Doha Port Grand Terminal Building

How to create a world-class welcome and inspire tourism at the new Doha Port?

Imagination was commissioned to design the new Doha Port Grand Terminal into an immersive Visitor Centre that promoted Qatar’s diverse tourism offerings to the visitors of the world cup. Working alongside the I-Mar Group, our team led on the experience design and content creation of the destination.

To design an immersive visitor centre at the heart of the new Doha Port Grand Terminal, welcoming arrivals with an engaging showcase of Qatar’s destinations, cultural attractions, and unique visitor experiences.

A fast-tracked global welcome

To meet the deadline of the 2022 Qatar World Cup, we designed the initial concept proposal in just one week and launched the on-site build seven weeks later. The goal was to showcase a world of opportunity, celebrate a unique moment in the history of Qatar, and open the doors to a country of amazing moments yet to be discovered. The experience was available to cruise ship fans, local residents, expats, and international travellers.

Three zones of discovery

Imagination designed an immersive visitor journey by dividing the Visitor Centre into three distinct zones, each celebrating a core theme – Adventure and Exploration, Nature and Wellbeing, and Culture and Discovery. Through striking imagery and dynamic video content, the experience primarily inspired excitement with Qatar’s vast offerings, guided visitors toward activities that reflected their interests, and ultimately encouraged engagement by enabling seamless booking through their smartphones.

Digital experience, seamless booking

To make the journey interactive, we collaborated with our Sydney office to design and develop content incorporating QR codes. This partnership allowed visitors to instantly scan and explore more about each adventure and book their activities of most interest, putting the visitor directly in control.

For the audience

The Doha Port Grand Terminal welcomed thousands of people into Doha and the experience offered an insight into Doha’s offering that exceeded their expectations.

For the brand

Our team helped Qatar address traveler anxieties and ensure perceptions were significantly positive. By designing an experience that drew cultures together and encouraged visitation to Qatari landmarks, we contributed to building a positive impression on arrival of the country beyond the football tournament.