Hamad International Airport (DOH), already known as one of the world’s most luxurious and efficient travel hubs, has officially opened its newest expansion: the state-of-the-art Concourses D and E. This landmark development not only enhances Qatar’s aviation capabilities but also opens up a wealth of new opportunities for global brands seeking to reach high-value travellers across the Gulf.

A Significant Expansion for the Region

The addition of Concourses D and E forms part of a major expansion project first announced in 2018. With these new concourses now operational, the airport has boosted its passenger capacity to over 65 million travellers annually. The expansion adds an extra 125,000 square metres of terminal space, bringing the total to 845,000 square metres.

These concourses include 17 new contact gates, allowing more aircraft to board passengers directly via air bridges and minimising the need for bus transfers. The new facilities have also introduced more aircraft parking stands, additional screening areas, and faster immigration checkpoints – all designed to ensure smoother and more enjoyable journeys.

From a technology standpoint, passengers will benefit from self-boarding gates, biometric facial recognition, and automated document validation. These enhancements are expected to reduce queuing times and streamline the entire travel experience.

A World-Class Commercial Experience

In addition to the infrastructure upgrades, Hamad International Airport has expanded its award-winning retail and dining offer. Qatar Duty Free has launched over 10 new outlets within the concourses, covering more than 2,700 square metres of high-end shopping and food and beverage space.

Whether it’s international fashion, luxury watches, electronics or gourmet treats, the airport continues to deliver a shopping experience on par with top-tier malls. This creates an ideal backdrop for high-impact airport advertising, where footfall is both high and dwell time is extended.

Sustainability and Inclusivity at the Core

Qatar’s commitment to sustainability is evident throughout the expansion. The new concourses are targeting a 4-Star GSAS (Global Sustainability Assessment System) rating and are built to meet LEED Gold Certification standards. These efforts include energy-efficient lighting, enhanced HVAC systems, and responsible water usage infrastructure.

Importantly, the concourses also follow universal design principles, ensuring accessibility for all passengers. This inclusive approach further cements Hamad International Airport as a global benchmark in modern airport design and passenger care.

A Game-Changer for Airport Advertising

For brands looking to establish a strong presence in the Gulf region, the expansion of Hamad International Airport creates a major new opportunity. With more flights, more travellers, and more time spent inside the terminal, advertisers now have an expanded canvas to engage international and regional audiences.

The layout of Concourses D and E has been designed to integrate large-format digital screens, illuminated panels, and interactive media units in high-footfall zones such as duty free areas, food courts, and boarding zones. These placements are ideal for brand storytelling, product launches, and driving high brand recall at a moment when travellers are most alert and receptive.

In addition, programmatic advertising is gaining traction in airports like DOH. This allows advertisers to tailor content in real time based on audience demographics, time of day, or even flight origin – giving campaigns a level of precision never before possible in traditional OOH.

Connecting the Region’s Airport Network

The developments at DOH are part of a wider trend across the Gulf, where major airports are scaling up to capture global traffic and deliver premium passenger experiences. At Gulf Airport Advertising, we work with key regional hubs including Dubai International (DXB), Zayed International (AUH), and King Khalid International (RUH), offering a range of advertising formats tailored to each location.

Hamad’s expansion now places it firmly alongside these leading airports not only as a travel hub, but as a strategic platform for premium brand campaigns.

Final Thoughts

The launch of Concourses D and E at Hamad International Airport is more than an infrastructure milestone – it’s a clear signal of Qatar’s intent to lead on innovation, hospitality, and commercial opportunity in aviation.

As travellers return in record numbers and the region cements its role as a global connector, now is the time for brands to explore the potential of airport advertising across the Gulf. With expanded space, better visibility, and a luxury environment, the new DOH concourses offer exactly the kind of high-impact exposure modern campaigns need.