Qatar Duty Free hosts dazzling airport-wide takeover to mark 25th anniversary

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, to mark the 25th anniversary, travellers are greeted by striking visual merchandising, including a spectacular activation at the Lamp Bear fixture in the heart of the airport.

The concourse has been transformed with a captivating light installation suspended above shoppers, while a colourful hot air balloon photo-call and a giant Qatar Duty Free shopping bag installation offer travellers more photo opportunities. The branding extends to a celebratory design at the arrivals luggage belt.

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 in every store.

A Beauty Shopping Party on selected days features a live DJ and exclusive makeup stations in collaboration with brands such as MAC, NARS, Make Up For Ever and Benefit. Throughout May, all shoppers can earn 2.5 times Avios loyalty points on every transaction.

The celebrations extends to food & beverage outlets. All coffee shops offer special combination menus of coffee and pastry at a -25% discount, while all QDF staff enjoy -25% off at every F&B outlet throughout the month. Gordon Ramsay Burger and Gordon Ramsay Street Pizza hosted live DJ sessions on the first two weekends of May.

In a move that QDF said highlights its commitment to ‘experiencentricity’, 25 experiences across perfume & cosmetics, food & beverage, and fashion & accessories are promoted through the QDF loyalty app, encouraging guests to further explore and engage the offer.

On the main celebration days, travellers were greeted with individually wrapped cakes, handed out across the airport as a gesture to mark the occasion.

*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.