Collaboration and optimism set tone as MEADFA opens record-breaking Dubai conference

The 23rd MEADFA Conference opened in Dubai with a record attendance, marking a defining moment for the Middle East and Africa’s travel retail community. More than 700 delegates gathered as MEADFA President Abdeslam Agzoul delivered an address underscoring collaboration, growth and shared purpose across a diverse and fast-developing region.

“This is the largest attendance we have ever welcomed to a MEADFA Conference, which is a source of great satisfaction for us all,” said Agzoul, who also serves as CEO Middle East & Africa at Avolta. He described the turnout as evidence of both the industry’s resilience and Dubai’s enduring status as “perhaps the capital of duty free in the region.” He paid tribute to Dubai Duty Free’s leadership, thanking Managing Director Ramesh Cidambi and his team for their hospitality, and remembering the late Colm McLoughlin for his contribution to the industry.

A balanced board

Agzoul acknowledged the work of his predecessors, including Haitham Al Majali of Jordanian Duty Free Shops, Sherif Toulan of IDF Egypt and Rob Marriott, formerly of ARI. He highlighted MEADFA’s Board as a reflection of both experience and renewal, and welcomed Vice-Chair Chichi Maponya of Africa Travel Retail as a key addition.

“Our association’s strength is its diversity,” he said. “If we are to be effective in our effort to promote the industry in a large and varied region, we have to show that we are truly representative of the entire market.”

Membership now exceeds 70 companies across the Middle East and Africa. Roger Jackson and the membership committee have helped drive new enrollments, while advocacy, training and ESG have become defining pillars of MEADFA’s activity. Agzoul pointed to the work of Juno Amaral and the advocacy working group in monitoring policy developments that could affect members’ businesses.

ESG and skills development

Training remains central to MEADFA’s mission, with four seminars held this year for more than 100 employees from member companies.

Agzoul also praised the efforts of Dr Munif Al-Munif, whose leadership has delivered MEADFA’s ESG Charter for Action, designed to encourage collaboration on sustainability goals across the association. “You will hear more on this important field from Dr. Munif tomorrow,” he said.

Opportunity amid uncertainty

While acknowledging global challenges, Agzoul emphasized that the region’s fundamentals remain strong. “There is understandable concern for the short-term future of our industry,” he said. “But the facts suggest that there has never been a more exciting time to invest in travel retail in the Middle East and Africa.”

He cited Dubai International Airport’s record traffic in 2024, when it retained its position as the world’s busiest airport for international passengers, reaching 46 million travelers in the first half of the year. “DXB will surely break 100 million passengers very soon,” he added.

Expanding regional horizons

The President highlighted the launch of Al Waha Duty Free, the first Saudi-owned operator, as evidence of the Kingdom’s potential. “Al Waha will help ensure the Kingdom fulfils its undoubted potential in travel retail,” he said. He also noted progress at Riyadh Air, which is expanding international connectivity from its Saudi base.

Across Africa, investment in airport infrastructure is accelerating. Agzoul referenced Morocco’s Airports 2030 strategy, designed to modernize Casablanca, Marrakech, Fès, Tangier and other key hubs. In Egypt, government plans to privatize 11 airports aim to enhance infrastructure and boost tourism appeal.

“I don’t have to go into detail on the many exciting projects happening in Africa, from Cameroon to the Iberian coast, from Rwanda to Mauritius or from Ethiopia to Angola,” he said. “We at MEADFA are determined to play our part in the development of travel retail across the continent.”

Building partnerships

The conference welcomed special guests Mr. Ali Tusi, Secretary General of ACI Africa, and Teddy Soobramanien, CEO of the COMESA Business Council. “Your presence here is much appreciated,” said Agzoul. “We will continue to work closely with you and your members to promote our industry and elevate the passenger experience in Africa.”

As he outlined his ambitions as President, Agzoul reiterated his vision for MEADFA to be “the home of the travel retail industry in the Middle East and Africa.” The association, he said, should welcome not only retailers and brands but also airports, airlines, maritime companies and other stakeholders.

“There is an increasing understanding that if we are to adapt to a changing world and to the needs of an emerging generation of travelers, we cannot work in a vacuum,” he said. “We need to ensure greater understanding and more meaningful cooperation between industry stakeholders to capitalize on the developments I mentioned earlier.”

Shared purpose

That spirit of collaboration was central to Agzoul’s message. “Yes, many of us in this room are competitors, but we face the same challenges,” he said. “By pooling our resources and experiences, and those of our business partners, we have a much greater chance of overcoming those challenges.”

He closed by thanking sponsors for their continued support and encouraged delegates to use the conference as a platform for dialogue and partnership. “This event gives us an opportunity to exchange ideas and confront issues, as well as to renew old friendships,” he said. “Let us use that opportunity to improve.”