Technology can strengthen human connections through sports, culture and entertainment: Hassan al-Thawadi

In an address to a gathering ahead of the "Investing in Tourism and Culture" session at the World Investment Forum 2026, Hassan bin Abdulla al-Thawadi, managing director of the Supreme Committee for Delivery and Legacy, emphasized the transformative potential of technology in enhancing human connections through sports, culture, and entertainment.

Al-Thawadi highlighted the role of artificial intelligence, digital platforms, social media, and immersive technologies in redefining how individuals experience live events and interact with diverse cultures. He stressed that this period of technological advancement presents a unique opportunity to expand the reach of sports events, concerts, cultural festivals, and artistic performances, allowing people worldwide to participate in collective experiences beyond geographical constraints.

However, al-Thawadi cautioned that technology should complement, not replace, the emotional impact and atmosphere of attending live events. He explained that virtual reality, augmented reality, and AI could open new avenues for audience participation, enabling fans from different continents to gather in shared digital spaces, interact with performers and athletes, and become part of global communities united by sports, music, and culture.

The event organizer reflected on Qatar's hosting of the FIFA World Cup 2022, noting how the tournament successfully united people from various nations and cultures. The World Cup's legacy went beyond the matches, fostering friendships, conversations, and collective celebrations that transcended borders. Al-Thawadi emphasized that investing in creative talent, world-class infrastructure, and digital capabilities is crucial for enabling artists, performers, athletes, and technology specialists to collaborate.

He stressed that governments, investors, and industry leaders must recognize the strategic asset that collective moments of shared humanity, supported by the creative and entertainment industries, represents for accelerating economic growth, fostering innovation, and promoting international understanding. For him, this investment should allow creators to leverage AI and digital broadcasting to connect with international audiences, while immersive technologies and digital platforms could create new ways for audiences to engage with performances and open up wider markets.