Case Study- Qatar National Convention Centre #QNCC


Qatar, the Middle Eastern country with a population of just approximately 1.7 million and which is known for its vast oil and gas resources, is the newcomer in the international MICE industry.

On the 4th of December 2011 it officially opened its brand new convention centre, the Qatar National Convention Centre, which is a member of Qatar Foundation for Education, Science and Community Development. This opening signifies a new era for Qatar ‐ it moves away from an economy which is dependent on natural resources to a knowledge based economy which encourages and develops education, research and innovation.

Another significant announcement that has put Qatar under the international spotlight and will contribute to the development of the MICE industry was made in December 2010, when FIFA President Joseph S. Blatter announced the results of who will host the 2022 FIFA World Cup. The importance of this announcement is that Qatar will now have to invest enormous resources in new infrastructure. The developments in infrastructure will include hotels, restaurants, stadiums and other sports facilities, railways, shopping centres and offices. The construction of this infrastructure will benefit the further development of MICE tourism as well as contribute to the further economic


Both events give Qatar new positioning, one of a MICE destination. According to Mr. Ahmed Al Hajjaji, the CEO of QNCC, “the economic benefit of exhibition tourism is always three times more than leisure tourism”.

The following case study will demonstrate the entry of Qatar into the MICE industry. It will show what it undertakes to be considered as a leading destination with an innovative edge in sustainability, technology, education and luxury. The planning integrated in the convention centre is ground breaking and of high quality to meet the growing needs of the international business people. Among others, the venue corresponds to high‐ end customers and sets a benchmark to the international MICE industry.

To read the full case study: Irina Trofimovskaya – CS Qatar & QNCC

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