KUWAIT: In a move to advance sustainable media content and elevate Kuwait’s tourism and cultural profile, the ministry of information and culture on Sunday launched the national campaign “Leadership Through Willpower.” The initiative, spearheaded by Minister of Information and Culture and Minister of State for Youth Affairs Abdulrahman Al-Mutairi, reflects the ministry’s commitment to adopting modern media strategies, nurturing innovation and strengthening Kuwait’s image at home and abroad.
Speaking at the launch ceremony held at the Sheikh Jaber Al-Ahmad Cultural Centre, Al-Mutairi described the campaign as a milestone that showcases projects aligned with the ministry’s strategy to build a modern media landscape, create a vibrant tourism scene and reinforce a cultural identity that reflects Kuwait’s legacy and aspirations. He stressed that the campaign is not a passing initiative but part of an integrated national vision. “What has distinguished Kuwait throughout history is that its people never believed in the impossible. They faced challenges, created opportunities, and turned willpower into a path to leadership,” he said.
Highlighting tourism initiatives, Al-Mutairi announced the launch of the “Visit Kuwait” platform on Nov 1, a unified national gateway for visitors and investors. The platform will include e-visa services, interactive maps, cultural and entertainment listings and exclusive offers developed in collaboration with the private sector.
A key feature of the platform is “Rashed”, an AI-powered assistant designed to answer inquiries, provide guidance and collect user feedback. “Rashed will serve as a digital hub, giving tourists and residents access to services, discounts, and offers that enrich the overall experience,” the minister noted. The platform will act as a single window for local and international investors across hotels, restaurants, transport, entertainment and sports.
Turning to the media sector, Al-Mutairi unveiled plans for 18 new programs on Kuwait TV starting in October, featuring fresh media talent and covering diverse cultural, social and entertainment topics. He also announced a revamped lineup for Kuwait TV’s Al-Akhbar (News) channel, with 13 new shows and 15 upgraded programs focused on reliable reporting, in-depth analysis, sports coverage and community-driven storytelling.
“The programming will not only deliver news but also reflect everyday Kuwaiti life, ensuring authenticity while keeping pace with regional and international standards,” he said. Al-Mutairi added that Kuwait TV will continue to stimulate the creative economy by boosting studio production, collaborating with private companies and investing in modern content creation.
The minister affirmed that the combined initiatives — including Leadership Through Willpower, the Visit Kuwait platform, the new Kuwait TV programming cycle and the renewed Al-Akhbar news channel — represent a comprehensive strategy to integrate media, culture and tourism. “These projects form an ecosystem that strengthens Kuwait’s identity and opens doors to the future,” Al-Mutairi said. “The campaign reaffirms Kuwait’s commitment to excellence and innovation across media, culture and tourism, ensuring that Kuwait’s story is told with creativity and authenticity on the regional and global stage.
