Public diplomacy and the World Cup Qatar 2022

After the premier tournament, Mexico will receive a priceless legacy from Qatar thanks to the culture and memories the 50,000 travelling Mexicans will bring back. This generation of Mexican fans will remember Qatar foreverDiplomatic ties between Mexico and Qatar were established in 1975. However, it was just in the last decade when both capitals, Mexico City and Doha, opened embassies marking the path towards a strategic partnership that we are consolidating today. The recent visit to Doha last March, of Mexico’s Minister of Foreign Affairs, Marcelo Ebrard, responds to a recognition that both countries are global leading actors with a strategic vision that goes far beyond its geographical location to drive them through the navigation of geopolitical waters. Thus, the visit provided the framework for the design of a bilateral agenda to strengthen political co-operation, trade, investment, tourism, making connectivity by air and sea crucial to consolidate a partnership between the two countries, whose presence overseas keeps growing.At the Doha Forum, graciously hosted by His Highness the Amir Sheikh Tamim bin Hamad al-Thani, Minister Ebrard met with key Qatari authorities from the public and private sectors. Alongside these encounters, it was possible to witness the partnership at work and to identify the potential offered by both sides. In this regard, connectivity, by air and sea, together with the proper legal framework, is the road for boosting bilateral relations through trade, tourism, cultural and sports diplomacy among other strategic areas. Qatar represents opportunities for co-operation in areas yet to be explored, particularly technological development, the digitalisation of the economy, energy sustainability, and the strengthening of participation in the global supply chain. Investment funds will always be looking for options for diversification, where tourism, logistics, and energy sectors are of special interest. In the current international climate, Mexico has recognised the importance of identifying key partners who possess a global vision such as Qatar. As a result, a renewed public diplomacy strategy, considering the diversity of its actors, represents a remarkable avenue to boost our political dialogue and co-operation. Mexico and Qatar sealed a joint agenda at the Global Public Diplomacy Network (GPD Net), chaired by Qatar and hosted by the Katara Foundation, with the intention of developing an international organisation on public diplomacy, with representatives of all the geographical regions and based on the intersection of culture, education, arts, tourism, science and sports among many others. Public diplomacy, unlike traditional diplomacy, is headed by institutions from academia, public and private sectors conceived to foster multicultural dialogue and activities directed to exchanges within an ever-evolving digitalised global society. Today, Mexico-Qatar co-operation in public diplomacy becomes even more relevant as Qatar strengthens its profile in this activity, which is due, in part, to its positioning through different platforms in the last decade, but also by hosting the FIFA World Cup Qatar 2022. This event is a historic milestone as it will be held in a  time of economic and social recovery due to the outbreak of Covid-19 and for the first time in a country of Islamic tradition and located in the Middle East, breaking prejudices and barriers, in a climate of respect for each other’s traditions, peoples and culture.  In this sense, public diplomacy becomes a point of access to multicultural exchanges, in which sports diplomacy takes a major role. The Mexican government, jointly with the organisers, are expecting to see 50,000 football fans travel to Qatar, representing one of the main foreign audiences that will be present in Qatari stadiums such as the magnificent Lusail or 974. Mexican fans have been recognised as one of the main animators throughout the history of the World Cups, shouting ¡Viva México! and singing the “Cielito Lindo” as well as being the originators of the traditional wave “la Ola Mexicana”. From November 21st to December 18th, Mexicans will cast special colours and emotions to the 8 stadiums built with avant-garde architectural design, some of them with Mexican intervention at different levels, for one of the most anticipated events on the global stage. During these days, people in Qatar will be able to see the green shirt of the Mexican national team, waving our green, white and red flag and various dressing accessories and garments representative of our national folklore, but more importantly supporting “El Tri”, as we affectionately refer to our team — all of these, containing the unique colours, sounds, textures and flavours of Mexico.In this frame, the Government of Mexico, through the Ministry of Foreign Affairs and its embassy in Doha, and the efforts of other specialised government agencies, will establish a Special Center to provide information, protection and consular assistance for our 50,000 nationals travelling to Qatar, making their experience more enjoyable and secure. After the World Cup, Mexico will receive a priceless legacy from Qatar thanks to the culture and memories the Mexicans will bring back. This generation of Mexican fans will remember Qatar forever.The presence of Mexicans in Qatar will be an opportunity for cultural exchange through sport and tourism. Actions and moments that may seal the strategic relationship between two key partners in the American hemisphere and in the Middle East. • The writer is Executive Director of Strategy and Public Diplomacy of the Minister of Foreign Affairs of Mexico – Special Envoy for Qatar World Cup 2022.