First appeared in The Peninsula
Spokesperson: Baris Dincer, Qatar Public Sector Lead, Partner, PwC Middle East
Qatar's National Vision 2030 serves as a roadmap for the country's development across various sectors, including economic, social, human and environmental development. Future events play a crucial role in achieving the vision by contributing to economic diversification, enhancing social and cultural heritage, and building on human capabilities.
The country is still experiencing the success of the FIFA World Cup 2022 (which helped Qatar's economy expand 8% in fourth quarter 2021)1 and is building on its legacy to continue thriving as a significant regional and international player. Hosting such mega-events brings many benefits, such as infrastructure development, increased tourism, and global attention. Sustaining the positive impacts and ensuring long-term benefits require careful planning and strategic action. In our 2022 report, Meeting the Future - how megaevents transform for success in collaboration with the World Government Summit, we highlighted the importance of mega-events and how these can bring an immediate boost to a host city or nation’s economy, attracting visitors and generating employment, facilitating investment in infrastructure, as well as enhancing brand exposure. They can create an important “legacy effect” with the right repurposing of venues and associated infrastructure after the event (although the extent to which cities succeed in doing so remains the subject of vigorous debate in academic and policy circles).
With 80% of the world's population within a 6-hour flight, its strategic location in the Middle East, coupled with its high level of safety and security, makes Qatar an attractive hub for hosting global events and drawing regional and global visitors. In addition to its favourable geographical position where the East meets the West, Qatar offers a modern infrastructure with excellent connectivity through its state-of-the-art international airport, a well-developed transportation network, and a wide range of brand-new hotels and resorts for all levels of travellers' budgets. This accessibility makes it easy and inclusive for a wide range of international visitors. Additionally, the country’s rich cultural heritage makes it an appealing destination for events offering a diverse range of cultural attractions, including museums, art galleries, and heritage sites where attendees can experience Qatari hospitality, traditional music, and Qatari cuisine, adding a unique cultural flavour to their experience.
Over the years, Qatar has garnered global acclaim as a true trailblazer in mega events, as demonstrated by its hosting of the Asian Games 2006 and FIFA World Cup 2022, Geneva Motor Show, Formula 1 and currently with the ongoing Expo 2023 Doha. Moreover, Qatar has cultivated unique opportunities that firmly establish it as the preeminent choice for hosting mega-events. Qatar’s opportunities can be broadly categorised into two distinct domains: tangible and intangible assets, and skills and capabilities
Tangible and intangible assets:
- Cutting-edge technology: Qatar invested in state-of-the-art technology to enhance event delivery and provide a hassle free visitor experience through seamless mobility, real-time communication, digital ticketing and access control, and a wide range of interactive experiences.
- Public infrastructure: Qatar's meticulously planned and well-developed transport network can effortlessly accommodate the influx of event attendees, further bolstering the logistical efficiency of mega-events.
- Sporting infrastructure: The country boasts a collection of world-class, contemporary stadiums that serve as a testament to architectural excellence. These stadiums are designed for adaptability, ensuring their continued legacy beyond the events.
- Global brand and influence: With a sterling reputation for successfully hosting high-profile and complex events, Qatar holds a prominent and influential position on the global stage. This reputation extends far beyond its borders, attracting partners, sponsors, and participants from around the world.
- Proprietary IP: Qatar possesses a suite of proprietary products, services, and technologies carefully crafted to enhance the event experience and engage fans in novel and exciting ways.
- Brand partners: An impressive portfolio of blue-chip partnerships across various sectors and an extensive network of relationships with key individuals, reinforces Qatar's status as an attractive host.
- Tourism Facilities: A well-established network of high-quality hotels, hospitality venues, and captivating destinations ensures visitors enjoy a unique and memorable experience while attending mega events.
Skills and Capabilities:
- Education: Qatar's commitment to effective knowledge transfer is pivotal in nurturing the talent and expertise required for hosting mega- events.
- Skilled Workforce: The country boasts a well-trained and deeply experienced workforce capable of delivering mega-events to the highest standards. This wealth of expertise ensures that every aspect of event execution is executed flawlessly.
- Event Delivery: Qatar has pre-existing teams with invaluable delivery experience, spanning logistics, sponsorship management, public relations, and communications. These teams are well-versed in the intricacies of mega-event management.
- Industry Network: The country possesses a global industry network and wealth of knowledge that can guide future investment strategies across critical event management areas.
The importance of measuring impacts
As an experienced player in the global events industry, Qatar has the ambition to sustain the positive impact of its positioning in the long run by strengthening the alignment of its efforts with the national development goals. Accordingly, measuring and monitoring the impact of hosting events has become even more important with some potential benefits such as:
- Enabling stakeholders to make better informed decisions regarding key events to host
- Predicting impacts and planning for those accordinglyEnhancing the business case for stakeholder support
- Securing funding for initiatives, enabling informed decision-making on their disbursement
- Strengthening positioning of event-hosting strategies in local and national development plans as mechanisms driving sustainable economic growth and prosperity
How can impacts be measured robustly?
Ministries, the Centre of Government, and other policymakers conduct socio-economic impact assessments on hosting events, to assess their potential impacts in relation to their overarching objectives.
One of the most reliable tools and methodologies that can be used to robustly measure socio-economic impacts is PwC’s Total Impact Measurement and Management (TIMM) Framework. Our TIMM framework provides a new language for decision making. Instead of relying on shareholder return alone, it incorporates and values a number of non-financial impacts. It’s a holistic view of what organisations need to understand their risks, identify opportunities and maintain a positive impact on society. The TIMM framework is flexible and can be tailored to cover the impacts which are material to organisations, programs and investments. This helps organisations understand and manage impact and facilitate strategic decision making and performance management.
Conclusion
In the journey of shaping its future, Qatar remains steadfast in its commitment towards realising National Vision 2030. This visionary roadmap, encompassing aspirations of economic diversification, social advancement, human empowerment, and environmental stewardship serves as a guiding force for the nation's holistic advancement.
Amidst the intricacies of an ever-evolving global landscape, Qatar will continue to make substantial contributions towards sustainable development and prosperity, resonating both within its borders and on the global platforms thanks to its continuously growing commitment to best practices and standards.
Contributors:
Mohamad Chamaa, Advisory Director,
Nussri Tahboub, Advisory Senior Manager,
Sebastian Turner, Advisory Senior Manager,
Zuhdi Hashweh, Advisory Manager,
Omar Bazian, Advisory Senior Associate,
Mustafa Awwad, Advisory Senior Associate
References:
1) Sharma, A. (2023, April 5). Fifa World Cup helped Qatar’s economy expand 8% in fourth quarter. The National. https://www.thenationalnews.com/business/2023/04/05/fifa-world-cup-helped-qatars-economy-expand-8-in-fourth-quarter/
2) Kerr, S., & England, A. (2023, July 6). After the World Cup: what next for Qatar? Financial Times. https://www.ft.com/content/14dcfc23-217c-4f22-a046-1f91b2d5f40c
3) Aguilar, J. (2023, June 5). Green buildings, smart city planning, cultural heritage preservation stressed. Gulf Times. https://www.gulf-times.com/article/662447/qatar/green-buildings-smart-city-planning-cultural-heritage-preservation-stressed
4) FIFA World Cup Qatar 2022TM in numbers | FIFA Publications. (n.d.). FIFA Publications. https://publications.fifa.com/en/annual-report-2022/tournaments-and-events/fifa-world-cup-quatar-2022/fifa-world-cup-qatar-2022-in-numbers/
