Doha, Qatar; 2 August 2026: Doha Festival City, Qatar’s leading retail, leisure and lifestyle destination, has announced a combined investment of up to QAR 400 million by Doha Festival City and participating retail partners to deliver its most ambitious transformation since opening. The programme reflects the destination’s long-term confidence in Qatar’s economic growth and retail sector, reinforcing its commitment to continuously elevate the customer experience while shaping the next generation of retail destinations in the country.

The transformation will introduce a comprehensive enhancement of the mall environment, improving comfort, accessibility and convenience for visitors.

Alongside the refurbishment programme, Doha Festival City will continue to strengthen its position as Qatar’s home of first-to-market retail concepts through an exciting evolution of its tenant mix. Major additions include Primark’s first store in Qatar, Ulta Beauty, and Zara’s flagship expansion and refurbishment, together with a curated pipeline of international and regional brands that will further enrich the mall’s retail offering and reflect Al-Futtaim’s role in managing the destination and leading its long-term strategy and enhancement plans.

A key pillar of the transformation will be a comprehensive evolution of the mall’s dining experience, introducing new F&B concepts across casual dining, cafés and elevated culinary concepts. The new strategy will create distinctive social destinations that encourage longer dwell times while catering to the evolving lifestyle expectations of residents and international visitors alike, further positioning Doha Festival City as Qatar’s leading lifestyle destination beyond traditional retail.

Complementing the physical transformation, Doha Festival City will introduce a targeted suite of AI-powered solutions improving operational efficiency and the overall visitor experience. These include an AI Concierge, AI-enabled Facilities Management (CAFM), intelligent environmental monitoring and climate optimisation systems, together with a smart parking management platform providing real-time guidance, improved traffic flow and a more convenient arrival experience.

The destination will also introduce Festival Touch, a new hospitality philosophy centred around personalised service, thoughtful interactions and memorable moments that create meaningful emotional connections with every guest.

Commenting on the announcement, Hayssam Hajjar, Executive Director – Malls & Retail Assets, Al-Futtaim Real Estate, said: ” The combined investment by Doha Festival City and participating retail partners represents far more than a refurbishment programme. It reflects the destination’s long-term belief in Qatar’s economy and the continued strength of its retail and tourism sectors. As consumer expectations evolve, our responsibility is to continue leading the market by creating destinations that inspire people to visit more often, stay longer and enjoy richer experiences”.

He continued: “Through this transformation, we are redefining every stage of the customer journey, introducing new retail concepts, world-class dining experiences, intelligent technologies and enhanced hospitality that will set new benchmarks for destination retail in Qatar. Doha Festival City has always been at the forefront of innovation, and this investment reinforces our commitment to shaping the future of retail while supporting Qatar National Vision 2030 and the country’s continued economic growth.”

The forward-looking endeavour underscores Al-Futtaim’s role in managing and enhancing leading retail destinations across the region, aligning them with evolving retail, leisure and lifestyle trends while staying ahead of shifting customer expectations.

In 2025, Doha Festival City welcomed 20 million visitors and was recognised as the Premier Shopping Mall Experience at the Qatar Tourism Awards for the second time. These targeted enhancements ensure that Doha Festival City remains a vibrant lifestyle hub where next-generation experiences naturally meet sustainable design.