Table of ContentsAcknowledgments

Abstract......................................................................................................................................... 3

Table of Figures..............................................................................................................................4

Chapter 1 – Introduction............................................................................................................... 5

Background................................................................................................................................ 5

1.1. Motivation of the Research.............................................................................................6

1.2. Problem Statement.........................................................................................................6

1.3. Research Objectives........................................................................................................6

1.4. Research Questions.........................................................................................................7

1.5. Rational of the Research.................................................................................................7

1.6 Applied Research Analysis Approach...................................................................................7

CHAPTER 2 - Literature Review......................................................................................................8

2.1 Destination Branding and Destination Marketing................................................................8

2.1.1 Place Branding through Sporting Events........................................................................9

2.1.2 Image Transfer and Co-branding Process....................................................................10

2.2 Social Exchange Theory and Legacies of Sport Mega-Events.............................................12

2.2.1 Social Representation Theory......................................................................................12

2.3 Tourism and Economic Growth Theories...........................................................................13

2.3.1. Modernization Theory................................................................................................14

2.4 Conceptual Framework......................................................................................................15

2.5 Conclusion..........................................................................................................................15

CHAPTER 3 - Methodology...........................................................................................................17

3.1 Problem Statement............................................................................................................17

3.2 Research Planning..............................................................................................................17

3.3 Research Process................................................................................................................18

3.3.1 Research Questions and Objectives.............................................................................18

3.4 Research Design and Method............................................................................................19

3.4.1 Qualitative Data...........................................................................................................20

3.5 Sample Design....................................................................................................................20

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3.5.2 Size of Sampling...........................................................................................................21

3.6 Data Analysis......................................................................................................................21

CHAPTER 4 – Research Analysis and Findings..............................................................................23

4.1. Current Status and Potential of Tourism in Qatar.............................................................23

4.2. Qatar Branding as a Destination........................................................................................24

4.3. Qatar’s Current Tourism Contribution to the Country’s Economy....................................24

4.4. The Potential Impact of the FIFA 2022 World Cup in Qatar’s Tourism Prior to 2022........25

4.5. Influence of Qatar’s Tourism During Qatar 2022 FIFA World Cup.....................................26

4.6. Potential Methods of Optimizing Tourism and Gaining Leverage After Qatar 2022 FIFA World Cup................................................................................................................................ 26

4.7. Research Matrix................................................................................................................ 27

4.8. Concept Mapping..............................................................................................................28

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS..............................................................29

5.1. Conclusions................................................................................................................... 29

5.2. Answering Research Questions.....................................................................................29

5.3. Recommendations........................................................................................................ 30

5.4. Limitations.....................................................................................................................30

5.5. Limitations of Research.................................................................................................30

5.6. Recommendations for Further Research.......................................................................31

Bibliography.................................................................................................................................32

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Table of FiguresFig. 1. Conceptual Framework ………….………………………………………………………………………….15

Fig. 2. Process Model ………………………………………………………….………………………….17

Fig. 3. Research Onion Model ……………….…………………………………………………………………….19

Fig. 4. Qualitative data analysis …………….……………………………………………………………………….21

Fig. 5. Concept Mapping …………….……………………………………………………………………….28

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Chapter 1 – IntroductionBackground

Qatar is a sheikdom that is located on a peninsular off the Arabian desert with immense oil wealth (Arnold, 2014). Qatar was part of the Ottoman Empire until the collapse of the empire in World War I (Fromherz, 2013). Qatar signed a protectorate treaty with Britain in 1916, which laid the foundation for the modern state of Qatar (Suleyman & Ayfer, 2015). Qatar therefore retained its medieval glories of beautiful buildings, beautiful deserts and traditional lifestyles that had a lot of potential in terms of tourism. An important thing that made Qatar different is its oil and petroleum deposits. This is what gave the country a lot of attention in the international community in 1949 when the first petroleum ship left its shores with oil (Fromherz, 2013).As of the year 2018, Qatar had a population of 2.3 million people and the country had a GDP per capita of $124,100 (CIA Factbook, 2019). This puts Qatar at number 2 of the ranking of GDP per capita, only after Lichtenstein (CIA Factbook, 2018). The wealth of Qatar is steeped in its oil and gas industry. Oil and gas constitute 50% of Qatar’s GDP and approximately 85% of the country’s exports as well as 70% of the government’s revenue (Byrnes & Munro, 2018). Qatar and other Gulf Corporation Council (GCC) states have moved towards the collection of taxes in order to diversify their economies (Bakis & Karakoc, 2017; Stephensen & Al-Hamerneh, 2018). Qatar’s tourism industry is one of the vital industries outside its oil and gas sector. In 2012, it contributed approximately 0.8% of the country’s GDP (Lowry, 2016). This was traditionally positioned to target high-end and luxury travelers with upmarket infrastructure and systems (Lowry, 2016).

Qatar’s tourism industry has grown significantly over the past few decades. In 2000, Qatar attracted an approximate of 378,000 tourists, but this increased to 1.3 million in 2013 because of the government’s policies and increased investments into infrastructure (Telfer & Sharpley, 2015). Qatar’s tourism is mainly private-sector driven and it focuses on luxury clients and provides business-class services to visitors (Lowry, 2016).

The successful bid of Qatar to host the World Cup implies that there would be an increase in tourism in 2022. This is because Qatar is expecting an estimated 1 million or more tourists to visit the country in the six-week period of the World Cup, which is similar to what happened in Brazil in 2014 (Oxford Business Group, 2018).

However, boosting tourism in the period leading to a World Cup comes with many issues and challenges. This includes the organization of events in the years before the tournament in order to prepare stakeholders in the tourism industry for the big event. The Qatar World Cup is over 3 years away. There would be the need to organize events and activities that would bring on different stakeholders.

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The Qatari tourism authority issued the National Tourism Strategy in September 2017 (The Peninsula, 2017). This is placed within the context of the Qatar National Vision 2030 and the World Cup of 2022. This culminated in the Qatar National Tourism Sector Strategy which focuses on key pointers like (1) diversification (2) development of visitor source markets (3) development of tourism products and packages (Visit Qatar, 2017). Therefore, it is possible to improve and enhance the existing tourism infrastructure and make the best of Qatar’s position as host of the 2022 World Cup. This research will be primarily focused on developing a clear pathway towards the definition of the best parameters and pointers for enhancing tourism in Qatar.

1.1. Motivation of the ResearchThe chosen topic focuses on Qatar’s tourism industry and the influence of FIFA 2022

World Cup which will be hosted in Qatar. The research study will enable the opportunity of applying academic theories to Qatar’s tourism industry. Moreover, an understanding of how Qatar 2022 has an influence on Qatar’s economy, social relations and Qatar as a tourist destination. The outcome of the research will add value to the tourism industry in Qatar from a theoretical perspective. The academic relevance of the research study is that the obtained results can be used in the further development of the infrastructure and logistics in Qatar, to facilitate a proper preparation of a mega International sporting event. Also, the results of this research should contribute to the development of legislation on legal entities, as well as the resolution of problems arising from its application.

1.2. Problem Statement To examine the influence of Qatar 2022 FIFA World Cup on Qatar’s tourism industry.

1.3. Research ObjectivesIn order to attain the core aim of the research, there would be a critical review and analysis of the following objectives:

1. A critical analysis of the current and potential tourism contribution to Qatar’s development.

2. A review of the influence of tourism on Qatar’s economic growth.

3. An analytical observation of the potential impact of the World Cup on Qatar’s tourism prior to 2022.

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4. An evaluation of the influence of Qatar’s tourism during Qatar 2022 FIFA World Cup.

5. A deduction of potential methods of optimizing tourism and gaining leverage for the Qatari tourism industry after the Qatar 2022 FIFA World Cup.

1.4. Research Questions

- RQ 1 – What is the current status and potential of tourism in Qatar?

- RQ 2 – How does Qatar’s current tourism contribute to the country’s economy?

- RQ 3 – What are the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

- RQ 4 – What is the influence of Qatar’s tourism during Qatar 2022 FIFA World Cup?

- RQ 5 – What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

1.5. Rational of the Research This research is to be conducted on the state of Qatar’s current tourism industry. This

will be matched against the potentials and how the World Cup can influence Qatar’s tourism in 2022. The finding will provide beneficial information that can be applied and proposed as recommendations.

1.6 Applied Research Analysis Approach In this study, the grounded-theory method was also applied to data analysis. The main

procedure was the critical evaluation of the reactions to know the feasible coding and development of themes from the codes. Thematic analysis was used relative to transcriptions of participants’ reactions to interview questions. Accordingly, the themes were explained and supported by the existing studies on the topic.

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CHAPTER 2 - Literature ReviewThe academic discipline of tourism and its related practice as an industry keeps evolving.

In order to effectively understand and appreciate tourism in Qatar in relation to 2022 World Cup, it is important to critique and analyze key theories and ideas that underline and underpin the core parameters of discussion in the area. This chapter will evaluate these theories and concepts and provide key frameworks within which the rest of the research will be designed and analyzed.

2.1 Destination Branding and Destination MarketingThe concept of a “place” has become a basis for promotion in order to enhance and

boost tourism. This is done to improve and enhance knowledge of the place. “In the past few decades, a growing number of communities, cities, states/provinces, nations and regions have adopted marketing and branding concepts and tools to attract investors, visitors, residents, events and so on.” (Gertner, 2011, p. 91). This shows that the concept of a place and destination is presented within the context of marketing.

The promotion of a destination is integrated into the urban policy of a place and it attracts many categories of stakeholders who contribute to the building of the initial infrastructure to promote a place like geographers, sociologists, anthropologists and regional economists (Ashworth & Kavaratzis, 2010). Other writers argue that the branding of a place as a tourist destination is “… a convergence between the academic domains of urban policy, tourism and mainstream branding resulting in the emergence of a new domain of place branding.” (Hankinson, 2010, p. 301).

The key element of tourism involves “branding” which requires the use of several marketing techniques. Branding is the “deliberate development of specific association based on a predetermined plan within the minds of the target market” (Morgan et al, 2011, p. 287). This is about a trend whereby the marketers seek to influence the consumers and segment of the market that is being targeted by a specific communication message.

Destination branding include destination image, specific brand identity elements, communication plan, change in market perception and branding for positive perceptions of location (Morgan et al, 2011). This creates the basis for some place branding elements which would typically involve “creation of a name, symbol, logo, word mark or other graphic that both identifies and differentiates the destination.” (Govers & Go, 2016, p. 13).

Considering Qatar and the World Cup 2022, destination branding is openly performed by FIFA itself. Having revealed the new branded logo of the World Cup in 2019, the organization is trying to attract people’s attention to the sporting event, clearly identifying where it is planned to be held. The advertising and destination branding from FIFA itself, is a major

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influence.

This is simply steeped in the fact that place branding is based on a promise of a memorable experience (Govers & Go, 2016). This creates a strong relationship between the place brand and the place identity as it creates a communication that conveys a strong impression on the potential tourist (Kavaratzis & Hatch, 2013). Studies have shown that stakeholders’ participation is important in establishing the right place brand and place image (Kavaratzis, From “necessary evil” to necessity: stakeholders' involvement in place branding, 2012).

In order to create effective place brands, there is the need to create a strong brand image that has the ability to create strong brand associations – cognitive, affective and unique image which influences tourists’ future behaviors (Qu et al, 2011). This is a function of a strong image that helps to mediate between association and connection that are cognitive, affective and unique so that future tourists tend to build positive associations with the place.

Another conception of place branding is steeped in the fact that the social, cultural and historical elements of a given destination would have to be invoked in the definition of a place brand. Campelo, Aitken and Thyne (2014) state that there is the need to create brand constructs that focus on time, ancestry, landscape and community that is being marketed and promoted. These determinants are important to promote the best interest and desire of potential tourists. If managed properly, these tourists would want to visit continuously.

The emblem of the World Cup Qatar 2022 is white on a burgundy background. The intertwined two deuces are decorated so that they closely resemble the henna pattern that women often draw on their hands. In addition, the curved lines of the emblem are designed to recall the eight stadiums where the championship matches will be held. The emblem also follows the shape of the FIFA World Cup. Thus, these are the cognitive connections that the World Cup logo advertising Qatar 2022 presents.

Another angle that is presented by some scholars is that global audiences need reference points to evaluate the promise that is being presented (Govers & Go, 2016). This is important because such pointers aid in the definition of “worthwhile experiences” that induce potential tourists to choose a particular location. The advertising of the event itself shows that the authorities in Qatar are planning to build the correct amount of stadiums as required by FIFA, and generally that all requirements from FIFA are met. Including the fact that the tourism infrastructure will be rebuilt, upgraded, and ready to take in as much tourists as necessary, with a planned number of 1.5 million throughout November and December.

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2.1.1 Place Branding through Sporting Events Mega events have become a key to place branding as a result of diversified reasons

associated with the legacies of the events. For example, high-level tourism in the nation and an increased level of tourism development, positive economic effects, high-level employment, an improvement in the image of a destination, increasing the price of community and optimization of political objectives are the main reasons.

Globalization and the increasing market fragmentation led to an increase in the competition among developed and the emerging places at international level. It has become significant to induce and retain locals, investors, and tourists (Bodet & Lacassagne, 2012). Hence, sport is a critical lever to place branding because diversified stakeholders are emerging. In fact, the key events such as the Olympics Games show the medium to increase the hosting of the soft power of the nation due to the linkage with the positive images of excellence, culture and social aspects, and mutual exchange. Also, the increased level of media coverage is provided to a sports event that offers optimal visibility and leads to emotional connection and bonding as positive results (Parent, 2013).

2.1.2 Image Transfer and Co-branding ProcessCreating an effective economy is the main strategic goal of the development of any

country. The most realistic way to achieve this is the effective, proportional development of all sectors of the economy, including those directly involved in the recreational complex or serving it. Conducting major international sports competitions. The large scale sporting events give a powerful impetus to the development of sports and the promotion of a healthy lifestyle of citizens in the country of their conduct, contribute to the development of international cooperation, strengthening peace and mutual understanding between people and countries. The study of the experience of conducting KMSS allows us to identify ways to obtain the maximum positive socio-economic effect from each stage of the competitive business cycle and games in general for the economy of the host country, as well as to use this experience in the future.

In fact, hosting mega sports events facilitate a place branding strategy, which is aligned with the image-transfer process not only from the event but also from the competition and the organization of brand. For example, in the case of the Olympic Games, various values as indicated in the introduction of the research charter, including friendship, solidarity, and universalism were moved to hosting city. But there are some negative components that could also be transferred to hosting city. Therefore, it is important to have a balance between hosting country and the sports event to integrate the level of congruence between two different images (Parent & Chappelet, 2017).

The negative aspects, are primarily in the opinion that sports competitions are a burden for any economy. Especially if the sports championship is held in a developing country. History

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illustrates examples of such events that ended with an economic and political crisis for the state. The harshest consequences for countries were after hosting the Olympics. It all started with the Olympic Games in Mexico City in 1968. The country, which only felt the delights of economic growth, decided to surprise the whole world. But the funding of nearly $ 2 billion by Mexico was a burden in the literal sense of the word. To build the infrastructure and sports facilities, the authorities introduced two new taxes, namely land tax and on vehicles, but people did not understand the important of the taxation. Ten days before the Olympics in Mexico City, mass demonstrations were held against the law. As a result, officially four are dead, whereas unofficially hundreds had died. The Montreal Summer Olympics in 1976 are still considered one of the most expensive in history. The budget of $ 5 billion (now it is about $ 20 billion) was too much for the Canadians to pull on their own, and thus, they were forced to take on a loan. Officially, payments on this loan ended only in 2006. Unofficially, according to former Canadian Prime Minister C. Campbell, the country has still not completely closed this issue. But the worst outcome was felt by the Greeks. The Athens Summer Olympics, held in 2004, cost the country € 13 billion, most of which were loan costs. Such wastefulness ended in default, revolution and the collapse of the euro. However, what is more frightful is that all the infrastructure built specifically for the Olympic Games is not used and has turned into ruins. The calculations that the Olympics are paying off in recent years have not been justified anywhere. Games in Vancouver cost Canada 6 billion euros with an income of 700 million. Beijing spent just an astronomical amount of 30 billion euros, receiving a little more than 800 million. Turin went into a modest 700 million euros, returning only 270 million. Thus, it is obvious that most countries have not been able to strike a balance and find this congruence we spoke of above.

The situation is no better with the World Cups. A study by the University of Edinburgh showed that the last ten world championships did not live up to financial expectations: at best, they were unprofitable. Only those countries where many years before the World Cup had already had ready-made infrastructure and stadiums — Germany, France, the USA, and Italy — could boast. By the way, the championship in the USA in 1994 was the only one that was classified as conditionally profitable. And only because the stingy Americans saved on everything that caused FIFA dissatisfaction.

Football has been and remains the most commercialized of all other sports industries. After the commercially successful Olympics in 1984, the United States, which at that time did not even have its own football league and proper sports infrastructure, won the fight for the World Cup in 1994. The FIFA (World Football Association) explained this decision with two motives. First, it was decided that it was the United States that could give impetus to attracting private funds to organize such an event, since the United States was promised 4 billion dollars. accumulate due to the World Cup in your country. The second motive was the popularization of football in the United States, which was very successful.

Image transfer is the co-branding process, which is a collaboration between different brands. These brands infer a co-definition and a co-signature. The sports organization and the

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sporting events have an extraordinary ranking in getting benefits from the branding strategies as part of the fact that sporting events facilitate the increased level of passion as well as the deep connection with the fans and stakeholders. This can be linked to the team brands like Manchester United and All Blacks or events such as FIFA and Olympic. These well recognized event names suddenly develop the associations and images, encounters, and sense of belongingness with the fans (Parent & Chappelet, 2017).

2.2 Social Exchange Theory and Legacies of Sport Mega-Events This section is important in establishing the social value that can be created through

relationships that are built between tourists and destinations. This is important to create a fair understanding of the core elements of the social components of tourism and how this has been harnessed by destinations that hosted major sporting events.

The social exchange theory “… suggests that human relationships are based on potential exchanges, i.e., people engage in relationships with other people or organizations” (Rocha & Barbanti, 2015, p. 67). This is premised on the fact that people receive something of value in exchange for what they put into a relationship. Thus, there is a reciprocal element of relationships that must be studied and/or harnessed in order to make tourism worthwhile.

In most sporting events, there is a social exchange that goes on between the destination and the international community at large (Deccio & Baloglu, 2002). This is something that happens at the post- and pre-event stages and it creates a social impact that is over and above what existed in the past (Gursoy & Kendall, 2006). The social exchange theory implies that a nation can study its social exchanges and make the best from social relationships and networks that are formed through events.

Legacy is an important thing that forms the core of major event. Sport event legacy is defined as “planned and unplanned, positive and negative, tangible and intangible structures created for and by a sport event that remain longer than the event itself” (Preuss, 2007, p. 211). This means that sports event legacies relate to what happens after the event is over and what remains when the legacy is over.

The legacy cube involves three key frames that are pursued in sporting events namely:

1. Planning;

2. Tangibility and

3. Positiveness (Dickson et al, 2011).

Planning refers to a conscious effort to order things in order to attain the best outcomes of the event. Tangibility revolves around the need to create something cogent that would affect and influence everyone who visits the event. In doing this, it is important to create a positive

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image for the place as this is the ultimate end of hosting a particular event and creating some kind of social exchange in the process.

2.2.1 Social Representation TheoryWith the use of sports events, the image of a place can be improved. Nevertheless, the

optimization of the benefits of a strategy can only be measured by the increased level of effects on the society’s information level, perceptions and opinions, and prejudices. One of the main methods to make an analysis of the individuals’ opinions and the perceptions related to certain object is to implement the idea of social representation. This idea was introduced by Moscovici in 1961 (Howarth, 2006). Moscovici indicated that social representations refer to the type of knowledge that is socially elaborated and shared. In addition, this knowledge has practical results. It is argued that there are two rules of representations. One role is linked to the conventionalization of the objects, individuals, and events, encountered by society (Dos Santos, 2014).

The representations offer a definite form to the events as well as objects and places them in the appropriate class. In return, they develop them on a constant basis as a model of the specific form with differentiating features, which is shared by the group. They lead to the development of the common reality between social groups. Moreover, the social representations are molded by the encounters of the people and communication messages. Accordingly, they enabled them to develop the environment, decode the messages, categorize the people, and build their perceptions and opinions (Ratten & Ferreira, 2016).

All in all, the significant role of social representation is to make an unfamiliar thing familiar. The key difference between social representation and the image is that the images are the resultant of the social representations. Nevertheless, the social representation is a procedure that portrays as the products. They are highly stable and there is a lack of context. This is the reason that social representation just like in case of a sports event host by a country contributes to various and consistent images in different circumstances. With respect to mega sports events, the communication of messages is linked to personal encounters of the individuals and the marketing campaigns which are developed and produced by the media. This is the first condition of elaboration of social representation. The second condition is focalization. In relation to place branding, this is the segmentation of targeted publics. The third condition is an inference that is associated to decrease in uncertainty related to certain objects to grasp new opinions (Viehoff & Poynter, 2016).

2.3 Tourism and Economic Growth TheoriesTourism promotes economic growth and reduces unemployment which ultimately

enhances capital accumulation (Inchausti-Sintes, 2015). Tourism is a major component of the national accounts and gross domestic product of any country (Vanhove, 2018, p. 11). This is

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often calculated based on how much money visitors bring into the country as they visit. There are different dimensions on how tourism is said to contribute to the national economy.

The export-led growth hypothesis claims that the overall exports of a given country increase as the volume of tourism rises (Pavlic et al, 2015). This is something that supports the view that the foreign exchange of a country increases with the growth of tourism and its allied entities. On the other hand, the Tourism Capital Imports Growth model seeks to segregate tourism and evaluate how tourism resources grow with the increase in tourism (Nowak et al, 2007). Other theorists argue that economic growth, tourism and capital are cointegrated in most economies and this grows jointly as tourism increases (Tang & Abosedra, 2015). This means that the economic and numeric volume of tourism is important to ensure a considerable growth in a country’s economy and infrastructural base.

There are other indicators like physical and human capital that increases as tourism rises in a given country (Panahi et al, 2015). Also, government policy is enhanced with the increment of tourism in a given country as the scope and scale of government increases as tourists come into the country (Balaguer & Cantavella-Jorda, 2010). This is because economic growth from tourism is powered by capital accumulation which ultimately induces a long-term growth of the economy and system (Du et al, 2016).

Another aspect of tourism relates to sustainable development. This is something that is steeped in proper tourism planning and the development process which must be carried out in a clear manner that promotes economic, political and social progress (Telfer & Sharpley, 2015). This is important to ensure the long-term economic gains are preserved and applied in the most effective manner in a country.

2.3.1. Modernization TheoryThe modernization theory is the economic growth theory, which indicates that

economic growth or development refers to the endogenous procedure that can be achieved by all of the societies. There are two phases in relation to this theory for the advancement to the economy. These phases need to be completed to achieve modernity. The trajectory of the development initiates with the traditional society. In return, it drives to a society, which is based on mass consumption. The modernization theory states that economic development and merits, can ultimately filter and increase economic growth. This theory is linked to tourism as it is argued that tourism is based on the modernization theory, but it does not focus on the social and environmental aspects. Some of the critics described that it is unrealistic for a company to modernize because every community has different features that alter the outcomes (Sharpley, 2009).

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2.4 Conceptual Framework

Figure 1: Conceptual Framework

The above figure 4, is a conceptual framework of the research topic. The figure illustrates various theories used in the literature review. The conceptual frames work outlines the research study from a visual perspective. On the left section of the conceptual framework is the research topic; the influence of Qatar 2022 on Qatar’s tourism. The right section includes the theories, destination branding, social exchange and economic growth. The research study will analyze the influence of Qatar 2022 on Qatar’s tourism industry. The findings of the research illustrate the outcome of the study on Qatar’s tourism industry. The conceptual variables of Destination Branding & Marketing, as well as Social Exchange are factors, which have the capacity of influencing Economic Growth of the state. Without these factors the potential benefit to the economy of Qatar may not be considered as fruitful. Even considering the build-up of new and upgrade of the existing infrastructure, without the potential increase in the tourism industry, without developing a positive image for itself, Qatar is running the risk of suffering the same outcome as Mexico City, Montreal, or Athens during the Olympic games. These variables are directly approached by this study. This research does not only consider branding, but also attempts to determine how the investments into tourism will influence potential economic growth of Qatar as a state and tourist destination for the future.

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Influence of Qatar 2022on Qatar’s Tourism

Industry

Destination Branding & Marketing

Social Exchange

Economic Growth

2.5 ConclusionThis chapter has raised important pointers on destination branding and destination

marketing. This is a conscious effort that has to be done to link the properties of a given location with the perceptions and behaviors of tourists. Tourism is also a social exchange which provides value for different stakeholders. There are also various dimensions of economic elements that define tourism. This includes economic growth, capital growth, and enhancement of the tourism industry.

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CHAPTER 3 - MethodologyThe purpose of this research is to examine the influence of Qatar 2022 FIFA World Cup

on Qatar’s tourism industry. This chapter highlights the research approaches that were conducted and the methods which were implemented throughout the research process. The methodology section includes the problem statement, research planning, followed by the research process which explains the research objectives as well as the research questions. Lastly, this chapter covers research design, sample design, analysis of data and research limitations.

3.1 Problem StatementTo examine the influence of Qatar 2022 FIFA World Cup on Qatar’s tourism industry.

3.2 Research PlanningThe research planning was based on a research process model by veal (1997).

The below figure 2, illustrates the stages of the process model.

Figure 2: Process model

Source: (Veal, 1997)

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3.3 Research ProcessThe objective of the research is to examine the influence of Qatar 2022 FIFA World Cup

on Qatar’s tourism industry. The problem statement has been formulated as the core of the research study. In order to achieve the answers of the problem statemtent, a number of research quesitons and research objectives have been listed. In addition, secondary data is collected using theories from the literature review. One must also consider the correlation between the such factors as Destination Branding & Marketing and also Social Exchange. By connecting the theories to the scenario of Qatar 2022, a conceptual framework has been created. To achieve answering the research questions, it is necessary for primary data to be collected and analyzed. This section of the research includes the followings, the process of data collection, research design, research method and sample design.

3.3.1 Research Questions and ObjectivesThis section includes the research question and objectives of the research study.

RQ 1 – What is the current status and potential of tourism in Qatar?

Objective: A critical analysis of the current and potential tourism contribution to Qatar’s development.

RQ 2 – How does Qatar’s current tourism contribute to the country’s economy?

A review of the influence of tourism on Qatar’s economic growth.

RQ 3 – What are the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

An analytical observation of the potential impact of the World Cup on Qatar’s tourism prior to 2022.

RQ 4 – What is the influence of Qatar’s tourism during Qatar 2022 FIFA World Cup?

An evaluation of the influence of Qatar’s tourism during Qatar 2022 FIFA World Cup.RQ 5 – What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

A deduction of potential methods of optimizing tourism and gaining leverage for the Qatari tourism industry after the Qatar 2022 FIFA World Cup.

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3.4 Research Design and Method

Figure 3: Research Onion Model

Source: (Saunders, Lewis & Thornhill, 2009)

The above figure 3, is the research onion model. The research onion model is used to illustrate the variety of levels within a research process. It is essential to understand the research methods in order to select the most suitable research method. The model has a total of 6 levels which are research philosophies, approaches, strategies, choices, time horizon as well as techniques and produces.

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3.4.1 Qualitative DataQualitative research is the selected research method. The qualitative research method

focuses on collecting precise data from a small number of respondents. An observation of the interviewee’s behavior is gained from an interview and the knowledge helps in achieving a better understanding of the interviewee’s experience; Lewis and Thornhill (2009). According to Rashid and Bappi (2013), results of the interview may be inaccurate if the respondents are not in a good mood. There are four methods of qualitative data collection; focus group, action research, individual interview and observation. The selected method for qualitative data collection is individual interview. The next phase will require for the collected data to be analyzed.

The most suitable approach is an inductive research approach due to it being more specific and the approach’s ability of narrowing the scope of the research study using research questions. It uses a set of methods to generate an inductive theory which links between analysis and data collection (Glaser, 1992, p.16). Grounded theory is the selected research strategy. The literature review has been reviewed cautiously and linked with the collected data using comparative techniques, Glaser, B., & Strauss, A. (1967). Grounded theory allows for the researcher to achieve a deep analysis and understanding through practicality.

The triangulation method has been used to increase the validity of the research study. It is used to enhance the reliability of inference by combining methodologies, theories and investigators in qualitative and quantitative research (Denzin, 1978, 295). According to Hesse-Biber (2010), triangulation is capable of revealing divergence and convergence of different measures which enables the ability to better understand a variable of interest. In addition, a pilot experiment is necessary to conduct in order to evaluate possible flaws and improve the interview questions prior to performing the official interview. According to Teijlingen & Hundley (2001), a pilot study is conducted in order to pre-test the research instrument and it is viewed as a trial experiment of the actual study. Tashakkori & Teddlie (2003), stated that it is possible for quantitative and qualitative research to implement a pilot experiment due to it being beneficial.

3.5 Sample Design3.5.1 Frame of Sample

The sample of selection for qualitative data collection is merely individuals within the tourism industry in Qatar. The selected method of data collection is face-to-face interview. It is essential to respondents that they receive a schedule meeting at an agreeable date, time and location (Elmir et al., 2011). A meeting request has been sent to the respondents for a face-to-face interview. The respondents were selected due to their experience of the tourism industry.

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3.5.2 Size of SamplingThe size of sampling is 6 individuals employed within the tourism industry in Qatar. The

selected candidates are employed in the following tourism sectors, local business, airline as well as the hotel industry. It was essential to diversify the interviewees in order to attain an assorted perspective of Qatar’s tourism industry. Respondents are aware that their identification shall remain confidential; this will potentially allow for more valid data as the interviewee will be more relax.

3.6 Data Analysis The selected instrument for data analysis is coding and axial coding. These instruments

enable the achievement of a well-developed theory from raw data (Holton, 2010). While conducting the open coding method, the emerging themes of the interview will be marked. In the axial coding method, a cautious analysis of the interview transcripts will be explained. In data analysis, there is a six-step model which includes, data characterizing, analysis, assessing, data coding, develop themes and descriptions as well as interpretation of the description and themes (Creswell, 2009).

Figure 4: Qualitative data analysis

Source: (Creswell, 2014, p.197)

3.7 Budget

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The research has been conducted at zero cost. All necessary tools and resources required for the completion of the research study were available. The research materials have been compiled from various direct sources such as the interview, internet, journal and books.

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CHAPTER 4 – Research Analysis and FindingsThis chapter of the thesis aims to provide an insight into the results and the discussion

of the collected data. The collected data were analyzed using thematic analysis. Key themes from the collected data were identified and then analyzed using secondary data from books and journal articles. One foremost paid attention to such factors as destination branding & marketing, social Exchange, and economic growth capacity. These factors were derived from the key themes from the interviewees’ answers included the potential of tourism in Qatar, Qatar as a destination brand, Qatar tourism’s contribution to the country’s economy and others. These themes were explained through interviewees’ answers and the existing literature on the topic to support the arguments.

4.1. Current Status and Potential of Tourism in QatarThe interviewees of the study were asked a number of questions. Some of the questions

were linked to current status and the potential of tourism in Qatar. The interviewees have mixed responses related to the tourism industry of Qatar. One of the interviewees stated that the future of Qatar in terms of tourism is very bright. People from diversified culture are the source of attraction for tourists. But, the country itself does not have cultural attraction. But, one interviewee identified that the tourism sector is not booming because of the issue of the blockade. There is a need for improvement through visa relaxation and other related strategies. Another interviewee specified that the actions taken by the government in relation to visa policy and the airfares improved the tourism sales. In addition, the effective promotional campaigns, especially the preparations for FIFA 2022 increases the level of destination attraction. However, the blockade is one key issue.

The interviewees have positive opinions about the potential of tourism as they indicated that there are several areas of the tourism sector in which the country can flourish and increase the revenue. For example, focus on local production, hosting international events like international convention MICE, and developing hotels to target different needs of diversified customers. The results are supported by the literature as the number of studies. For example, according to Morakabati et al. (2014), the country has the potential to turn it to a country, whose economy does not depend on the oil and gas sector. There is a need to focus on the services sector like tourism. To date, the success in attracting the tourists to Qatar is limited because the country faces issues with respect to economic diversification strategy. In addition, as per Giampiccoli and Mtapuri (2015), the country faces issues in coping with the new economic strategy but conferences, festivals, exhibitions, and heritage are the key sources that can play a role in tourism development.

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4.2. Qatar Branding as a DestinationThe participants of the study were also asked the question about the Qatar branding as

the destination. It is an important aspect in today’s diversified business environment in which the countries focus on destination branding to increase the economic growth. The first interviewee stated that Qatar is branding itself as a tourist destination in an effective manner by organizing the mega sporting event. In fact, its organizations like Qatar Airways and National Tourism Council are making efforts through advertising campaign to promote the tourism and positive features of the country. Some of the mega events hosted by the country that promoted its tourism sector included Asian Games, Handball World Championship, F1 Grand Prix and others. The key issue is the visa policy in terms of flexibility. Other interviewees also described that preparing for the mega sport event (FIFA World Cup 2022) increased the value of the country as the tourist destination. The revealing of the logo of FIFA World Cup 2022 in Qatar that was held in 24 countries simultaneously also attracted a lot of attention which made people start to think about the possibility of visiting Qatar for the main event itself (MENAFN, 2020). More so, a lot of attention is attracted to Qatar’s National Bank (QNB) which finances most of the investments into the country’s economy, and all financial flows going through it. Its brand value alone has increased at an annual rate of 20% reaching $6.03 billion in 2020. The brand strength index (BSI) has reached an impressive 82 out of 100, explained by a strong performance in the financial sector and a continuous increase in the state’s presence

The use of airline is an effective medium to promote tourism. The results of the study are supported by the studies conducted by the authors. It can be understood by the study conducted by de Jong (2011). They indicated that destination branding has become trendy as the countries have started to brand themselves to attract tourists and foreigners to increase the level of economic diversification. The focus of the brands is the uniqueness of the place, which is integrated with the cultures. Qatar is one of the nations that initiated to focus on the strategy of place branding to enhance its economic value. The country branding strategy is aligned with the tourism targets, aviation and mega events and exhibitions. The differentiated image made countries like Qatar successful in place branding. The current aim of the country is to make it a valuable brand for tourists to visit that will ultimately increase the level of economic growth and community development (Hazime, 2011).

4.3. Qatar’s Current Tourism Contribution to the Country’s EconomyThe interviewees of the study were also questioned about tourism’s role in the

economic growth of Qatar to get the answer to the second research question. One interviewee stated that currently, the country and policyholders are investing in the development of the tourism sector. Hence, there is a lack of opportunity to get ROI at the current point in time. The current focus is on making Qatar as a prominent tourist destination. But, with the time and expansion in the tourism areas like building malls, the economic growth will increase. Also 2022 would be a key opportunity for Qatar to increase economic growth. Another interviewee

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agreed with the statement that immediate ROI is not possible because of continuous investment in tourism-related to activities. The year 2030 is a goal as part of FIFA 2020 to experience enormous economic growth. One interviewee stated that tourism is contributing positively to the economy of the country as the country have every opportunity at the local level and the nationals and tourists don’t need to go outside to make purchases. Also, hosting a major event in 2022 would increase job opportunities and the business for local residents to fulfill the needs of the tourists.

Accordingly, the results offered the answer to the question of tourism contribution to Qatar’s economy. The results are also supported by the literature. For example, it is indicated by Giampiccoli and Mtapuri (2015) that as part of the National Tourism Sector Strategy, the tourism development activities based on leisure and family-related efforts, business, sports, and ecotourism would offer increased levels of ROI. Currently, the country is making huge investments to increase its image of tourist destination. Musinguzi (2016) specified that the tourism sector in Qatar is expected to put a positive impact on social and economic growth. It can be ascertained by the fact that in 2013, the direct share of travel and tourism to GDP was 3.74 billion US dollars (1.8% of GDP). It was expected to increase by 9.1% in 2014 as a result of economic activities in the sectors like hotels, travel agents, airlines, passenger transportation services, the efforts of restaurants and the leisure sectors. It is also expected that more than 86,000 jobs are derived from tourism businesses. The direct contribution would grow by 4.5% to 6.35 billion US dollars by 2024.

4.4. The Potential Impact of the FIFA 2022 World Cup in Qatar’s Tourism Prior to 2022

The interviewees answered the questions related to the impact of the FIFA 2022 World Cup on tourism before 2022. The responses of the interviewees provided a notion that due to the expected sports event, Qatar has gotten the attention of the tourists to travel and for business purpose. However, there is an adverse effect of the FIFA World Cup. It is the congestion and traffic issues because of construction. One interviewee also agreed with the statement that a potential world cup put a positive impact on tourism in terms of infrastructure development, transportation, and hotel business, etc. The negative impacts are short-term that would offer benefits in the future. The third interviewee also specified that hosting a major impact increased the attraction level of the country that will offer job opportunities and development projects.

The results are supported by the economic and social theories identified in the literature (Parent & Chappelet, 2017; Sharpley, 2009). Moreover, Kaplanidou et al. (2016) corroborated that hosting the FIFA World Cup 2022 would alter the perception of the country related to destination image and character. High–level awareness, enhanced the destination image of Qatar as well as improved the related attitudes, involving traveling to Qatar for an event or

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vacation. In addition, Al-Emadi (2017) described that 2022 FIFA World Cup in Qatar affected the local individuals’ behaviors, excitement, community and personal quality of life perspective. It is indicated that eight years prior to event, socio-cultural factor was the main factor to impact locals’ behaviors.

4.5. Influence of Qatar’s Tourism During Qatar 2022 FIFA World CupIn fact, the participants of the study were asked about the influence of Qatar tourism

during the Qatar FIFA 2022 World Cup. Most of the participants answered in a positive way. For example, the interviewees specified that Qatar tourism during FIFA World Cup will lead to social exchange because of the diversity involve in the sporting event. Different cultures will exchange their values and beliefs. Actually, the tourism sector will flourish during the FIFA 2022 World Cup because of investment and development of businesses in different areas, such as hotels, airlines, travel agents, guides and transportation. Overall, the tourism sector will significantly influence the economy and society. Other two interviewees also stated that the effects of Qatar tourism during FIFA World Cup 2022 would be significant. The country will be able to build a destination image as identified by Alkahsawneh and Alfandi (2015) and Al-Kwifi (2015). Both of the authors indicated the importance of the destination image in promoting the culture and tourism-related factors of the nation. The theory of social representation (Howarth, 2006) and social exchange theory (Cropanzano & Mitchell, 2005) are also aligned with the positive influence of tourism development during sporting event. At the same time, it is necessary to mention that all changes take place in accordance to Qatar’s Second National Development Strategy 2018-2022 presented by the Prime Minister Abdullah bin Nasser Al Thani in 2018.

4.6. Potential Methods of Optimizing Tourism and Gaining Leverage After Qatar 2022 FIFA World Cup

One of the themes identified through the question asked to the participants of the study is the optimization of tourism and achieving leveraging. The interviewees provided an overview that the country needs to focus on the Qatar 2022. In fact, the country should host major events like conferences and business conventions to increase business opportunities and to expand the customer base. This will increase economic activity. The second interviewee specifically stated that Qatar should focus on the cruise ship sector. The third interviewee also agreed to the same conclusion. The current literature also supports the arguments. It is corroborated by Kaplanidou et al. (2016) that hosting mega-events facilitate the improvement in the planning systems and knowledge transfer from one nation to another. Qatar in relation to its 2030 vision should hold mega-events and market itself as the brand (Azzali, 2017; ElGahani & Furlan, 2018).

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4.7. Research MatrixBranding Social Exchange

PotentialEconomic Growth

Group 1 - Constant branding

- Improvement of international image

- Advertising- FIFA in

promotion

- Exchange of cultures

- People from 50 countries will come for the World Cup

- Is a chance to present oneself in the limelight

- Possible to transfer focus on tourism instead of oil and gas

- High potential must be realized

- Everything aligns with the Strategy 2030

Group 2 - Qatar Airways and the National Tourism Council investments

- Promotion over the media

- Unveiling of the new FIFA 2022 logo

- Possible only when the construction is complete

- FIFA 2022 is an opportunity for Qatar to be a business platform

- Search of investments and cultural exchange

- All financing is part of the Strategy 2030

- Government is realizing its plan

- High potential to increase economic growth

- High risks; a lot at stake

Group 3 - A lot of branding over media

- Much attention World Cup 2022

- Full rebuilding- Qatar Airways

and National Tourism Council

- Investments and business opportunity

- Platform for communication

- Cultural exchange at FIFA 2022

- High potential- Tourism is

solution to non-oil economy

- Significant investments + high probability of return

- Strategy 2030

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4.8. Concept Mapping

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Economic Growth

Investment Platform

FIFA 2022 World Cup

Directional Branding

Economy Shift

Tourism Construction

Traffic

Business opportunity

Qatar Airways National Tourism Council

General Improvement

Media Presentation

Sightseeing locations

CHAPTER 5: Conclusions and Recommendations

5.1. ConclusionsIt is evident that the FIFA 2022 event held in Qatar will improve the general state of the

economy. Although there is a fear of potential losses, especially considering the fate of such cities as Mexico City, Montreal, Athens, and many others, which did not manage to utilize the opportunity to maintain their status amongst the investors, Qatar has a well-developed strategy lasting all the way until 2030 and the FIFA 2022 event is only a part of this strategy. The government uses this opportunity to build and develop the state’s infrastructure which will be re-used or put to other uses that are already planned out. Most of the stadiums will not be maintained but instead it will be broken down into pieces and reuse the materials for constructing more infrastructure for tourism needs. The focus is on tourism and the possibilities that the World Cup Qatar 2022 offers. This is an international platform with a potential of attracting investments and holding various business forums with people meeting and getting acquainted with the business sector in Qatar. The respondents all agree that the potential for the tourism industry is quite high after Qatar 2022. Although, do not agree that there is much influence of tourism right now.

5.2. Answering Research QuestionsRQ 1 – What is the current status and potential of tourism in Qatar?

The current status is “under construction” with the tourism share not being as high in the national economy. However, the potential is high with an increase in visitors to the country.

RQ 2 – How does Qatar’s current tourism contribute to the country’s economy?

As already mentioned, the current level of tourism is still “under development”. There is a definite paradigm and development program which the Qatar is implementing into operation. However, currently the problem with visas, construction, and traffic do not contribute to the improvement of the situation.

RQ 3 – What are the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

The development of the infrastructure and increase in the number of tourism sites, branding, and improvement of the Qatar image on the world arena are all improvements and contributory to the Qatar’s further development.

RQ 4 – What is the influence of Qatar’s tourism during Qatar 2022 FIFA World Cup?

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The social exchange factor is of high importance as Qatar 2022 will introduce itself to the world and present itself to the investors and business. More people will start considering the unique climate and location of Qatar as a tourist destination, and a potential alternative to United Arab Emirate.

RQ 5 – What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

Optimization occurs through the adoption of the changes to the legal platform, upholding the Strategy 2030 and controlling that all stages of the plan are executed in accordance.

5.3. RecommendationsThe most important recommendation is that Qatar should not stop promoting itself

after FIFA 2022. By continuing to uphold one’s branding and image on the international arena Qatar will rivet the attention of the world onto itself and increase its business and investment opportunities.

5.4. LimitationsThe only limitations are that Qatar’s tourism industry is incapable of starting its

operation in full force due to the country being under development in preparation for the World Cup 2022.

5.5. Limitations of ResearchThe scope of the research is quite extensive and the sample amount of six individuals is

relatively minimal to generalize the findings. In order to get a better understanding of the populations’ preferences more people must be interviewed. Unfortunately, specialists from government sectors such as Ministry of Finance, National Tourism Council and Ministry of Development Planning and Statistics were unable to participate in the interview.

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5.6. Recommendations for Further ResearchFurther research can be achieved by to slightly change the study design. In order to

attract a larger sample, the survey must be conducted online. However, considering the open-ended question design, which is currently adopted, not many would want to type such extensive responses. Thus, it is suggested to design a quantitative study, with a survey designed in accordance to a 5-point Likert scale, where 1 – ‘Strongly Disagree’ and 5 is – ‘Strongly Agree’. These responses will then be gathered and analyzed using SPSS program. The questions can be developed to achieve further results, but designed in accordance with the factors mentioned above, namely Branding and Marketing, Social Exchange and Economic Growth. These factors will then become variables. The independent variables can be branding and marketing, and social exchange. Whereas the dependent variable can be economic growth. Further research can outline how the independent variables will influence the dependent variable and determine the correlation between the two.

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Appendix 1: Interview with a manager from the commerce industry

Interview Date: 18th June 2019

Name: Anonymous

Position: Branch Manager

Industry: Business & Trading (Qatar)

Company Name: Anonymous

Location: Souq Waqif

Experience: 5 years

1. What is the current status of tourism in Qatar?

Qatar’s capability in terms of tourism is very high. We can witness a high attempt in attracting tourists through various methods. There are countries with a vast history within the nation which attracts tourists from around the world. On the other hand, Qatar does not have a vast history to attract tourists based on its history. However, Qatar’s efforts of attracting tourism to highlight its traditions and culture is widely visible.

There are slight challenges in terms of entry visas which really impacts tourism and business investors. Due to the blockade on Qatar there has been a high drop in the number of tourists from certain countries. This has negatively impacted the business in Souq Wagif. The number of sales drastically decreased by an approximate of 60% – 70% due to the blockade on Qatar. We have been only witnessing customers from within Qatar.

2. What are the current trends in Tourism? Explain who they are, where they come from, purpose of visit?

In my opinion, I believe that short tours while transiting in a country is becoming a tourism trend. Travelers save money by taking connecting flight which may have long transit hours and at the same time they can take advantage of the touring the destination where they are transiting at. Such types of tourism allow the traveler to discover a country in a short period of time. The purpose of their visit is due to transiting and for some travelers is because they would like to pre-visit Qatar prior to the world cup. Majority of the visitors that we witness a business are from Europe and the USA.

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3. What is the potential of tourism in Qatar?

I see that Qatar has some much potential in marketing the luxury lifestyle. It is not necessary in tourism to only market monuments and historical destinations. Qatar should focus more on local production which will result in attracting tourists or even business visits to Qatar for its unique local production quality. The quality should be well monitored by the government in the sense that Qatar achieve high local production standards to the extent that it exports internationally.

4. How is Qatar branding itself as a destination?

Qatar is doing very well in promoting itself as a destination. In terms of promoting, Qatar is on the right track. Qatar Airways and National Tourism Council are investing a lot of efforts in video commercials and marketing campaigns. Qatar is focusing more in sports tourism, it has hosted a lot of world international sport events such as the Asian Games, Handball World Championship, F1 Grand Prix and many more. The biggest of all events to come is the FIFA World Cup.

My only concern is the fact that visiting Qatar is somewhat limited in terms of visa flexibility compared to Dubai. As we all know Dubai is open to the world and that is because of visa flexibility which has open their doors to the world. Qatar should implement similar visa flexibility as it will allow easy access to tourist which may be interested in visiting Qatar. In addition, it will increase business opportunity internally and externally. This will make Qatar a business hub where investors or big cooperation’s can invest in Qatar and suppliers or retailer can visit manufactures which are based in Qatar. Promoting Qatar should go hand in hand with allowing easy access to the country.

5. What is the initiative to improve Qatar’s tourism?

The first of all is the public transportation and the new road layouts has been a big step of improvement for Qatar’s tourism. Qatar should focus on developing all cities rather than most of the attention being given to Doha. By developing outside Doha, it allows for Qatar to expand and reduce traffic from Doha. It would be nice to see more investments in developing selfsustained cities such as Lusial and The Pearl which are located away from Doha.

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6. How is Qatar attracting tourists?

Qatar is offering competitive rates through Qatar Airways and hotels to attract tourists. It has also launched the metro and increased in the number of other public transportations such as buses and taxis to facilitate transportation for visitors. Qatar is offering short stay tour packages for visitor. All these services are offered at the highest standards which reflects Qatar’s quality.

7. How is Qatar 2022 going to influence social exchange in Qatar?

Social exchange will occur at a large scale and that is because there is more that 50 countries participating as well as present here in Qatar for the FIFA 2022 World Cup. During the 2022, Qatar will witness a high population of visitors from various parts of the world. Just imagine walking down the street and being surrounding at more than 40 different nationalities. In my opinion, social exchange will happen naturally and that is because people will be curious to get to know one another and discover new people along with new cultures. It is at mega events that there is an exchange of cultures at a high scale.

Qatar as the organizer of the FIFA 2022 World Cup, can offer an exhibition which showcases activities or cultures performances of each county which is participated in the FIFA 2022. Culture awareness videos can also be played in large screens in fan zone areas to educate the audience about various cultures.

8. What is the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

The fact that Qatar is hosting FIFA 2022 World Cup, this event has introduced Qatar to the world. A lot of people have started knowing more about Qatar as a tourism destination and for business purposes. The negative impact of the FIFA 2022 preparation prior to Qatar 2022 on Qatar’s tourism is the ongoing construction which results to traffic and diversions of routes. Some people may avoid going to certain events / entertainment due to fear of traffic. This takes us back to the point that Qatar has focused a lot in developing Doha, and this is the impact of an urban city.

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9. How is Qatar 2022 going to influence Qatar’s tourism?

In my opinion, I see that Qatar 2022 will have an economic influence on Qatar’s tourism. It will lead to a wide expansion in Qatar’s tourism. There will be more hotels, restaurants, shops, entertainment activities, potential manmade islands and an increase in factories in order to meet the increase of demand. This will cause a positive impact in Qatar’s economy.

10. How does Qatar’s current tourism contribute to the country’s economy?

At this stage Qatar is focusing more in expanding the tourism opportunity, investing in tourism and branding itself. I don’t see much of a return of investment from Qatar’s current tourism industry. I feel that Qatar is not focused on economic returns from tourism as much as it is concerned in being recognized as a tourism destination.

11. In your opinion, how is Qatar 2022 going to promote growth in the economy?

As mentioned, the increase of businesses such as factories, companies and shopping malls; will all promote growth in the economy, regardless if it is a small or large enterprise. There is a lot of project which has started prior to the Qatar 2022 in order to be prepared for the mega event. Of course, there will be a big opportunity for small business to start up in order to meet the demand of the number of visitors and residents which will be present in Qatar during 2022. As the demand in the economy increase so should the supply. As a result, this will increase the employment rate.

12. What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

Qatar should not only focus on the Qatar 2022. It should look forward to continue to develop the country and continue moving forward past the World Cup. Qatar should plan to continue hosting big events such as conferences and business conventions to attract more attention and local opportunities. By increasing more opportunities for Qatar so does the investments and economic activity. Qatar should plan ahead to host another big scale event after Qatar 2022.

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Appendix 2: Interview with a sales specialist from the hotel industry

Interview Date: 17th June 2019

Name: Anonymous

Position: Sales specialist

Industry: Hotel industry (Qatar)

Hotel Name: Anonymous

Experience: 6 years

1. What is the current status of tourism in Qatar?

We have to mention the blockade on Qatar as I’ve been in the hotel industry prior and after the blockade. The hospitality industry use to be some much better and the blockade on Qatar has drastically affected businesses, retail stores and hotels. In my opinion, the current status of tourism in Qatar is not that good and that is because it can get much better. If we are to view it from a micro perspective, the blockade on Qatar has caused a 70% decrease in holiday seasons sales and a total of 50% decline from corporate sales. There is a lot of improvement which needs to be done to attract more tourism to the country. A positive tourism approach which Qatar took was enabling visa upon arrival for a variety of countries which increased the number of visitors.

2. What are the current trends in Tourism?Explain who they are, where they come from, purpose of visit?

We see a lot of visitors being attracted to Qatar by sports tourism. The most profitable and active sales for the hotel after the month of Ramadan is from sporting events which are held in Qatar. Visitors range from athletes, coaches, managers, tournament officials, spectators and media crew. The second highest trend in the hotel industry is business visits from Europe, Middle East and Asia.

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3. What is the potential of tourism in Qatar?

Marketing Qatar at an international scale. Qatar should focus on hosting an international convention MICE and as a result it will easily attract 3,000 – 5,000 attendees. Qatar should take the step of building more convention centers and have a global sales team which focuses on bidding for the global convention events to be hosted in Qatar. Hotel in Qatar can also target international clients to have their weddings in the luxurious hotels located in Qatar. Hotels in Qatar should participate in international hotel roadshows to showcase their luxurious wedding ballrooms. This will attract potential business from various markets such as neighboring countries or even Asian countries. Depending on the scale, a wedding is capable of attracting up to 1,000 guests. If it is an international wedding that would result to the numbers of guests flying into Qatar to attend the wedding.

4. How is Qatar branding itself as a destination?

Qatar has been promoting itself by hosting sport events. Qatar has focused more on sports tourism after the Asian Games 2006. That approach of branding Qatar is nice but the problem is that it is only focus on one direction, leaving out all the other interesting aspects of Qatar as a destination.

In my opinion the best marketing tool which Qatar has is Qatar Airways. As a country, Qatar on marketing itself internationally. But, Qatar Airways as an airline has been marketing itself as a 5-star airline and well as sponsoring international football teams such as Barcelona in the past. That being said, I feel that Qatar needs to become more present to the world as a country.

5. What is the initiative to improve Qatar’s tourism?

Qatar should really focus building more convention centers and hosting other international events such as MICE, to achieve a variety of tourism attractions. More marketing to put Qatar on the map. Qatar National Tourism Council has recently been focusing and investing on marketing Qatar as an international destination through its culture and heritage.

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6. How is Qatar attracting tourists?

Majority of the tourists are being attracted towards Qatar due to the sports competitions being held in Qatar. Qatar airways offering connecting flights allows for tourists to stopover for a few hours or even a day.

7. How is Qatar 2022 going to influence social exchange in Qatar?

In my opinion, anyone who would fly to Qatar would not be disappointed. Visitors will be able to witness a blend of development, culture and heritage; during their visit. Qatar 2022 will very much influence social exchange as visitors will be able to experience how socially advanced Qatar is compared to how people perceive Qatar. FIFA will leave an imprint on the visitors, it will identity what Qatar is really made off through its culture, mixed nationality residents and development. Qatar’s diversity will be experienced by visitors. The world will experience the Arabian hospitality and the culture. Qatar 2022 will help connect people from around the world in which will lead to friendships and business networks.

8. What is the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

Qatar’s is becoming more known to the world because of it being the host of FIFA 2022. The positive aspect is Qatar’s infrastructure, development of the metro, businesses and number of hotels increased as a result of FIFA 2022. The negative aspects are increase of dust around the city as a result of building being under construction, traffic due to ongoing road construction. However, the negative aspects are short term only for the betterment of Qatar. By measuring Qatar’s preparation and development up to the hosting of the World Cup in the year 2022 will determine how Qatar 2022 will influence Qatar’s tourism. The potential results will be how Qatar is marketing itself as a destination and how Qatar has developed throughout the journey.

9. How is Qatar 2022 going to influence Qatar’s tourism?

The journey towards Qatar 2022 will be of an economical growth as there will be a higher demand for a variety of necessitates such as infrastructure development, accommodation, transportation, food and beverage. Qatar will leverage from hosting FIFA 2022 and become internationally recognized. The process of how Qatar as a country performs in hosting the FIFA 2022 World Cup will leave a mark on Qatar’s tourism. After FIFA 2022 World Cup, National Tourism Council will need continue

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attracting attention toward Qatar through various strategic approaches.

10. How does Qatar’s current tourism contribute to the country’s economy?

In my opinion, I don’t think that Qatar’s tourism is contributing to the economy. Economically, Qatar is investing a lot in tourism more than the amount being generated. Qatar is putting itself on the map for future return of investment in the tourism industry.

11. In your opinion, how is Qatar 2022 going to promote growth in the economy?

Qatar’s strategic goal is 2030, Qatar has planned strategic goal up to the year 2030 and FIFA 2022 World Cup is like a pitstop for Qatar’s 2030 vision. I don’t think Qatar 2022 will produce a profit. But, Qatar 2030 is what will stabilize the economy after the journey to Qatar 2022.

12. What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

Qatar 2022 is like the big show, the day the show will take place. The most important aspect which Qatar needs to focus on how Qatar can continue promoting itself after Qatar 2022. Qatar should focus on the cruise ship industry which will attract tourist through short stopovers. Qatar should strengthen it’s presence in the world events such as MICE, EXPO and WHO conferences. In general, Qatar’s Tourism Council should increase its international public relation through the networks gained within Qatar 2022.

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Appendix 3: Interview with an employee from the airline industry

Interview Date: 18th June 2019

Name: Anonymous

Position: Anonymous

Industry: Airline

Airline Name: Qatar Airways

Experience: 5 years

1. What is the current status of tourism in Qatar?

The tourism in Qatar increased a lot and that’s because of many actions that the country and tourism authority implemented. By issuing the policy of the visa upon arrival and transit visa, it allowed Qatar to become more flexible and accessible by visitors. Also, Qatar Airways (QR) played an important part in connecting people from all around the globe by using Hamad International Airport as a hub; as of today 18th June 2019, QR flies to more than 160 destinations.

Now days we can see lot of campaigns especially after Qatar National Tourism Counsil and Qatar Airways joined under one umbrella. It is possible to witness the Summer in Qatar campaign, which will play an important part in making people aware of the summer activities taking place in Qatar. In the past, people use to escape from Qatar to experience the colder countries, but now with all the festivals and activities being organized, people actually prefer to stay in Qatar.

Not forgetting that after Qatar was announced as the host for FIFA 2022 world cup, curiosity of people increased and people around the world started show interest in wanting to know more about the small county that will host 2022 world cup. Not long ago we were famous due to Al Jazeera news and people used to call us “the county beside UAE” but now WE ARE THE STATE OF QATAR. The blockade on Qatar surely decreased the tourism from the neighboring counties with less busy streets on the holiday season but I believe we have replaced them with more countries.

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2. What are the current trends in Tourism? Explain who they are, where they come from, purpose of visit?

Most likely we are promoting the latest landmarks in Qatar, including culture and big projects such as the rail and the upcoming stadiums for Qatar 2022. I believe each season has his own trend for example currently we are promoting the places that you can practice summer activities such as Banana island, indoor locations such as National Museum of Qatar which became among the famous landmarks and well known as it was widely promoted during the opening ceremony where it held many famous celebrities.

3. What is the potential of tourism in Qatar?

At the moment Qatar requires more entertainment activities for children and families. There is a sufficient attention in the entertainment industry which targets adults. Entertainment will surely promote more tourism if well planned, developed and partnered with international brands. Tourists will visit to the enjoy entertainment available, take photos and develop memories. A perfect example is Disney Land which is located in United States of America, it attracts thousands of visitors annually.

4. How is Qatar branding itself as a destination?

Qatar is branding itself through sports tourism. We can see a lot of sports events being hosted in Qatar such as the Handball World Championship, Tennis Tournament, and other sport events. Qatar’s main focus is football. Recently, Qatar has been branding itself very well especially after the announcement of Qatar to host FIFA 2022. We’ve witnessed expansion in roads, railway, an increase in museums and an illustration of Qatar’s culture to the world through unique stadium designs. Qatar Airways is promoting itself in the global media. In the past, Qatar use to promote itself in specific regions only but now Qatar is targeting the globe. It is Qatar’s opportunity to become a country which is recognized globally after the world cup. The latest tourism campaign known as “Curated for you” which is a commercial by National Tourism Counsil, was marketed internationally and caught the attention of many. Qatar Airways has collaborated with National Tourism Council to attract tourism through a campaign known as “Summer in Qatar”. It is the first time for Qatar Airways to promote summer in Qatar. In the past, we used to promote Qatar as a country but now we are focusing more in promoting landmarks, activities, beach activities and desert camping. The NTC will start promoting tourism campaign per season. Qatar is branding itself as an international destination. Yes, Qatar is a small country but after the world cup 2022, Qatar will be a big deal to the world. Qatar is taking big steps toward 2022 and when the time comes for the show to begin, Qatar will already be at a world scale.

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5. What is the initiative to improve Qatar’s tourism?

Through media I must say. I somewhat covered this answer in the previous question.

6. How is Qatar attracting tourists?

Qatar is attracting tourist by offering visa upon arrival to 80 countries. This will allow easy access and has the possibility of increasing the number of tourists. Qatar has become a transit hub for long distance travelers and Qatar National Tourism Council is offering mini “discover Qatar” tours to travelers with long layover. In addition, Qatar is focused on attracting tourists through sports tourism.

7. How is Qatar 2022 going to influence social exchange in Qatar?

The Supreme committee has local and international volunteers participating in the Qatar 2022. I’m assuming this mega event will unite people and allow them to work close with each other. This will for sure spark social exchange between local and international volunteers as they will be working closely along side each other for the duration of the event. Some people may benefit from this opportunity to improve their English and other may learn basic Arabic words. Visitors would want to experience camping in tents, tasting Arabic coffee and visiting a Qatari farmhouse. Qatar will gain from the technologies which are being import to the country due to the preparation requirements for Qatar 2022. Qataris will gain the network of more than 120 countries which will help open doors for future investment opportunities. Qatar 2022 will break barriers as it will allow Qatari to be social and it will widen their perspective. Once the world visits Qatar it will break stereo types relating to Qatar.

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8. What is the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

Once Qatar was announced as the host for FIFA 2022 World Cup; I can assure you that majority of the people did not know where Qatar is located in the world map. Hosting of Qatar 2022 attracted people to visit Qatar just to discover the country prior to the actual events. The World Cup will welcome a majority of expatriate to come and work in Qatar for the opportunity of being in a hosting country of a FIFA World Cup. Qatar will witness an increase in employment as well as development in various ways. Investment opportunities in Qatar will increase. The negative impact prior to Qatar 2022 is for sure traffic in which it affects a tourists experience. However, the traffic is for a short period of time until all the public transformation is finalized.

9. How is Qatar 2022 going to influence Qatar’s tourism?

In Qatar 2022, we are going to have two target audience; those will travel to Qatar to attend the FIFA World Cup and those who will watch it through the television. Qatar will have the attention of the world. The people who will be present in Qatar will observe the generosity of the Qatari people and how safe Qatar is as a country. Those who attended Qatar 2022 will be impressed and may want to revisit Qatar to explore the country in a different time after the world cup. As an airline we are 100% focusing on promoting Qatar as a tourism; the Qatar 2022 will allow us to take advantage of the commercials to promote Qatar’s tourism destinations. We are sure that we will be able to attract the two mentioned target audience.

10. How does Qatar’s current tourism contribute to the country’s economy?

Qatar’s tourism is offering a lot to the economy. In the past, Qatari use to travel to London and other countries for shopping as well as tourism. Now, everything is available in Qatar. Qataris no longer travel for the sake of shopping but instead we travel only to change our atmosphere. This allows people to spend or shop in Qatar. Lets take for example Harvey Nichols which is located in London with a branch in Qatar; if people from the middle east would like to shop from Harvey Nichols, it is more convenient for them to visit Qatar instead of London which may be far and would be a high travel cost. The blockade on Qatar has somewhat led to an increase of travelers from Oman & Kuwait as an action of support.

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11. In your opinion, how is Qatar 2022 going to promote growth in the economy?

I would say, increase in job opportunities and increase in hotel bookings. There will be a demand for employees in the food and beverage, hotel, sports and media industry. Residents and Qataris will start independent business opportunities such as renting their house to the visitors through Airbnb. Public transportation and hospitality will be in high demand. Media coverage companies will benefit during Qatar 2022. Investors may choose to invest in Qatar since it is a booming country.

12. What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

Qatar will leverage from an economic perspective by meeting and networking with as much visitors during Qatar 2022. It’s all about Qatar benefiting from the networks gained through Qatar 2022 which may become lucrative post Qatar 2022. After gaining the world’s attention, Qatar can focus more on promoting curated tourism packages for people to further discover Qatar – the Arabian culture and heritage. Qatar can also host a conference which invites international universities that seek investment opportunities. The methods are endless, but I hope I’ve managed to share a few solid approaches which Qatar can gain leverage after Qatar 2022.

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Appendix 4: Interview with a restaurant founder from the food and beverage industry

Interview Date: 15th Jan 2020

Name: Anonymous

Position: Restaurant Owner

Industry: Food & Beverage

Company Name: Anonymous

Experience: 9 years

1. What is the current status of tourism in Qatar?

Qatar has great potential in the tourism industry. This is evident from the number of clients that come to this restaurant. Of course, there are many loyal customer, coming in frequently, but there are also many new faces, many of which are foreigners. The number of clients is increasing annually and we were forced to establish a booking system as the number of people willing to come dine at our restaurant because the demand was much higher than we could accommodate. And although we are in a blockade, making the delivery of food products much more expensive and difficult, the people have still started to come and this increases our hopes of a brighter future.

2. What are the current trends in Tourism? Considering the wide advertising campaign of Qatar as a tourist destination and a destination for the World Cup 2022, which some have made claims to boycott, people have started coming in to see the country as it was before the large changes. This is manifested in a large increase in transit. People chose Qatar as a transport hub with a flight change in 1 or even 2 days taking the time to take a look at how the country is transforming. At the same time there are many business visitors from Europe and the US many of whom are contractors on the construction works here in Qatar.

3. What is the potential of tourism in Qatar?

The potential of Qatar in tourism is very high. I would even say that it is even higher than the UAE. The latter is better advertised, but that is only for now. Qatar will attract attention through the sporting events such as the World Cup with people coming in. Considering the importance that FIFA places on the country, the date of the event itself was postponed until autumn and winter to have the temperature decrease and have a

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better and more attractive climate. FIFA sees the potential in Qatar and is willing to make changes to facilitate other people start believing in us.

4. How is Qatar branding itself as a destination?

A significant amount of costs is being invested into Qatar’s image. The presentation of the country as a tourist destination has already started in many countries. The unveiling of the World Cup logo was conducted in 24 countries simultaneously and many people have gotten to know what Qatar is. Besides, the numerous sporting events like the Asian Games, Handball World Championship, F1 Grand Prix and many more are being held to promote the image of Qatar. The only concern is that at the moment, we may not be attracting as many people to cover the spending on attracting them. Many people find Qatar uncomfortable because of the construction boom, the constant traffic, and difficulties in obtaining a visa. However, the legislation is already working out the visa problem, whereas the construction and traffic are only temporary until all the infrastructure is erected.

5. What is the initiative to improve Qatar’s tourism?

Public transportation and the new roads are of immense importance. These were the first points on the to do list. At the same time all cities should be equally developed and not only Doha. The brand of Qatar must not be limited by Doha alone, as this would deplete the tourism potential of the entire region. Instead by focusing on the country as a whole financing numerous tourist destination and improving the services there, the government would attract much more people and earn more.

6. How is Qatar attracting tourists?

Qatar Airways is offering competitive rates, whereas the rates in the hotels are equally attractive for tourists from all over the world. The metro system has been launched allowing people to swiftly move around in comfortable conditions. The quality of services is overall quite high with people tending to improve them even more. This is reflected in the number of visitors and their increase.

7. How is Qatar 2022 going to influence social exchange in Qatar?

Considering the fact that this is not a regional event but an event of world importance, people from almost 50 countries will arrive and bring their vision and values with them. Here in Qatar they will get acquainted with our culture and our beliefs. They will see the Qatari way of life. The whole country is to become one fan-zone with a multitude of

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people cheering on their team and enjoying the world game. Besides football, there is whole array of attractions for tourists and visitors. I hope that my restaurant will become one of them.

8. What is the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

The tourism capacity before the event itself may not be as great as although the number of people is increasing, as I said based on the restaurant visitors, they are mostly businessmen or contractors who are rebuilding Qatar and preparing it for the World Cup 2022. The number of tourists, even short term, or in transit is not as great as one would have hoped for. More so, most of the tourists are in Doha, failing to see the rest of the country.

9. How is Qatar 2022 going to influence Qatar’s tourism?

By rebuilding the infrastructure, and creating a multitude of tourist attractions in the city, by developing the economy and building a multitude of factories to facilitate the needs of the on flow of tourists, Qatar is getting ready for the World Cup, after which everything will remain intact and be used for the economy. Yet, the country would make a name for itself.

10. How does Qatar’s current tourism contribute to the country’s economy?

Currently the tourism share in the nation’s economy is quite small. By branding and shifting the economy from oil and gas, the state is improving the tourism flow, yet there is still much work left.

11. In your opinion, how is Qatar 2022 going to promote growth in the economy?

Increase of businesses and numerous tourist destinations will not only serve the society in Qatar, but attract tourists into the country willing to see the exotic state on the Arabian Peninsula. The number of jobs will increase and we may experience a shortage of workers. Yet, this will increase the population and those willing to come and live in Qatar.

12. What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

Focus must be made not only on preparing for the world cup, but also bear in mind the aftereffects. After all, we do not really need all 10 stadiums which FIFA demands we build. The national team record is 10 thousand spectators, the average number of the

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domestic championship is 800 people. Because of this, after the tournament, part of the seats in the stadiums will be dismantled and sent to poor countries. Ras Abu Aboud will be completely disassembled as it is built from ready-made modules, as in Lego, and real cargo containers. After the tournament, the details will be used to build hotels, restaurants and even public toilets, or they will assemble a new stadium in another country. The rest of the arenas will be partially redesigned: registry offices, hotels, offices, schools, malls, cafes, libraries will appear in them. The profile of the facility depended on the opinion of the residents of the region: thousands of citizens gathered for special hearings and together decided which institutions to place at the stadium. Because of this, the start of construction was delayed.

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Appendix 5: Interview with a manager from the hotel industry

Interview Date: 16th January 2020

Name: Anonymous

Position: Hotel Manager

Industry: Hotel industry (Qatar)

Hotel Name: Anonymous

Experience: 9 years

1. What is the current status of tourism in Qatar?

The amount of visitors is quite high, however, not all of them are tourists as most of them have come for business and redevelopment of the entire region infrastructure prior to the World Cup in Qatar 2022. Tourism is underdeveloped with Doha getting the largest share of financing and the rest of the country somewhat suffering. Yet, considering the plans to rebuild the country everything should become better. There is potential for improvement.

2. What are the current trends in Tourism?

Considering the current state of Tourism as such, we are witnessing short term stays limited to two or three days. Those who stay longer are most often doing business in Qatar, or overseeing the construction process from foreign contractors. Nonetheless, those who come for a short visit are often transit passenger, specially making their flight route with a two days to spend in Qatar and get acquainted with it prior to the changes made for the World Cup.

3. What is the potential of tourism in Qatar?

All sorts of sporting events are already being held in Qatar. However, the state can become an important platform for discussions in business on an international arena. Convention centers must be built, or the stadiums can be remodeled to fit these needs. The hotel industry must also target international clients and improve the image of the state, possibly even selling package deals together with Qatar Airlines.

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4. How is Qatar branding itself as a destination?

Much is done through advertising of the Qatar image for sporting events, the National Airline, and overall sports tourism. By winning the bid for the World Cup 2022, the state has made itself a name and now more people know about such a country.

5. What is the initiative to improve Qatar’s tourism?

The adoption of the Qatar Second National Development Strategy 2018-2022 and its alignment with the preparations for the World Cup are aimed at improving the tourism industry and decreasing the share of the oil and gas in the national economy.

6. How is Qatar attracting tourists?

Most are attracted by the sporting events in the country. These are advertised in the media and through the efforts of the Qatar Airlines with campaign such as “Discover Qatar”.

7. How is Qatar 2022 going to influence social exchange in Qatar?

The infrastructure will be redeveloped and reused. The materials from some stadiums will be used for the construction of new hotels and tourism infrastructure. Besides, the people who will come for the World Cup will bring with them their culture and beliefs. We must be ready for everything that would come out way.

8. What is the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

It is difficult to say that there is any influence on tourism right now. After all, the country is one large construction site. Yet, mostly people who come here are businessmen and contractors who are building everything.

9. How is Qatar 2022 going to influence Qatar’s tourism?

We hope that the World Cup will have a positive influence on the tourism here. Higher demand for necessitates such as infrastructure development, accommodation, transportation, food and beverage will increase revenue. Qatar will benefit from FIFA 2022, yet what is more important will receive international acclaim. After the event National Tourism Council and Qatar Airlines will continue to attract attention through

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numerous strategies.

10. How does Qatar’s current tourism contribute to the country’s economy?

Right now the contribution is at zero level. The revenue is received from oil and gas, which we use to build the tourism industry from scratch.

11. In your opinion, how is Qatar 2022 going to promote growth in the economy?

The strategic goal is 2030. The FIFA 2022 event is a significant element with the infrastructure being built for further use in accordance to the strategy.

12. What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

Promotion must not be stopped after Qatar 2022. Advertising, rebuilding the brand imaging, and presenting oneself on the international arena is an important aspect of the state’s further economic development.

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Appendix 6: Interview with an employee from the airline industry

Interview Date: 26th January 2020

Name: Anonymous

Position: Anonymous

Industry: Airline

Airline Name: Qatar Airways

Experience: 7 years

1. What is the current status of tourism in Qatar?

It has significantly increased with the increase of flights, and people coming into the country to get acquainted with it. As of today we have increased the number of destinations to more than 160 reaching out to almost every corner of the Earth. Qatar National Tourism Council and the Qatar Airways are fighting for the same goal of attracting more people to come and find out what Qatar is about.

2. What are the current trends in Tourism? The promotions are mostly aimed at the latest landmarks and sightseeing places, stadiums, and the newest architectural constructions built in Qatar. Famous celebrities, world opinion influencers are often invited over to the country so that they could spread the word about it.

3. What is the potential of tourism in Qatar?

The potential is high as more people are getting interested in the country. Much attention is placed on the entertainment industry and Qatar as a holiday destination.

4. How is Qatar branding itself as a destination?

Sports tourism is the number one factor why people come to Qatar. The World Cup 2022 is not the only sporting event held in our country. Athletes, as well as fans, come to compete and observe these competitions. Naturally they need the facilities and infrastructure, which is already present and waiting for them. More so, the comfort of Qatar Airways helps to deliver them at the place of destination.

5. What is the initiative to improve Qatar’s tourism?

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The national program and the media.

6. How is Qatar attracting tourists?

The list of countries with a Visa pass is increasing. More so, I have heard that the legislation is planning to make the entrance into the country either visa free, or increase the number of countries citizens of which do not require a visa for entry. This will open the country up and allow free access making the destination much more preferable.

7. How is Qatar 2022 going to influence social exchange in Qatar?

FIFA 2022 will untie people, increase social exchange with fans from all over the world. The West and the East will meet here in Qatar, which has the potential to become a meeting ground for many businesses and investors.

8. What is the potential impact of FIFA 2022 World Cup on Qatar’s tourism prior to 2022?

People will arrive to Qatar in 2022 for a major sporting event, share their experience, meet a new country and fall in love with Qatar. Many will come here for a working opportunity and the state will provide them with it. At the same time there is a forecast of an investment increase allowing the state to further develop and reach its aim of the 2030 strategy.

9. How is Qatar 2022 going to influence Qatar’s tourism?

Qatar will be at the center of the world’s attention. It will go down in history as the host country and the first country to host the event in late autumn and winter. People will find out about the country more and consider it as a holiday destination with a rich history and capability of providing quality service.

10. How does Qatar’s current tourism contribute to the country’s economy?

The tourism industry is currently expanding and developing. The trade is developing with people coming here for shopping tourism. Many brands have opened their branches in Qatar and have people from the Middle East and Asia come here. The expanding infrastructure and general modernization of the state is attracting people.

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11. In your opinion, how is Qatar 2022 going to promote growth in the economy?

Increase of work opportunities, improvement of the infrastructure, and increase in the well-being of the people will be the direct consequences of the World Cup.

12. What are potential methods of optimizing tourism and gaining leverage after Qatar 2022 FIFA World Cup?

FIFA 2022 will become a business opportunity for meeting with potential investors. More so, the world will see the level of organization and the readiness of Qatar to receive investments from foreigners.

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