Visit Qatar signed a multi-year entertainment partnership with MELT Live, the global events company chaired by entertainment icon Steve Harvey, aimed at establishing the country as a premier hub for culture, lifestyle, and world-class events.
The collaboration, sealed in Doha Wednesday, will introduce internationally recognised platforms to Qatar, with two flagship events set to debut in 2026.
The signing ceremony was led by Qatar Tourism chair and chair of the Board of Directors of Visit Qatar HE Saad bin Ali al-Kharji and MELT Live Events chairman Steve Harvey.
FuelFest Qatar, a high-energy festival that merges international car culture with live music, is designed to unite automotive enthusiasts and feature global talent; while the Golf Classic by Steve Harvey is a unique lifestyle and sporting event blending competitive golf, top-tier entertainment, and celebrity participation, intended to provide a major platform for global exposure.
Al-Kharji highlighted the strategic importance of the collaboration, saying: “This strategic collaboration with MELT Live reflects our ambition to strengthen Qatar’s position as a global destination for major cultural and lifestyle events.
“By introducing distinctive international platforms such as FuelFest and the Golf Classic, we are diversifying Qatar’s events calendar, creating new opportunities for engagement, and showcasing the country’s commitment to delivering world-class experiences that resonate with audiences worldwide.”
Speaking at the announcement, Harvey underlined the foundational philosophy of his company and his attraction to the region, noting that “MELT is an acronym: M stands for the merging of cultures and ideas; E is for the enlightenment and empowerment of people; L is for learning and leadership; T is for trade and technology”.
He said the launch of MELT Live in the Gulf region was motivated by the desire to merge global ideas and address misconceptions about the Middle East.
“The appeal was to come here and to open up other people’s eyes about the Middle East to try to get rid of some of the misconceptions here,” Harvey said, highlighting Qatar’s unique characteristics.
“I've never been anywhere where there’s complete peace... The whole thing about MELT was the merging of cultures and ideas because we have more similarities as people than we do differences,” he added.
Harvey said the initial events are designed to introduce high-profile business and celebrity figures to the region. He noted that FuelFest, which originated as a spin-off from the Fast & Furious film franchise, draws large international audiences and significant automotive presence.
“The future looks so bright, we could do so many things because of the willingness of Qatar, just the openness that they have towards us. It’s an honour to be in Qatar to witness this exciting new chapter with Visit Qatar and MELT Live. These events are about more than entertainment – they’re about building connections, celebrating culture, and creating unforgettable experiences,” he added.
According to Visit Qatar, this landmark agreement marks the beginning of a long-term collaboration and underscores its commitment to expanding the nation’s events portfolio, creating opportunities for cultural exchange, and attracting global audiences to experience Qatar’s unique blend of hospitality and world-class entertainment.
A diverse calendar of additional events is currently being planned by MELT Live and Visit Qatar, with more information expected to be announced in the coming months.
The collaboration, sealed in Doha Wednesday, will introduce internationally recognised platforms to Qatar, with two flagship events set to debut in 2026.
The signing ceremony was led by Qatar Tourism chair and chair of the Board of Directors of Visit Qatar HE Saad bin Ali al-Kharji and MELT Live Events chairman Steve Harvey.
FuelFest Qatar, a high-energy festival that merges international car culture with live music, is designed to unite automotive enthusiasts and feature global talent; while the Golf Classic by Steve Harvey is a unique lifestyle and sporting event blending competitive golf, top-tier entertainment, and celebrity participation, intended to provide a major platform for global exposure.
Al-Kharji highlighted the strategic importance of the collaboration, saying: “This strategic collaboration with MELT Live reflects our ambition to strengthen Qatar’s position as a global destination for major cultural and lifestyle events.
“By introducing distinctive international platforms such as FuelFest and the Golf Classic, we are diversifying Qatar’s events calendar, creating new opportunities for engagement, and showcasing the country’s commitment to delivering world-class experiences that resonate with audiences worldwide.”
Speaking at the announcement, Harvey underlined the foundational philosophy of his company and his attraction to the region, noting that “MELT is an acronym: M stands for the merging of cultures and ideas; E is for the enlightenment and empowerment of people; L is for learning and leadership; T is for trade and technology”.
He said the launch of MELT Live in the Gulf region was motivated by the desire to merge global ideas and address misconceptions about the Middle East.
“The appeal was to come here and to open up other people’s eyes about the Middle East to try to get rid of some of the misconceptions here,” Harvey said, highlighting Qatar’s unique characteristics.
“I've never been anywhere where there’s complete peace... The whole thing about MELT was the merging of cultures and ideas because we have more similarities as people than we do differences,” he added.
Harvey said the initial events are designed to introduce high-profile business and celebrity figures to the region. He noted that FuelFest, which originated as a spin-off from the Fast & Furious film franchise, draws large international audiences and significant automotive presence.
“The future looks so bright, we could do so many things because of the willingness of Qatar, just the openness that they have towards us. It’s an honour to be in Qatar to witness this exciting new chapter with Visit Qatar and MELT Live. These events are about more than entertainment – they’re about building connections, celebrating culture, and creating unforgettable experiences,” he added.
According to Visit Qatar, this landmark agreement marks the beginning of a long-term collaboration and underscores its commitment to expanding the nation’s events portfolio, creating opportunities for cultural exchange, and attracting global audiences to experience Qatar’s unique blend of hospitality and world-class entertainment.
A diverse calendar of additional events is currently being planned by MELT Live and Visit Qatar, with more information expected to be announced in the coming months.
