Qatar’s cultural diplomacy initiative, Years of Culture, has expanded far beyond traditional arts programming to remain relevant in a rapidly changing, increasingly interconnected world, a Years of Culture advisor said.
His Excellency Mohammed al-Kuwari, Years of Culture Advisor on Latin American Affairs and Qatar's former ambassador to Mexico, told the Gulf Times that the initiative continues to focus on fostering understanding between societies through shared human experiences.
Asked about the evolution of the initiative, al-Kuwari said Years of Culture has adapted by incorporating sectors such as sport, design, education, food and entrepreneurship into its programming, allowing it to engage audiences in more accessible and meaningful ways.
“Years of Culture has evolved by expanding beyond traditional cultural programming into areas that reflect how people engage today. Its relevance comes from its ability to adapt while staying focused on its core purpose: building understanding and relationships between societies through shared experiences,” al-Kuwari said.
Founded in 2012, Years of Culture was launched as a long-term cultural exchange initiative to strengthen ties between Qatar and partner nations through collaborative programmes spanning arts, heritage, education, and community engagement.
Al-Kuwari said the initiative’s partnerships are often shaped by global events and moments of shared significance, creating natural opportunities for building a connection between countries.
“In 2026, the FIFA World Cup provides that context, linking Qatar with Canada and Mexico through a shared sporting legacy (Qatar partnered with USA, the third co-host, for a Year of Culture in 2021). These moments allow cultural programmes to build on existing global conversations, making exchanges more relevant and impactful,” he said.
This year’s partnership reflects how sport has become an increasingly important element of cultural diplomacy, complementing more traditional artistic and heritage-based exchanges.
According to al-Kuwari, informal cultural interactions also play a vital role in strengthening diplomatic ties by creating opportunities for genuine human connections outside official settings.
“Experiences such as sharing food, attending festivals, or participating in community events allow people to engage without barriers. These moments often build trust more naturally, which can strengthen relationships at every level, including diplomacy, business, and education,” he said.
Al-Kuwari stressed that the success of cultural exchange programmes depends largely on active participation and meaningful engagement among participants. He said: “Impact comes from participation. Programmes that encourage people to engage directly through residencies, workshops, or educational exchanges create deeper connections”.
“When individuals collaborate and spend purposeful time together, they form relationships that extend beyond the programme itself. This personal engagement is what turns cultural exchange into long-term friendships and partnerships,” he pointed out.
While large-scale events remain important for visibility and outreach, al-Kuwari said smaller initiatives often leave a more lasting impact on participants and communities.
“Community programmes, artist residencies, and educational exchanges allow for more personal interaction. Years of Culture intentionally combines both approaches — high-profile events to attract attention, and intimate experiences to build lasting relationships,” he said.
He noted that culture has a unique ability to bridge geographical and ideological divides by connecting people through universally understood experiences.
“Culture allows people to connect through shared human experiences such as music, food, storytelling, and sport,” al-Kuwari said. “These are universal languages that can transcend political or cultural differences.”
“By creating spaces where people can engage openly, cultural initiatives help shift perspectives and encourage mutual understanding, even between societies that may seem very different,” he added.
Beyond attendance figures and media coverage, al-Kuwari said the true success of Years of Culture is measured by the long-term relationships and collaborations that continue after each programme year concludes.
“We look at what lasts. Success isn’t just about numbers, it’s about what continues after the programme year ends. That means real partnerships that keep going and relationships that turn into something long-term,” he added.
Al-Kuwari pointed to several initiatives that continue to generate impact years after their launch, including the “Pearls: Jewels from the Sea” exhibition, which helped establish museum partnerships worldwide and now forms a key part of the National Museum of Qatar's collection.
He highlighted the Doha Film Institute and its ongoing collaborations with filmmakers globally, as well as Jedariart, which he said has contributed to the growth of Doha’s street art scene and supported the careers of Qatari and Qatar-based artists. He added culinary initiatives and artist residencies continue to create opportunities for people from different backgrounds to collaborate and exchange ideas.
According to al-Kuwari, the future of cultural diplomacy increasingly intersects with sectors beyond the arts, including innovation, sustainability, education, sport and the broader creative industries.
“Culture touches everything, from how we learn and create, to how we build cities and connect with each other.
“By working across these different sectors, cultural initiatives can open up more meaningful and practical collaborations, reaching people in different ways and creating impact that goes beyond traditional cultural spaces.”
Inclusivity also remains a central principle of the initiative, with Years of Culture seeking to engage audiences from diverse backgrounds and age groups through a wide variety of programmes and formats, al-Kuwari said.
“We offer a mix of formats, from large public festivals and exhibitions to youth programmes, workshops, and community-led initiatives. The idea is to make culture feel accessible and relevant. By engaging people in different ways, whether that’s through food, film, sport, or hands-on experiences, we become a part of people’s everyday life,” he said.
Al-Kuwari stressed that the relationships formed through cultural exchange are distinguished by their organic and personal nature.
“What we try to do is create natural, human connections through shared experiences by opening up more ways for people to connect across different parts of their lives,” he said.
At a time when global uncertainty is growing, he said, cultural programmes can also help societies maintain dialogue and resilience: “In uncertain times, cultural programmes help keep things connected. They create space for people to keep talking, sharing, and engaging, even when other channels slow down or feel strained.”
“By focusing on shared experiences and what people have in common, culture helps maintain relationships and a sense of continuity. That, in turn, builds resilience between countries and within communities,” he added.
Al-Kuwari noted that Qatar’s next phase of cultural diplomacy will continue building on the country’s established cultural foundations while expanding partnerships and exploring new areas of collaboration.
“It will continue to be guided by the vision His Highness the Amir Sheikh Tamim bin Hamad Al-Thani has set out for our country and the leadership of Her Excellency Sheikha Al Mayassa bint Hamad bin Khalifa Al-Thani in supporting a thriving cultural scene in Qatar,” he said.
“The focus will be on building on that foundation, deepening partnerships, expanding into new areas, and continuing to use culture as a way to connect with people in meaningful, lasting ways,” al-Kuwari said.
