Case Study: 9th Qatar-Germany Business & Investment Forum

The ninth edition of the Qatar-Germany Business and Investment Forum took place in Berlin from 6 – 7th September 2018. As hosts, Chancellor Angela Merkel and the Emir of Qatar received about 1,000 high-ranking guests in Berlin.

In addition to the intensive exchange on cooperation in the field of business and knowledge transfer, an investment program of 10 billion euros in Germany was announced. Berlin and Doha share more than 60 years of trade and almost 50 years of diplomatic relations.

The important agreements and cooperations between Germany and Qatar lie in the fields of science, education, research & development of renewable technologies. In line with this, 5 panels were held with top-class members. The main topics of discussion were the financial sector, industrial development, investments in Germany, Qatar’s economy and the “Road to Soccer World Cup”.

Economic decisions of geopolitical relevance?

The most important investment projects in Germany are Volkswagen, Deutsche Bank, Siemens, Hochtief and Solarworld and amount to an approximate value of 25 billion euros. (Source:

For the supply of liquefied natural gas (LNG), Germany is currently dependent on the infrastructure of its neighbouring countries, the Netherlands, Belgium and Poland. In order to become more independent of the major suppliers Russia and the USA as well as the import terminals, the hosts are counting on further cooperation.

According to the BP Energy Report (2017) Qatar has the third largest gas reserves in the world, which are equivalent to approximately 13% of global reserves (Source: In addition to the possibility of trade cooperation, there might also be cooperation on the technological and infrastructure side.

Made in Germany – in demand as ever?

Sheikh Saoud and his government value German SMEs and trust in quality Made in Germany.  At present, about 300 German companies are active in Qatar and this figure could rise to even more.  The possibility of opening tax-free branches is intended to create an incentive for international companies to expand their business activities in Qatar.

Hidden champions and the middle class are the foundation of German competitiveness and thus also in the interest of foreign investors. This puts the focus of the Qatar Investment Authority on German SMEs.

The forum in Berlin served as a platform for this purpose; new contacts were made with Qatar and the German economy, and networks were established.


A look into the future

The national vision for Qatar and the decade that has begun follows the theme: strong economy, social development, environment and education.

All representatives praised the good relations with each other, but it is clear to German politicians that such a relationship must not be a onesided path.


  • In the course of the preparation and the announcement extensive PR work took place
  • Gala Dinner: VIP Service
  • Forum: Organizational support
  • After the event, the follow-up of the event was supported by corresponding PR activities and the results were made public

Creativity & Implementation

Editorial contributions & advertorials in Germany’s best national newspapers & news magazines

  • net
  • Frankfurter Allgemeine Zeitung
  • Der Spiegel
  • Stern
  • Süddeutsche Zeitung
  • Die Welt

Gala Dinner: VIP service with a team of 10 people.

Event: Processing the registration of 1,000 guests with an agency team of 25 plus a Qatari team of 10 people.

Event: Management of media center & journalists with a team of 5 people.

VIP service for spokesmen of the 5 panel groups with a team of 10 people.

Preparation and follow-up: Media relations.

Cooperation with the social media agency to support them with content.


  • Total media range: 50+ million
  • Publications (print and online): 100+
  • Editors at the event: 60+
  • Broad recognition in social media
  • Strengthened relations between Germany and Qatar
  • The governments of Germany and Qatar were very satisfied with the outcome of the event.