While all eyes will be on the soccer action during matches, there will be plenty of time between fixtures to enjoy the many attractions offered by Qatar – where the ancient blends with the ultra-modern.

For tourists, the wide range of options caters for both adrenaline junkies and more sedate sightseers.

We’ve chosen seven different areas of opportunity to explore. It’s a bonus that the World Cup takes place in the country’s cooler months, allowing for more pleasant outdoor excursions.

1. Entertainment

As with all countries, the entire cross-section of ages and cultures must be catered for, and when it comes to entertainment, visitors will be spoilt for choice. Several concerts and music festivals are lined up, featuring the likes of Black Eyed Peas, while famous international DJs will be pumping the vibe well into the night. There are plenty of luxury movie theatres, with gaming arcades to cater for that segment.

2. Desert action

Qatar is a land of impressive sand dunes, which gives unique opportunities for outdoor activities most would be denied in their home countries. Whether you fancy a high-speed 4×4 spin, a quad bike adventure or a dune buggy drive, the options are vast. Add to that camel rides and sandboarding and the sands of the desert will lure the masses.

3. Water activities

In Qatar, the desert meets the deep blue and one of the most popular recreational activities is a dhow boat cruise, which is especially attractive at night when the lights shine brightly on some of the most creative architectural designs. There are also night cruises to the islands.

For the more energetic, there is the option of parasailing or paragliding, while a quiet day on one of the many golden beaches that boast fine sand and shallow, clear water will attract bathers who simply want to relax with their families and catch a tan.

4. Art and culture

For those who enjoy investigating foreign cultures, traditions and history, Qatar is a dream come true. Pride of place is the Katara Cultural Village, but there is no shortage of national parks, ruins, museums, zoos, galleries and markets.

The ruin of the ancient Al-Zubarah fort, declared a Unesco World Heritage site in 2013, is worth a visit, as is the pyramid-shaped Museum of Islamic Art.

One can either hop on a bus for a guided tour or hire a bicycle and do an independent inspection of the many spots that are readily described on tourism pamphlets and maps. Many places of interest are within walking distance of each other, which allows for interaction with the local population and gives a more personal insight into the country. Hint: wear flat shoes.

5. Cuisine

To get a literal taste of a foreign country’s offerings, sampling its food and drink is a must and there is an enormously varied culinary scene, from restaurants and sports bars to lounges and open-air cafes. One can visit Irish- and American-style pubs and enjoy anything from burgers to pizza, or choose fine dining with a Moroccan, Turkish, Thai,  Italian or Indian twist. Seafood is a great option and homesick Poms can be assured of fish and chips. Do try some Qatari dishes, though, for a more authentic experience.

6. Shopping

While there are many astounding malls to choose from that attract different purse ranges and offer a wide variety of retail stores, the most fun can be had by visiting the multitude of street bazaars and flea markets.

Forget about the price tag and do some haggling; negotiating and bartering are part of the normal – and entertaining – way of doing deals. Look out for the exquisite carpets on offer, as well as the fresh produce markets if staying in self-catering accommodation.

7. Networking

One can always combine business with pleasure, and it doesn’t get better than having the opportunity to rub shoulders not only with the locals, but with the millions of football fans arriving in Qatar. Carry plenty of business cards!

Make contacts that could support your business or industry. Look for import or export opportunities. Perhaps check out job or investment opportunities. All play and no work makes Jack a dull boy.