Kazakhstan's hosting of the Asian Winter Games is part of a wider trend that is seeing many such prestigious events moving to emerging markets; from the Sochi Winter Olympics in 2014 to the FIFA World Cups in Russia in 2018 and Qatar in 2022. But how does hosting such events benefit the countries, is it worth it and how does it boost the country's image. We talk to the President of the Olympic Council of Asia, Sheikh Ahmad Al-Fahad Al-Sabah.