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Qatar has spent the past decade expanding its hospitality industry, with new luxury hotels, restaurants and a growing number of international visitors. But attracting tourists is only part of the challenge. How do you give them a reason to return?
In this episode of CULT, Aadel Haleem visits Hospitality Qatar 2026, where 120 companies are showcasing the latest developments in the industry, from food and equipment to technology.
Hotel operators explain why travellers increasingly want more than just a comfortable room, what surprises first-time visitors and how Qatar is attracting guests from new international markets.
We also meet Spanish businesses exploring opportunities in Qatar, including a Barcelona-based technology company working with Visit Qatar to help tourists discover lesser-known attractions through rewards and incentives.
With more than five million international visitors in 2025, the focus is shifting towards creating experiences that make people want to come back.