In the face of rapid economic development, population growth, people's increasing needs and their changing lifestyles, most historic centres in the Arab world have experienced problems. Located in a central position in the growing urban areas, these historic districts have to function as city centres. Previously, they kept the medina alive and they participated in the economic growth of the city; however, today this is not generally the case, as many of these centres have been erased, replaced by modern shopping malls and hypermarkets. Despite the fact that the trend for building modern skyscrapers is still popular, it is possible to counterbalance this drift by preserving the few remaining historic areas. We believe that one way of rediscovering the cultural identity of Doha is to go back to its initial roots and try to sustain them in harmony with the present and future trends of the city. Fareej (district) Al Asmakh, a model of Qatari heritage in the heart of Doha, presents an urgent case for urban conservation. Fareej Al Asmakh should be recognized as a valuable resource for future development. It is a reflection of Qatar's cultural identity in the heart of Doha, and thus should be sustained in the face of the proliferation of alien high-rise developments around and adjacent to it. This research focuses on the role of Fareej Al Asmakh and other districts in reviving and injecting new life into the heart of Doha. In other words, the question is: can urban conservation be an adequate strategy to revive and sustain Fareej Al Asmakh, thus strengthening the city's cultural identity while participating in its growth and development?