Events boost for Qatar's F&B sector

Major events such as the recently concluded Qatar Toy Festival (QTF) proved to be a boon for the country’s food and beverage (F&B) sector, injecting much-needed energy into an otherwise typically slow summer season.

“We were already expecting a decline in orders in early July and were thinking of other marketing strategies to increase our sales,” a pastry chef from a leading pastry and gastronomy art shop in Doha told 'Gulf Times'.

“But the organising of QTF this summer helped us a lot,” he stressed, noting a considerable increase in demand for cakes, breads, and other popular pastries – a trend echoed by other F&B vendors operating at the festival.

QTF, held at the Doha Exhibition and Convention Centre from July 15 to August 14, attracted more than 100,000 visitors from Qatar and neighbouring GCC countries, especially Saudi Arabia. The recent Visit Qatar initiative was significantly larger than its previous edition, occupying a 17,000sqm area and featuring a diverse selection of cuisines offered at its various F&B outlets. QTF, which is expected to be an annual event in Qatar’s tourism calendar, serves as a vital hub not only for fun and entertainment but also for supporting local businesses and fostering economic growth.

It is learnt that this influx of tourists, families, and children translated into a significant surge in sales for F&B outlets, particularly those specialising in pastries and baked goods.

Summer typically marks an off-peak season for many F&B businesses, with fewer events and gatherings. However, major events like the QTF, with its wide range of live shows and exclusive activations attract a diverse crowd, boosting both foot traffic and spending on F&B.

“QTF helped us to further promote and market our products not only to residents here but also to visitors from other countries,” the pastry chef added, expressing optimism for continued strong sales throughout the summer.

A café staff shared similar sentiments, highlighting the positive impact of major events on the F&B sector: “For smaller businesses like us and other bakeshops, which often rely on small gatherings and events during the summer months, festivals provide an excellent platform for increasing visibility and generating sales”.

Besides attracting more customers, she noted that participating in these events in Doha increases their credibility, particularly for social media followers.