Doha, Qatar: Qatar Airways has announced its first digital destination, QVerse Island, in Fortnite, one of the world’s most popular digital environments. QVerse Island reimagines Qatar’s capital, Doha, by offering travelers a new immersive way to explore the city while experiencing the airline’s branded experience.

The game begins at Hamad International Airport, where players can interact with Samah, Qatar Airways’ digital flight attendant, and explore various locations, including ‘The Orchard’. Once on the island, players will tour Doha’s landmarks and other iconic attractions, taking on fun-packed mission-based challenges with Sama as their guide. The island is also dotted with hidden spots where players can discover “Golden Tickets” that give them the chance to win travel rewards and airline tickets.

Sama is a prominent digital figure across Qatar Airways’ platforms and plays a central role as an inworld guide on QVerse Island. Her presence in Fortnite strengthens the continuity of Qatar Airways’ digital identity, which includes the airline’s immersive web experience, QVerse, online brand storytelling, experiential activations and interactive environments. By coaching players, Sama is bringing the airline’s brand into the new digital space.

Travel intentions are increasingly shaped through a variety of digital channels, including social media platforms and immersive gaming environments. Qatar Airways is extending its presence into such ecosystems through QVerse Island, actively engaging with travelers long before they are looking for their next journey. By introducing Doha within Fortnite, the company is ushering in a new era where virtual adventures become tangible travel experiences and perks.

The announcement comes in line with Qatar Airways’ growing investment in next-generation digital experiences, including the rollout of Starlink connectivity, which will be the fastest on a widebody aircraft.

Together, QVerse Island, Sama and Starlink represent the airline’s commitment to creating a connected, digital and intuitive travel experience that begins long before takeoff.