Why Qatar and the UK are investing in culture as soft power
For Dr. Waseem Kotoub, country director of the British Council in Qatar, culture’s influence lies in its ability to operate beyond formal agreements and institutional frameworks
27 January, 2026
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In an era where geopolitics is increasingly shaped by trust, talent, and shared values, arts and culture are emerging as powerful instruments of modern diplomacy. Between Qatar and the UK, cultural exchange has evolved from symbolic engagement into a long-term strategic partnership, one that spans education, creative industries, wellbeing, and economic diversification.
For Dr. Waseem Kotoub, country director of the British Council in Qatar, culture’s influence lies in its ability to operate beyond formal agreements and institutional frameworks.
“Arts and culture are among the most effective tools of diplomacy because they are grounded in trust, empathy, and shared experience,” Kotoub said. “Rather than operating through formal agreements alone, cultural exchange allows relationships to develop organically at a people-to-people level.”
That philosophy has shaped more than a decade of cultural collaboration between Qatar and the UK. Flagship initiatives such as the Qatar–UK Year of Culture in 2013, and its evolution into the Qatar–UK Festival now in its 10th edition, have created enduring platforms for cooperation across the arts, education, and creative industries.
“This approach reflects a modern understanding of soft power,” Kotoub said. “It is not about projection, but partnership. By co-creating programmes that respond to local priorities and global opportunities, cultural diplomacy becomes both credible and long-lasting.”
Human connection at the centre
Kotoub’s perspective on culture is deeply informed by his own interdisciplinary background. Trained as a medical doctor and an accomplished concert pianist, he views music and medicine not as parallel paths, but as complementary forms of human connection.
“Medicine and music are often seen as separate disciplines, but both are fundamentally about human connection,” he said. “Medicine teaches you to listen, observe, and respond with care. Music allows emotion, rhythm, and expression to communicate what words often cannot.”
Through his work in healthcare and community settings, Kotoub has seen first-hand how music can reduce anxiety and foster emotional safety. “This has shaped how I think about wellbeing not only as a clinical concept, but as a social and cultural one,” he said.
That mindset influences how the British Council approaches programme design. “Whether designing cultural programmes or supporting creative industries, we place people, emotion, and human experience at the centre of our work,” Kotoub said.
Kotoub’s work with autistic children using music as a form of communication has reinforced his belief in the arts as tools for inclusion. “Music provides a shared language when traditional communication is difficult, enabling expression, confidence, and participation,” he said.
The implications extend far beyond individual settings. “The broader lesson is that systems work best when they are designed around people rather than expecting people to adapt to rigid structures,” Kotoub noted. In education and community development, creative approaches can unlock engagement for those excluded by conventional models.
“This experience also highlighted the importance of patience, adaptability, and partnership with families and communities,” he said—principles he sees as equally relevant when delivering national or international programmes.
The success of initiatives like the Qatar–UK Festival, Kotoub argues, lies in their continuity. “What began as part of the Qatar–UK 2013 Year of Culture has grown into a decade-long platform for cultural exchange, creative collaboration, and skills development,” he said.
Rather than treating festivals as standalone moments, the British Council has focused on institutional relationships and ecosystem-building. “Its impact extends beyond performances and exhibitions,” Kotoub said. “It has supported institutional partnerships, provided opportunities for emerging talent, and contributed to the development of Qatar’s creative ecosystem.”
Most importantly, sustained engagement has enabled trust to deepen over time. “Cultural relationships have been sustained over time, allowing trust, learning, and collaboration to deepen year after year,” he said.
Creative industries as economic drivers
Qatar’s creative industries are now gaining momentum across fashion, design, digital culture, gaming, film, and creative technology. Kotoub sees this growth as closely linked to entrepreneurship and skills development.
“What is particularly encouraging is how these sectors are increasingly connected to entrepreneurship, skills development, and innovation, rather than existing purely as cultural outputs,” he said.
That shift was evident at the Qatar–UK Creative Industries Forum, held during the 10th edition of the Qatar–UK Festival and convened under the patronage of Her Excellency Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, Chairperson of Qatar Museums. The Forum brought together policymakers, cultural leaders, entrepreneurs, and creatives from both countries to explore collaboration across multiple creative sectors.
The Forum also built on a Creative Industries Memorandum of Understanding between the British Council, the UK Department for Business and Trade, and Qatar Museums. “Creating a clear pathway from dialogue to long-term cooperation,” Kotoub said, the agreement aligns with the UK Industrial Strategy, where creative industries are recognised as a key growth pillar.
“Culture contributes meaningfully to the future economy when it is linked to skills, leadership, and international markets,” he said. “Supporting diversification, job creation, and sustainable growth.”
Delivering large-scale, multi-stakeholder international programmes requires a balance of creativity and operational discipline. Kotoub identifies trust and clarity as essential leadership traits.
“When working across institutions, cultures, and sectors, alignment around shared purpose matters more than control,” he said. Listening is equally critical. “Strong programmes emerge when partners feel heard and valued.”
Flexibility, he added, is not optional. “Cultural initiatives must adapt to context, audience, and changing circumstances without losing sight of long-term goals.” At the same time, ambition must be grounded in governance. “Creativity must be matched with strong governance, planning, and accountability to deliver lasting impact.”
Arts-based education, Kotoub believes, plays a critical role in preparing societies for the future. “Arts-based education develops skills that are increasingly essential in modern economies, including creativity, collaboration, critical thinking, and emotional intelligence,” he said.
In the Gulf, where human capital development is central to national strategies, creative learning can make education more inclusive and engaging. “When education systems integrate creative approaches alongside technical knowledge, they help develop individuals who can contribute meaningfully across sectors and society,” Kotoub said.
A bridging role for institutions
As Qatar positions itself as a global cultural hub, Kotoub sees institutions like the British Council as connectors rather than curators. “Institutions like the British Council play a bridging role,” he said. “We connect people, ideas, and institutions across borders.”
The focus, he stressed, is on long-term impact. “Our focus is on long-term partnerships rather than one-off interventions.” In Qatar, this means aligning closely with national priorities while enabling two-way exchange.
“It also means sharing UK expertise while learning from Qatar’s own cultural leadership and innovation,” Kotoub said.
Looking ahead, the objective is sustainability. “Our role is to help build sustainable platforms for exchange that empower individuals, strengthen institutions, and contribute to inclusive, future-ready societies.”
Read: Dubai Culture’s Hala Badri on why the world’s creatives are choosing Dubai
