Major milestone: Qatar Duty Free celebrates staff completion of DFWC Academy Certificate Course

Qatar Duty Free (QDF) is celebrating the successful completion of the Duty Free World Council (DFWC) Academy Certificate Course in Duty Free and Travel Retail (DF&TR) by 50 staff members, who achieved a 100% completion rate. The course is delivered in partnership with Airports Council International (ACI).

This milestone makes Qatar Duty Free the largest participant in the program, reflecting QDF’s continued investment in its people and ensuring that staff are equipped with the knowledge and skills to deliver exceptional shopping experiences to millions of travelers at Hamad International Airport.

Delivered in partnership with Airports Council International, the program provides participants with an in-depth understanding of the duty free and travel retail sector, covering its evolution, operating models, and the latest developments in digitalization, sustainability, and shifting consumer trends.

As part of the course, participants explored the key elements of the global DF&TR industry, including sales channels, regional dynamics, and the role of leading retailers and brands. They also gained insights into how changing consumer expectations are influencing the industry, with a particular emphasis on the rise of digital solutions and sustainable practices. The training further examined the profile, behavior, and motivations of duty-free shoppers, while focusing on the customer journey and how to optimize the retail experience at every step.

The program included three modules on Industry basics, consumer Insights, and customer experience strategies, offering staff practical tools to apply their learning directly to the traveler journey, with the goal of enhancing engagement and driving greater satisfaction across QDF’s retail portfolio.

Commenting on the achievement, Thabet Musleh, Chief Retail & Hospitality Officer at Qatar Airways Group, said, “Our people are at the heart of Qatar Duty Free’s success, and we are incredibly proud of the 50 colleagues who have all completed this important program. Their dedication reflects the culture of excellence and continuous learning we value so deeply, and it is this commitment that allows us to keep raising the bar in global travel retail. By investing in our team, we ensure that every traveler passing through Hamad International Airport enjoys service that is as exceptional as the experiences we create.”

This latest achievement highlights Qatar Duty Free’s commitment to excellence in both retail innovation and in nurturing the people who deliver these experiences every day. It demonstrates QDF’s leadership in talent development and dedication to customer experience, aligned with ACI’s internationally recognized training standards. For QDF, innovation in travel retail means introducing world-first concepts while continually strengthening the expertise of its people, ensuring that passengers receive the highest quality of service at Hamad International Airport.