Thabet Musleh discusses Qatar Duty Free's 25 years of excellence
With activations such as Live the F1 Life, Qatar Duty Free transformed Hamad International Airport into an immersive Formula 1 experience, featuring an F1 car on display, racing simulators, themed dining, influencer surprise and delights, exclusive brand partnerships, celebrity appearances and more
In 2024, Qatar Duty Free (QDF) recorded an impressive 18% year-on-year surge in sales for the annual year, surpassing the growth in passenger traffic at the award-winning Hamad International Airport. “Growth like this doesn’t happen by chance,” says Qatar Airways Group Chief Retail and Hospitality Officer Thabet Musleh. “It comes down to keeping things fresh, relevant and exciting.”
Through a curated mix of global powerhouse brands, customer-centric experiences and a workforce that serves as the heart of its success, QDF is transforming the airport into a destination that goes far beyond a mere transit hub. As QDF eagerly prepares to celebrate its monumental 25th anniversary, it’s ready to raise the bar even higher.
This past winter, Chanel marked its first-ever full airport takeover with its Chanel Winter Tale campaign, transforming the entire airport into an enchanting wonderland and showcasing QDF’s experiencentric approach to luxury retail
Milestone anniversary
“2025 is our 25th anniversary, and we’re taking things up a notch,” says Musleh. In celebration of this symbolic milestone, QDF will unveil more than 25 new openings. This follows a standout 2024 that introduced industry firsts such as the world’s first Dior Luxury Beauty Retreat at an airport, the first-ever “pentarchy” campaign with YSL Beauty, and the first-ever full Chanel airport takeover.
While details are still under wraps, Musleh hints at headline-making debuts that will range from never-before-seen brand concepts to world-first partnerships, stating: “One thing’s for sure: we’re making this milestone one year to remember.”
'25 Has Arrived': Qatar Duty Free reveals standout anniversary campaign
Qatar Duty Free has released a special video which is “just a glimpse of the surprises and unforgettable experiences awaiting travelers throughout the airport”.
2025 is already shaping up to be a landmark year. In April, Hamad International Airport was awarded SKYTRAX’s World's Best Airport Shopping for the third consecutive year. One month earlier, the airport marked a major milestone with the grand opening of Concourses D and E. These additions are part of a long-term terminal expansion strategy launched in 2018 to enhance both capacity and experience. With this latest phase, the airport now accommodates over 65 million passengers annually and introduces 2,700 square meters of brand-new, purpose-built retail space, paving the way for a new era of shopping, dining and discovery.
Qatar Airways Group Chief Retail and Hospitality Officer Thabet Musleh marks a milestone as Hamad International Airport is named SKYTRAX’s World’s Best Airport Shopping for the third consecutive year, coinciding with its 25th anniversary celebrations
“One of the biggest advantages we have is how seamlessly retail, hospitality and travel work together,” says Musleh. This integrated ecosystem that unites QDF, Hamad International Airport and Qatar Airways crafts an experience that flows through every stage of a passenger’s journey. “It’s a true trinity partnership,” Musleh notes, adding that the 25th anniversary will unfold across the end-to-end travel experience. “We can do things that simply aren’t possible elsewhere.”
QDF anchors its approach in a philosophy of experiencentricity, a commitment to turning travel moments into unforgettable memories. Whether it’s racing in a Formula 1 simulator during the Live the F1 Life campaign, indulging in a wellness layover at the Dior Luxury Beauty Retreat, or stepping into a Chanel winter wonderland, QDF’s experiences are curated to be remembered long after takeoff.
Powered by people
A dynamic and global team drives QDF’s success. “We know that building something truly exciting starts with the right people,” states Musleh. “As we celebrate our 25th anniversary, this people-first approach remains front and center.”
Part of the strategy includes deliberately bringing in top-tier talent from around the world. “These individuals not only bring deep expertise in their fields, but also share our appetite for bold thinking and boundary-pushing ideas,” according to Musleh. With fresh perspectives and the ability to challenge the status quo, these appointments have helped turn ambition into reality as the 25th anniversary approaches. “In order to build a new era of retail, hospitality and experiences, we need a leadership team that’s not afraid to ask ‘what’s next’ and then go out and make it happen.”
In the past three years alone, QDF’s workforce has tripled, growing to over 5,000 people from 78 different nationalities. That global mix has helped shape QDF into a place where ideas are welcomed and where innovation is a shared mindset. “Our focus has always been on building a team that reflects the energy, creativity, and ambition behind everything we do,” according to Musleh.
Earlier this year, QDF expanded their leadership team with six top women executive appointments, a move that reflects its commitment to creating space for diverse talent to grow and lead. “The year is as much about our team as it is about our achievements, and we’re continuing to support and invest in the people who’ve made QDF what it is today,” says Musleh.
Bringing in top-tier global talent is reflected in the recent appointment of six women executives, each bringing deep expertise and a passion for bold, boundary-pushing ideas. As the 25th anniversary approaches, these fresh perspectives are shaping a new era of retail and hospitality
Where travel meets sport
Sports serve as one of the most powerful ways QDF creates exclusive moments for passengers. Qatar has solidified its place on the global stage as a premier host of world-class sporting events, from the Qatar Airways Qatar Formula 1 Grand Prix to the Qatar ExxonMobil Open and the Commercial Bank Qatar Masters. QDF actively supports this momentum as an official partner and sponsor of these internationally recognized competitions. “As Qatar continues to attract more visitors, our goal is to make sure the airport experience matches the energy and ambition of the country’s tourism scene,” states Musleh.
True to that vision, QDF goes beyond traditional sponsorship. “We’re making sure that the excitement of sport doesn’t stop at the stadium. It starts the moment travelers arrive,” Musleh says. Through activations such as Live the F1 Life, QDF transformed the airport into a Formula 1 universe, complete with a real F1 car, racing simulators, themed dining menus, and impactful duty free partnerships with brands such as Jack Daniels and Velo.
Legendary sports icons such as Lewis Hamilton and Novak Djokovic have also surprised passengers, turning ordinary transits into once-in-a-lifetime moments. Ahead of the Qatar ExxonMobil Open, Djokovic rallied with young tennis talents on an airside court, while Hamilton previewed his new film near ORCHARD as the Formula 1 Grand Prix weekend kicked off.
Just getting started
Looking back on 25 years of success, Musleh reflects, “One thing we’re incredibly proud of is how our openings have transformed the landscape of travel retail.” The Louis Vuitton Lounge stands out as a prime example: an industry first that fuses high fashion, gourmet dining and luxury hospitality. “It was something that no one else had done, and it proved that airport retail could offer something special,” remarks Musleh. Innovations like these actively redefine what’s possible at an airport, showcasing that transit spaces can be destinations in their own right.
As QDF approaches its milestone 25th anniversary, its mission remains more ambitious than ever: to continue reimagining travel retail through fearless innovation, experiencetricity, and visionary concepts that resonate with every traveler while setting bold new standards for the future.
