During Qatar Travel Mart 2024, we had the opportunity to speak with Dr. Wadih Ishac about Qatar’s evolving role as a global sports tourism hub.
As the country builds on the success of the 2022 FIFA World Cup and expands its portfolio of world-class events, the discussion focused on balancing cultural heritage, sustainability, and community engagement while ensuring long-term growth within the sector.
Dr. Ishac is Assistant Professor and Head of the Sports Management Department, College of Sports Science at Qatar University. He is a recognized expert in the field of sports management, with a deep understanding of the strategic and operational frameworks that drive successful sports tourism initiatives.
His insights shed light on how effective sports management can enhance cultural tourism and contribute to a destination’s global reputation.
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- With the rapid development of sports tourism in Qatar, how do you think this industry can sustainably balance cultural preservation with the demands of modern, international events?
Qatar can achieve a sustainable balance by integrating its rich cultural heritage into the design and programming of sports events. For instance, the successful staging of the 2022 World Cup in Qatar demonstrated how international sports events can be linked with cultural preservation.
Qatar capitalized on the global spotlight by integrating local heritage into the event experience. This was evident in various activities, such as those held along the Doha Corniche and at the Souq Waqif marketplace, where fans from around the world gathered to immerse themselves in Qatari culture and traditions.
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- In what ways does sports tourism impact local communities in Qatar, and what measures do you think should be in place to ensure community benefits and engagement?
Sports tourism, particularly through hosting international / mega sporting events, has delivered notable positive impacts on local communities in Qatar. Between 2018 and 2022, these events have boosted community pride and excitement, especially among the youth, while also driving significant infrastructure improvements.
For instance, enhanced transportation networks, upgraded public facilities, and newly established stadiums have all contributed to a stronger sense of community and social sustainability. These developments not only align with the goals of the Qatar National Vision 2030 but also encourage broader societal benefits such as increased youth participation in sports and cultural activities.
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- What are the main challenges you see for Qatar in maintaining momentum in sports tourism, especially as the global competition among destinations increases?
Despite many successes, maintaining momentum in sports tourism poses significant challenges for Qatar as global competition intensifies. With more destinations competing for international recognition, Qatar must adopt innovative strategies to remain competitive.
One key approach is diversification, through expanding the sports tourism portfolio beyond singular mega-events to include seasonal, smaller, niche, and community-focused events. Additionally, exploring opportunities for co-hosting events with regional partners, as noted by Ishac et al. (2022), can create a broader impact within the region by sharing resources, expertise, and marketing efforts.
This strategy not only mitigates the risks of over-reliance on a single event type but also enhances Qatar’s ability to consistently attract and engage international audiences in a highly competitive market.
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- How can Qatar leverage sports tourism to foster skills development and career opportunities for local talent, ensuring long-term benefits beyond major events? Are there particular initiatives or strategies you believe would be effective in achieving this?
Sports tourism extends far beyond hosting major events—it can be a powerful engine for long-term skills development and career opportunities for local and regional talent. Qatar can leverage this by creating an educational and practical training pathways that prepare its workforce for a dynamic sports industry. For example, Qatar University’s College of Sport Science plays a pivotal role by offering specialized programs such as a BSc in Sport Management and a BSc in Sport Coaching.
In addition to formal education, Qatar has built on its rich sports heritage by establishing the 3-2-1 Olympic and Sports Museum, which not only preserves sports history but also actively promotes physical activity and educational events, being consistent with Qatar’s broader strategy to create engaging cultural and sports initiatives.
Moreover, as we enter a new era defined by artificial intelligence and technological innovation, Qatar is uniquely positioned to harness these advancements. By integrating AI-driven analytics, virtual reality training modules, and digital fan engagement platforms into its sports programs, Qatar can drive innovation and operational efficiency, aligning with the long-term objectives of the Qatar National Vision 2030.
