Sports tourism is a fast booming cultural trend as elite athletes seek new frontiers to fulfil their passion while pushing their limits. Qatar's unforgiving homegrown endurance contest, Samla, is hoping to meet that demand by opening up to international competitors for the first time.
Run, cycle, swim and kayak - Qatar’s homegrown endurance race, Samla, will pass a major milestone on Saturday when it opens up to the world.
For nearly a decade, its unforgiving terrain and non-stop format, has given the 100-kilometre race a reputation as being one of the toughest endurance challenges. Now it's entering a new phase for both the race and Qatar's sporting lifestyle ambitions.
The race was created in Qatar and built steadily through local editions, earning a reputation for its intensity and unique format. According to Azzam Al Mannai, Chief Executive Officer of the Samla Race Organising Committee, international expansion was a natural next step. “It is the first international edition for Samla,” he said. “It’s very well known in the local sports community, and now it’s going international, hosting international athletes and the local community as well to register and compete.”
Race without a pause
Samla is designed as a non-stop endurance test, covering a total distance of 100 kilometres within a 12-hour cut-off time.
Athletes compete individually across six consecutive stages, moving between four different disciplines. “It’s an endurance race. It's non-stop, 12 hours, 100k, six different stages back-to-back,” Al Mannai explained to Euronews. “It’s based on time. Whoever finishes first is the winner.”
The course combines open-water swimming, long-distance running, mountain biking and kayaking. Unlike traditional road races, competitors face sandy and rocky conditions that test both physical preparation and mental resilience. “The endurance terrain will be tough on everyone,” Al Mannai said. “It’s not the classical marathon on asphalt. Sometimes it’s about competition, but it’s also about community.”
Growing international interest
Interest in the first international edition has been strong. Hundreds of athletes have registered, representing dozens of nationalities, with participation open to both men and women.
The total prize purse stands at more than €250,000 ($300,000), awarded to the top ten male and female finishers, reflecting the race’s growing stature on the endurance calendar. For Al Mannai, opening Samla to the world is about more than numbers. “Qatar has always been known for hosting international events,” he said. “Samla is a Qatari brand, created here, and now it’s opening the door for international athletes to experience it.”
Sport tourism and a local identity
Visit Qatar has supported Samla’s transition to an international event as part of a broader focus on sports tourism. Ahmad Al-Binali, Director of Festivals and Events at Visit Qatar, said Samla’s evolution reflected the potential of homegrown sporting concepts. “Samla is a Qatari product. The idea started ten years ago and it was very successful locally,” he said. “The collaboration is about taking Samla to the next level and opening it for athletes worldwide.” He added that major sporting events continue to play a growing role in attracting visitors and showcasing Qatar beyond traditional tourism.
Technical backing for a tougher race
The international edition will also be supported by global sportswear brand ASICS, adding technical expertise to an already demanding race. Seiji Hori, General Manager of ASICS Arabia, said Samla’s format closely aligned with the brand’s philosophy. “Samla is very unique and prestigious, and it’s becoming international,” he said. “It’s a very tough endurance race that requires a lot of mental strength.” Hori pointed to ASICS’ guiding principle, explaining that endurance sport challenges both body and mind, something Samla places at the centre of its design.
A milestone moment for Samla
As it prepares for its first international start line, Samla remains rooted in its original identity, a race created in Qatar, shaped by its landscape, and defined by resilience. For Al Mannai, the invitation is simple. “We look forward to hosting everyone here in Qatar,” he said. “To experience the hospitality, enjoy the nature, and enjoy the race.”
The Samla International Race takes place on 24 January 2026.
