Qatar Museums: The Case of Promoting Tourism and Qatari Identity, Culture, and Heritage During FIFA World Cup 2022

Abstract Qatar Museums (QM) is a government entity established to support the nation in the development and promotion of its unique art and culture to local and global audiences through its network of museums, heritage sites, exhibitions, public art installations, and vibrant events. The FIFA World Cup 2022 was a golden opportunity for QM to showcase the unique identity and culture of the Qatari people as well as the wider Arab world to a massive audience on a global scale. However, a challenge for the marketing strategy was the awareness that a certain number of football fans would travel to Qatar during the World Cup for the sole purpose of watching matches. This group might be less inclined to visit museums and attend cultural events during a prestigious sporting event than the average tourist. The dilemma for QM was how to extend a wider reach to these demographics and leave a lasting impression upon them. QM adopted various competitive marketing strategies which successfully increased footfall during the World Cup. Themed exhibitions, guided tours, creative and engaging workshops, and special events were among the diverse offerings to FIFA guests. QM also introduced a comprehensive membership program, screened promotional films of Qatar Museums, and made use of digital marketing platforms.