Qatar’s position as a rising player in global tourism is no longer just aspirational—it’s strategic. Once considered a brief stop en route to other destinations, the Gulf nation is leveraging its global air connectivity, world-class infrastructure, and cultural capital to turn transit travellers into active tourists.

“Before 2015, visitors were primarily business travellers or passengers in transit with no plans to engage with the city,” says Abhishek Dadlani, founder of luxury travel brand Lushescapes. “But perceptions have shifted over the past decade, especially since the 2022 FIFA World Cup. We’ve seen an uptick in clients actively asking about Doha as part of their Middle East itinerary.” 

Dadlani says interest in Qatar has evolved from passive curiosity to purposeful engagement, driven by its architecture, museums, culinary experiences, and high-end hospitality offerings.

Andrew Baturin, CMO at Tumodo, notes a similar trend in business travel, particularly among European and US corporate clients. “Qatar is naturally positioned as a hub between Europe, Asia, and Africa, which makes it attractive for stopovers. European and American travellers often combine business meetings with short leisure breaks. In contrast, travellers from markets like India and Indonesia see it as an accessible way to experience the region,” he says.

“Qatar has capitalized on this through premium transit services, luxury hotels, a reputation for safety, and strong global connectivity via Qatar Airways.”

QATAR’S STOPOVER STRATEGY

Qatar Airways’ stopover program is a major driver of this momentum, which offers curated packages for layovers ranging from 12 to 96 hours. These include hotel stays, tours, and airport transfers—all designed to encourage passengers to explore Doha instead of waiting at the terminal.

The numbers tell a compelling story. 

In 2024, Qatar Airways carried 40 million transit passengers—or 20 million unique individuals, assuming round trips—through Hamad International Airport (HIA), according to Professor Alexis Antoniades, Director of International Economics at Georgetown University in Qatar. 

“If just 5% of those passengers convert into short-stay tourists, that’s an additional 1 million visitors annually,” he says.

As awareness of the program grows, Antoniades sees an opportunity to sustain and double or triple conversion rates. The potential benefits are manifold: increased spending in hospitality, food and beverage, retail, and culture; deeper brand awareness for Qatar; and stronger positioning in the global travel economy. “Indirectly, these efforts support Qatar’s diversification goals by attracting more talent, investment, and business,” he adds.

THE LAYOVER EXPERIENCE IN ACTION

These benefits are already being felt on the ground. Osama Sarhan, Regional Director at Platinumlist overseeing Qatar and other GCC markets, says travellers on short stopovers show strong interest in flexible formats like city festivals, cultural experiences, and quick excursions within a 6–12-hour window. 

“The pre-arranged transfers included in many stopover packages, such as complimentary three-hour city tours, make spontaneous visits seamless,” he says.

Premium leisure travellers, especially those flying in first, business, or premium economy class from Europe, North America, Southeast Asia, and Australia, are leading the uptake. 

Notably, strong interest comes from the UK, Germany, and Switzerland, and increasingly from affluent professionals across the GCC and the Indian subcontinent. 

Even digital nomads and young travellers from Malaysia and Indonesia are using short layovers as opportunities to experience a new city in under 24 hours. GCC-based families, meanwhile, often build in stopovers for a night or two to enjoy high-end accommodation and quality time.

WHAT’S HOLDING IT BACK? 

While the program draws attention, experts agree that its full potential is being realized. “Awareness is still the biggest barrier,” says Professor Antoniades. “Many transit passengers don’t know these options exist or assume they’re difficult to access.” He believes increased social media visibility and promotion by Qatar Tourism and Qatar Airways is accelerating uptake.

Dadlani agrees, noting that many passengers are unaware they can leave Hamad International Airport without complication, even for just a few hours. Baturin adds that although visa policies have improved, they vary across nationalities and complicate the user journey. For price-sensitive travellers, the value of a premium stopover isn’t always clearly communicated.

Logistical ease is key. Time-strapped travellers care about speed and simplicity, says Dadlani. That means dedicated meet-and-greet services, express transport, multilingual guides, and seamless re-entry into the airport.” He points to Qatar’s successful coordination during major international events as a model to replicate.

Experts emphasize the need for collaborative storytelling, from tourism boards and airlines to cultural curators and hospitality providers. “Qatar has to reposition itself not just as a transfer point, but as a destination worth the stop,” says Baturin.

Antoniades echoes the importance of multi-stakeholder alignment. He says regular input from F&B, hospitality, retail, and cultural spaces such as museums will add great value, and this level of coordination will help make the stopover experience richer and more widely adopted.

FOR THE GREATER GOOD OF THE GULF

Qatar’s stopover model could also benefit the broader region. “We don’t need to take business away from other hubs like Dubai,” says Professor Antoniades. “There’s so much growth in Gulf travel overall. Many visitors who choose a stopover in Doha may have already been to Dubai—or vice versa.”

Sarhan agrees, pointing to Hamad International Airport’s record 52.7 million passengers in 2024—a 15% increase from the previous year. “Even a conservative 5% uptake in stopover packages would represent over 2.5 million additional visitors and tens of millions in tourism revenue,” he says. 

The infrastructure is in place because Qatar’s 96-hour transit policies already allow short stays without additional visa processes.

Antoniades sees these programs as not a zero-sum game but a rising tide lifting all boats. “The impact on the GCC,” he says, “is greater than the sum of its parts.”