Visit Qatar Forges Multi-Year Partnership with MELT Live to Elevate Global Entertainment Landscape

Strategic Alliance to Boost Qatar's Global Profile

Visit Qatar has officially announced a multi-year entertainment partnership with MELT Live, a global events company chaired by entertainment icon Steve Harvey. The landmark agreement, formalized in Doha on October 8, 2025, aims to establish Qatar as a premier destination for culture, lifestyle, and world-class events. This collaboration is set to introduce internationally recognized platforms to the country, with two flagship events scheduled to debut in 2026.

The signing ceremony was led by HE Saad Bin Ali al-Kharji, Chairman of Qatar Tourism and Chair of the Board of Directors of Visit Qatar, and Steve Harvey. According to Visit Qatar, this strategic move aligns with its mission to promote and expand tourism by cultivating its rich culture, developing thrilling attractions, and enhancing its events calendar, with an overarching goal to attract six million visitors annually and establish Qatar as a must-visit tourist destination by 2030.

MELT Live's Vision for Cultural Exchange

Steve Harvey, Chairman of MELT Live Events, articulated the foundational philosophy behind his company and its attraction to the region. He explained that 'MELT' is an acronym where 'M' stands for the merging of cultures and ideas, 'E' for the enlightenment and empowerment of people, 'L' for learning and leadership, and 'T' for trade and technology. Harvey stated that the launch of MELT Live in the Gulf region is motivated by a desire to merge global ideas and address misconceptions about the Middle East.

Commenting on the partnership, Harvey remarked, 'It's an honor 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.'

Introducing Flagship Entertainment Experiences

The partnership will bring two significant events to Qatar in 2026:

• FuelFest Qatar: This high-energy festival is designed to merge international car culture with live music. It aims to unite automotive enthusiasts and feature global talent, offering an immersive experience that combines a music festival, race day, and car show.
• The Golf Classic by Steve Harvey: This unique lifestyle and sporting event will blend competitive golf with top-tier entertainment and celebrity participation. It is intended to serve as a major platform for global exposure and is also associated with the Steve & Marjorie Harvey Foundation for charitable endeavors.

HE Saad Bin Ali al-Kharji emphasized the strategic importance of this collaboration, stating, '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.'

Long-Term Vision and Future Prospects

This agreement signifies the beginning of a long-term collaboration between Visit Qatar and MELT Live. Both entities are currently planning a diverse calendar of additional events, with further details expected to be announced in the coming months. The partnership underscores Visit Qatar's commitment to expanding the nation's events portfolio, fostering cultural exchange, and attracting global audiences to experience Qatar's unique blend of hospitality and world-class entertainment.