seek connection and business opportunities. The Middle East, experiencing economic growth and a rising global presence, is seeing a particularly strong growth in its MICE sector market share. Qatar Tourism recognises this as a chance to make a lasting impact; moving beyond just hosting events to understanding how they can benefit the country in the long-term.
The FIFA World Cup served as a catalyst for Qatar's transformation into a MICE destination. The spectacular infrastructure developed for the tournament laid a strong foundation, including over 38,000 hotel rooms across 185 hotels, a comprehensive and affordable public transportation system, world-class museums - including the National Museum of Qatar and the 3-2-1 Qatar Olympic and Sports Museum - alongside the stadiums built for the tournament, which also hosted the 2023 AFC Asian Cup.
The impressive infrastructure, positive global perception and commitment to service excellence are all assets that Qatar Tourism is capitalising on to establish the country as a premier MICE destination. Alongside this, Qatar Tourism has further leveraged the World Cup to help position the country as an attractive destination for sports fans. For example, the DMO has established itself as the official tourism partner of UEFA EURO 2024 & 2028, launching a Qatar Stopover campaign to attract leisure visitors from outside Europe travelling to watch the 2024 Euros.
People witnessing Qatar's successful execution of hosting the World Cup, especially considering the country's size compared to the event's scale, has instilled confidence in Qatar's ability to deliver exceptional experiences. Alongside the development of key infrastructure, this enhanced visibility of the country has generated increased interest in Qatar as a reliable and trusted MICE destination. Qatar is capitalising on this success to attract new business events, with the country now having an almost full events calendar. Large venues, such as the Doha Exhibition and Convention Center and the Qatar National Convention Center, can accommodate a variety of meetings and exhibitions, ranging from large conferences and events such as the International Horticultural Expo, the UN's Commerce for Least Developed Countries and Formula One to prestigious, smaller-scale gatherings like the Qatar Economic Forum, which attracts around a thousand visitors. Other events, such as the Web Summit and the Geneva International Motor Show (GIMS), have expanded their roster of international events by launching offshoots of existing events in Qatar.
Qatar's agility in event planning is a major advantage in the face of increasing last-minute event requests. Unlike other destinations, Qatar can efficiently handle and deliver high-quality services even with short notice. This adaptability, coupled with the constant investment in new attractions, positions Qatar as an innovative and engaging destination for both repeat visitors and newcomers.
This long-term vision was evident in the establishment of the Supreme Committee for Delivery and Legacy as the organisation overseeing the planning and management of the World Cup. This entity wasn't solely focused on delivering a successful World Cup, but also on ensuring the infrastructure and knowledge gained would benefit Qatar for years to come, solidifying the country's position as a world-class destination for major events and contributing to economic diversification.
Learn more about the legacy of the FIFA World Cup
Qatar Tourism recognises that exceptional service delivery is key for building a strong reputation during a major international event, with the experiences of thousands of visitors attending such events shaping their perception of the destination as a whole. Efficient, friendly and helpful service across all touchpoints – from transportation and accommodation to event logistics and cultural experiences – contributes to a positive and memorable experience. This positive word-of-mouth spreads through personal and professional networks, attracting future visitors and events.
With this in mind, Qatar Tourism strategically invested in this area. Rigorous training for service industry personnel, from frontline staff to taxi drivers, ensured a smooth experience for visitors. This commitment to service excellence remains an ongoing ambition, with training continuing to position Qatar as a destination that prioritises guest wellbeing.
Another key focus for Qatar Tourism is nurturing existing events. Collaboration with event organisers allows the DMO to ensure success and year-on-year growth. A key aspect of this includes educating event organisers about the various services and support Qatar Tourism offers. This includes fostering strong relationships with government ministries and stakeholders to streamline event planning and support services. The impact of such actions is clear to see in the resiliency of the events sector in Qatar. For example, the Qatar edition of the GIMS will be the sole iteration of the event in the future, following the Geneva show being cancelled due to uncertain market conditions in Europe.
Additionally, the DMO is actively promoting Qatar as a MICE destination beyond its World Cup association by familiarising potential clients with the destination through fam trips and site inspections. This hands-on approach allows potential clients to experience Qatar firsthand, fostering a deeper understanding and stronger awareness of the country's event-hosting capabilities.
Sustainability is a cornerstone of Qatar's MICE industry development. Having built much of its infrastructure from the ground up, Qatar has the unique advantage of incorporating sustainability principles from the outset. Examples include a solar power plant double the size originally planned and Msheireb, the world's first sustainable downtown regeneration project, with the highest concentration of LEED-certified buildings. This dedication to eco-conscious practices positions Qatar as a leader in hosting sustainable events.
Qatar's investment in electric transportation is another pillar of its sustainability strategy. The extensive use of electric buses during the World Cup and the goal of a completely electric fleet by 2030 demonstrate this commitment. The country is currently on track to meet this target with 70% of buses already powered by electricity. This not only benefits the environment but also makes it easy to travel without a car, enhancing the visitor experience through efficient and clean modes of transport.
By strategically leveraging the legacy of the World Cup, investing in training across all visitor-facing roles to improve service delivery, prioritising sustainable infrastructure development and establishing strong partnerships, Qatar Tourism has created a competitive advantage for a thriving MICE industry. Nevertheless, ongoing learning, knowledge sharing and collaboration will remain crucial to ensure rapid adjustments to emerging trends and the uptake of horizon technologies.
Here are the key takeaways:
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