Doha, Qatar: Qatar Duty Free (QDF) has taken home the Best Airport Retail Initiative Award at the Global Travel Retail Awards 2025, celebrating its immersive ‘Live the F1 Life’ campaign at Hamad International Airport.
This year’s win reflects how QDF’s focus on experiential retail continues to resonate with passengers and the wider industry.
Through imaginative collaborations and carefully designed activations, the retailer is redefining what shopping at Hamad International Airport can offer – blending style, interaction, and a sense of discovery.
Its ‘Live the F1 Life’ campaign brought that vision to life, transforming the airport into a vibrant Formula 1 environment. Racetrack-themed displays, interactive exhibits, brand takeovers, photo opportunities, and exclusive merchandise came together to create memorable moments that blended retail, entertainment, and hospitality for travellers from around the globe.
The Global Travel Retail Awards are the industry’s only consumer-voted accolades, combining feedback from 5,000 travelling consumers with insights from a panel of international travel influencers. Widely regarded as one of the most credible programmes in the sector, the awards celebrate initiatives and products that showcase innovation, creativity, and quality in travel retail.
Commenting on the win, Thabet Musleh, Qatar Airways Group Chief Retail & Hospitality Officer, said: “This award is a fantastic recognition of the creativity and effort that went into ‘Live the F1 Life’ campaign. It’s proof of what’s possible when we work closely with our partners to design experiences that capture the imagination of travellers. At Qatar Duty Free, we’re always looking to raise the standard for airport retail by making it dynamic, surprising, and full of moments people will remember long after their journey.”
Qatar Duty Free’s success at the Global Travel Retail Awards reflects its ambition to lead the way in shaping the future of airport retail. By blending retail innovation with entertainment and world-class hospitality, QDF continues to deliver engaging concepts that enhance every stage of the passenger journey through Hamad International Airport.
