QATAR. Qatar Duty Free (QDF) has revealed further details of the high-profile campaign to mark its 25th anniversary, which features a full branded takeover at Hamad International Airport. Throughout May, travellers can encounter exclusive experiences, dazzling visual displays and an array of offers designed to salute QDF’s status as an airport retail and hospitality leader.
As reported, on 1 May 2000 the company opened for business at the old Doha International Airport in the Qatari capital.
The inauguration came three years after the relaunch of parent Qatar Airways under the leadership of the airline’s then-Group Chief Executive His Excellency Akbar Al Baker, which heralded an extraordinary transformation of the aviation sector in the Gulf state.
Unusually, Qatar Airways chose to run its airport duty-free and food & beverage operations in-house, airline, airport and retail brought together under a single, unique industry ‘Trinity’.
Over the ensuing quarter century QDF has become one of the industry’s most acclaimed travel retailers, a flagbearer for constant, often daring innovation; multiple sector firsts; and a relentless focus on quality rarely if ever matched worldwide.
‘25 has arrived’ is the tagline of a spectacular airport-wide ‘takeover’ and multi-media campaign launched at Hamad International Airport on 1 May by Qatar Duty Free to honour its 25th anniversary. Click on the YouTube icon to view.
This month, as passengers arrive at Hamad International Airport, they are greeted by striking 25th anniversary scenography. At the heart of the terminal, the popular Lamp Bear installation welcomes visitors with a photo opportunity, while a captivating light installation suspended above the main concourse extends the festive atmosphere.
Travellers have the opportunity for further photo-calls across the airport with colourful hot air balloon and giant Qatar Duty Free shopping bag installations. The arrivals and baggage claim halls have been transformed with celebratory branding too.
The anniversary campaign film (above) celebrating QDF’s journey and vision for the future is broadcast across 1,000 digital screens throughout the airport.
To further elevate the experience, QDF has rolled out a series of exclusive promotions and activities. Over the first two weekends in May, passengers benefitted from a -25% discount on selected products across the store network.
Beauty enthusiasts were also invited to join the Beauty Shopping Party on selected days, featuring a live DJ and makeup stations in collaboration with brands such as MAC, NARS, Make Up For Ever and Benefit. Throughout May, all shoppers can continue to earn 2.5 times the usual Avios loyalty points on every transaction.
The celebrations extend to food & beverage outlets. Selected restaurants across Hamad International Airport are offering special anniversary combination menus and -25% discounts on featured items throughout the month.
Gordon Ramsay Burger and Gordon Ramsay Street Pizza also hosted live DJ sessions on the first two weekends of May, adding further lustre to the dining experience.
In a move that QDF said highlights its commitment to ‘experiencentricity’ – a recently coined term that emphasises the importance of creating an exceptional customer experience – 25 activations across perfume & cosmetics, fashion & accessories and food & beverage are promoted through the QDF loyalty app.
Travellers can scan a QR code in locations across the terminal to explore curated recommendations such as discovering the smart mirror at the Thélios Sunglasses Pop-Up; creating a personalised gift by customising a Toblerone gold bar or trying Dyson’s latest haircare innovations with a live demonstration.
On the initial celebration days, travellers were greeted with individually wrapped cakes, handed out across the airport as a sweet gesture to mark the occasion.
Qatar Airways Group Chief Retail and Hospitality Officer Thabet Musleh commented: “Celebrating 25 years is a huge milestone for everyone at Qatar Duty Free. It’s a reflection of the incredible team behind the scenes and the partners who’ve been part of our journey from the start. Over the years, we’ve evolved so much, being part of such a supportive and aligned ecosystem with Qatar Airways and Hamad International Airport, but what’s stayed constant is our commitment to doing things differently.
“Fixating on the customer experience has really shaped how we think and work. It’s about putting the traveller at the centre of everything we do, and making sure every interaction feels considered and meaningful. Looking ahead, we’re excited to keep pushing boundaries through new concepts, increased use of data and experiences that stay with people long after they’ve left the airport.”
*The cover story of the May 2025 edition of The Moodie Davitt Magazine features a special report to mark the 25th anniversary of Qatar Duty Free.
Qatar Airways Chief Retail & Hospitality Officer Thabet Musleh talks about the retailer’s commitment to investment, the power of partnership and reflects on a remarkable story of growth.
Click on the cover image (right) to access the full story. ✈
Footnote: Last year Moodie Davitt STUDIO released Airport Wonders of the World, a film series dedicated as the name suggests to the greatest gateways on the planet.
The inaugural production, a three-part series of short films, was dedicated to Hamad International Airport in Doha and Qatar Duty Free’s retail, dining, hospitality and leisure attractions.
Click on the YouTube icons to view.
