Qatar is on a mission to cultivate a thriving, globally competitive, knowledge-based economy, shifting away from its rentier economic model, as well as being a key international player on the world stage. This article focuses on Qatar’s social and cultural sphere, exploring the Qatari state’s vision for society in the midst of these grand agendas. Through a systematic analysis of six key national documents (KNDs), such as the Qatar National Vision 2030 and the National Development Strategy, it extracts the state’s aspirations for its society, as well as the values or traits they are attempting to preserve or inculcate. We identify five key overarching themes in the KNDs: (1) the advancement of society; (2) the preservation of traditions and values; (3) keeping up with the Gulf, Arab and Islamic countries and the world; (4) the empowerment of women; and (5) the importance of the family. The paper concludes with an assessment of some top-down initiatives and policies that were designed to achieve these ambitious agendas, and highlights some of their pitfalls. These issues include a lack of civic participation and engagement; the need for more localisation and indigenous social innovation; and, lastly, more attention given to social dynamics, including their inter- and intra-relations, which often lead to unintended consequences.