The Cultural Gain of the FIFA World Cup Qatar 2022

As we edge closer to the hosting of the first FIFA World Cup in the Arab and Muslim world, there is increasing excitement and trepidation about the prospects that this mega-event will deliver globally.

Much of the focus of hosting events on this scale tends to be on the economic impacts and infrastructural developments while  the same amount of attention is not always given to the social or cultural aspects. I would like to highlight this important topic, the cultural impact and legacy of the FIFA World Cup Qatar 2022TM, by reflecting on the 2010 FIFA World Cup in South Africa. 

The hosting of the 2010 tournament was a moment of great pride for the country. The World Cup fostered social cohesion and presented an opportunity to showcase the destination, its people, and culture. Certainly, the same can be said for Qatar.

Like Qatar, South Africa had the opportunity to change perceptions. The country faced much criticism in the lead-up period, primarily in the Western media, about high crime rates, safety and security concerns. People have very firm views about a destination even if they have not visited. Commonly held stereotypes associated with Africa are images of poverty and HIV/Aids, thus the 2010 FIFA World was also positioned as “Africa’s World Cup” and an occasion to change international perceptions of Africa. 

In Qatar’s case, much of the reproach has been in the area of human rights; with the region as a whole often being associated with terrorism and Islamophobic stereotypes. The World Cup presents an opportunity to bring new markets and visitors who would not have ordinarily chosen to visit Qatar. Once they are here, they will experience the warm hospitality of Qatari and Arab culture. This then creates positive word of mouth promotion that encourages repeat visits and entices others to visit. Furthermore, it provides an occasion to dispel myths and generate more favorable media coverage. Just like South Africa, Qatar will become a better-known and better understood destination.

From a resident's perspective, the World Cup presents the opportunity to enhance community,  national pride and foster social cohesion. While there are generally positive sentiments, as with all mega-events, there are concerns about traffic congestion, and given the compact nature of the World Cup, it is even more of a concern. Being an Islamic country, there is apprehension about the sale of alcohol in stadiums. 

As with any mega-event, there are positive and negative impacts. What is important is how you mitigate the negative and leverage positive legacies. Sport is an integral part of Qatari culture and using the World Cup to drive participation and encourage healthy lifestyles across all sectors of society are certainly aspects that need to be sustained. The World Cup can serve as a catalyst to grow the sporting culture within the Muslim world which upcoming mega-events such as the 2030 Asian Games can capitalize upon in order to ensure more sustainable outcomes in the long term.