Al-Thawadi: Technology can deepen human ties through sport, culture and entertainment

Hassan bin Abdulla al-Thawadi, managing director of the Supreme Committee for Delivery and Legacy, has said that technology should be used to strengthen human connections and widen access to shared experiences in sports, culture and entertainment.

He was addressing a gathering ahead of a session titled “Investing in Tourism and Culture” at the World Investment Forum 2026, which is currently under way.

Technology as a bridge, not a substitute

Al-Thawadi highlighted the transformative potential of artificial intelligence (AI), digital platforms, social media and immersive technologies in reshaping how people experience live events and interact across cultures.

“We are living through a remarkable period of technological transformation. Artificial intelligence, digital platforms, and social media are changing how we create, communicate, and experience the world. But one of the greatest opportunities of this transformation is how we can harness technology to bring people together through shared human experiences,” he said.

He noted that the rapid development of technology offers an unprecedented opportunity to extend the reach of sporting events, concerts, cultural festivals and artistic performances, enabling people around the world to take part in collective experiences that transcend geographical boundaries.

“Technology is and must serve as a bridge for human connection, not a substitute for it,” al-Thawadi said. “Digital innovation should complement rather than replace the atmosphere and emotional impact of attending live events in person.”

He added: “The excitement of stadiums, the shared emotions of concerts and the appeal of cultural festivals are examples of how collective experiences create lasting memories and bring people from diverse backgrounds together.”

Immersive technologies and global communities

According to al-Thawadi, virtual reality, augmented reality and AI could unlock new possibilities for audience participation, allowing fans across continents to gather in shared digital environments, interact with performers and athletes, and become part of global communities linked by sports, music and culture.

“The objective of technological advancement should go beyond increasing audience numbers to fostering a deeper sense of participation, belonging and shared identity,” he stressed.

Qatar’s World Cup legacy

Reflecting on Qatar’s experience of hosting the FIFA World Cup 2022, al-Thawadi said the tournament demonstrated the extraordinary ability of major sporting events to unite people across nations and cultures. He noted that the legacy of the World Cup highlights the power of shared experiences to bring people together across borders.

“The tournament’s impact extended beyond the matches, creating friendships, conversations and moments of collective celebration that transcended borders. The memories generated by the event also encouraged visitors to return to Qatar and share their experiences with friends and family, helping inspire further interest in the country,” he said.

Investment in talent and infrastructure

Al-Thawadi emphasised that achieving these goals requires investment in creative talent, world-class infrastructure and digital capabilities that enable artists, performers, athletes and technology specialists to collaborate.

“For governments, investors, industry leaders, this means recognising the power of collective moments of shared humanity, supported by the creative and entertainment industries as a strategic asset for accelerating and enhancing economic growth, innovation, and international understanding. It means investing in creative talent, world-class infrastructure, and digital capabilities that allow artists, performers, athletes, and technologists to collaborate,” he said.

He added: “AI can support creative processes and improve event delivery, while digital broadcasting can connect international audiences. Immersive technologies and digital platforms can also create new ways for audiences to engage with performances and enable creators to reach wider markets.”