Why the World Cup Still Matters: Wales's Enduring Soft Power Strategy
In this episode, we speak with Aicha Srour, the Senior Business Development Manager for the Welsh Government in Qatar. She details her unique role in promoting Welsh exports and securing Qatari investment across key sectors like green energy, food and drink, and advanced technology.
Aicha Srour shares how Welsh values such as a strong sense of community and family create a natural bond with Qatari culture, making Wales a desirable destination for education (especially among the alumni network) and business.
Crucially, she highlights the powerful cultural diplomacy partnership with the British Council. From organizing the Welsh cultural program during the 2022 FIFA World Cup (including the famous Welsh mural and the Earth Choir) to facilitating high-level trade and cultural delegations, this partnership is a powerhouse that leverages soft power and trust to open commercial doors and maximize value for both nations.
Discover how a devolved government is using culture and relationships as its strongest tools for global growth.
๐๐ผ๐๐:โ โ โ โ Steve Mackieโ โ โ from โ โ โ โ Business StartUp Qatarโ โ โ
๐๐๐ฒ๐๐: โ โ โ Aicha Srour, Country Manager, Welsh Government British Embassy Doha
Our partners:
๐ฉ๐ถ๐๐ถ๐: โ โ โ British Council Qatarโ โ โ
Visit: โ โ โ British Embassy Doha โ โ โ
This episode was powered by โ nestworkqatar โ โ โ
๐๐ผ๐ผ๐ธ๐ถ๐ป๐ด ๐๐ผ ๐๐น๐ฒ๐๐ฎ๐๐ฒ ๐ฌ๐ผ๐๐ฟ ๐๐ฟ๐ฎ๐ป๐ฑ?
Do you want to amplify your brandโs presence through compelling storytelling?Our โ โ โ ๐ฃ๐ผ๐ฑ๐ฐ๐ฎ๐๐ ๐ฃ๐ฎ๐ฐ๐ธ๐ฎ๐ด๐ฒโ โ โ offers a dynamic platform to share your insights, engage your audience, and build lasting connections. Whether you're an innovator, educator, or entrepreneur, let your story make an impact!
Contact us: ๐ฒ: +974 5034 3737
๐ - steve@solutionsfour.com