IDFS accelerates Morocco modernization ahead of World Cup

Rebuilding with purpose defines International Duty Free Shops’ (IDFS) current phase of transformation. The company’s modernization drive, centered on store innovation, brand partnerships and digitalization, reflects both Morocco’s infrastructure momentum and the company’s long-standing role in shaping the nation’s duty free landscape.

“We’re rebuilding, but also preparing for the future,” says Christopher Tantoco, President, IDFS. “Morocco is entering a major growth cycle, with airport renovations and new routes opening ahead of the African Cup of Nations this December and then the 2030 World Cup. It’s the right time to elevate everything we do.”

The African Cup of Nations (AFCON), running from December through January, is expected to lift passenger traffic by about 16%. A similar increase is forecast annually leading up to 2030 as airport expansion projects move forward, from Casablanca to Tangier.

Casablanca milestone

Casablanca Airport remains the centerpiece of IDFS’ operations. This December, the retailer will unveil its new upscale Fashion Avenue concept in Terminal 2, more than doubling its space.

Fashion Avenue introduces an elevated design aesthetic for Morocco Duty Free, with marble flooring, curved grey walls and chrome accents reflecting the company’s brand identity. “It’s a modern, elegant space designed to create a premium shopping experience,” says Tantoco.

The boutique will feature new-to-market brands such as Michael Kors and Coach, alongside strengthened partnerships with existing fashion labels. The opening marks a strategic move to position Casablanca as a fashion-forward hub within IDFS’ network, reinforcing the airport’s role as Morocco’s business and travel gateway.

Adjacent to the boutique, IDFS recently opened a new Transit Shop in Terminal 2, its first dedicated grab-and-go concept. The store serves transit passengers with a comprehensive range spanning traditional Moroccan merchandise, tobacco, liquor, perfume, confectionery, travel accessories and souvenirs. “The new transit boutique complements Fashion Avenue perfectly, creating a connected retail flow for passengers on the move,” says Tantoco.

Marrakech momentum

IDFS’ next major project is in Marrakech, Morocco’s top-performing location. The airport’s main duty free store will undergo renovation with the Fashion Avenue concept adapted for local design sensibilities.

“The Marrakech flagship will integrate the same premium fashion environment that we’re introducing in Casablanca,” says Tantoco. “About one-third of the existing 1000-square-meter space will be redesigned to reflect this concept.”

Marrakech’s performance highlights shifting dynamics in Morocco’s air travel. Historically, Casablanca dominated IDFS’s sales, but rising tourism and new direct routes have boosted other cities. “Today, places like Marrakech are the main benefactors of this tourism boost,” notes Tantoco.

The change reflects a broader transformation in accessibility. Agadir has benefited from increased connectivity, with Royal Air Maroc and Ryanair adding routes and capacity ahead of the 2025 summer season.

Promoting Moroccan excellence

Beyond infrastructure and international brands, IDFS is championing local creativity through its new campaign, “Take the Beauty of Morocco with You.” The initiative highlights emerging Moroccan beauty and fragrance labels that blend tradition with modern luxury.

Featured brands marocMaroc, Hendiya and Makaan Perfumes represent the new generation of Moroccan entrepreneurship. Well-established brand marocMaroc brings spa-inspired sophistication that reinvents Moroccan beauty rituals and celebrates a contemporary art of living, with precious Moroccan ingredients sublimated by French cosmetic expertise. Hendiya builds its skincare around the country’s prized prickly pear oil and women-led cooperatives, while Makaan crafts perfumes inspired by the character of Moroccan cities.

“This campaign is close to our hearts,” says Tantoco. “It celebrates Morocco’s identity, sustainability and craftsmanship while empowering women founders who are redefining the country’s beauty industry.”

The promotion aligns with national tourism initiatives spotlighting “Airports of Morocco,” the new brand identity replacing ONDA. The rebrand, along with expanded flight networks and airport refurbishments, reflects a country repositioning itself for global visibility ahead of 2030.

Expanding brand partnerships

In parallel with the Fashion Avenue openings, IDFS is extending its collaboration with Lacoste, introducing new boutiques in both Casablanca and Marrakech. The Marrakech store reopened in October 2025 with the brand’s latest retail design, while a Lacoste corner will debut in Casablanca this December as part of the Fashion Avenue launch.

“These openings reinforce our commitment to international brand partnerships,” says Tantoco. “They also show how our retail concepts are evolving with each airport’s identity.”

Digital transformation

Digitization is another pillar of IDFS’ growth strategy. The company is introducing more digital and interactive elements across its stores to enhance product visibility and create smarter, more connected spaces. “We’re investing in digital infrastructure to strengthen our retail storytelling,” says Tantoco. “AI integration will follow, but we’re taking a step-by-step approach.”

By pairing modernization with heritage, IDFS is ensuring its growth remains grounded in Moroccan identity. “We’ve been in partnership with Morocco for 36 years,” says Tantoco. “We’ve grown with the country, and now we’re entering a new chapter – one defined by innovation, collaboration and national pride.”