Mega-sporting events such as the FIFA World Cup are often justified by their supposed ability to generate lasting tourism benefits through increased global exposure. However, evidence on whether these mega-events produce durable tourism legacies remains mixed. This thesis investigates the case of the 2022 FIFA World Cup in Qatar by examining whether the extraordinary level of attention generated by the event translated into sustained post-event legacy in Doha. The study used a Difference-in-Differences and Event Study framework applied to monthly online search data as a proxy for tourism demand. The effect of hosting the World Cup in Doha was measured against a weighted synthetic counterfactual constructed from comparable regional cities.