MEADFA’s Next Chapter: Collaboration and Growth Ahead in a Conversation with New President Abdeslam Agzoul

Since its founding in 2001, the Middle East and Africa Duty Free Association (MEADFA) has served as an important voice for duty free and travel retail across the Middle East and Africa, bringing together regional players to promote growth and collaboration.

Now, ​​newly appointed MEADFA President Abdeslam Agzoul leads the charge through a time of shifting market dynamics and evolving traveler expectations. With more than 20 years of experience in travel retail and hospitality, including senior roles across Europe, the Middle East and Africa, Agzoul plans to expand MEADFA’s membership, raise the region’s profile internationally and make ESG an industry priority. Speaking with Global Travel Retail Magazine (GTR Magazine) ahead of the TFWA World Conference and Exhibition in Cannes, Agzoul outlines his vision to strengthen collaboration, bridge global and local priorities and drive sustainable growth across the region.

GTR Magazine: Congratulations on your appointment as President of MEADFA! Can you share a bit about your professional journey in travel retail and what drew you to this industry?

Agzoul: Thank you very much. I feel truly honored to serve MEADFA in the position of Chairman. I began working in travel retail and hospitality over 20 years ago in Barcelona, starting in a business controlling role with the Areas Group. Since then, I’ve had the opportunity to take on various roles across different companies and countries. I first joined Avolta in 2006 and remained until 2016, before returning in 2023 as CEO for the Middle East and Africa.

What has always drawn me to this industry is the spirit of travel itself – particularly the discovery of cultures and the rich histories of different regions. Travel retail is a unique window to the world, constantly evolving and offering new perspectives through the diversity of our customers.

GTR Magazine: As you begin your new term, what are your main goals for MEADFA and how do you envision working to achieve them?

Agzoul: Over the next two years, I plan to focus on a few priorities. One is strengthening our organization by attracting more members (especially larger players) and providing meaningful support to all members, with a particular focus on small and independent operators. Another is establishing a strong and unified position at the upcoming MOP4 gathering to ensure our industry is recognized as clean, transparent and collaborative. I also plan to elevate ESG as a central pillar of our industry by implementing the ESG charter and ensuring that Africa is given the visibility and recognition it deserves within the global travel retail landscape.

To achieve these goals, reinforcing the role of the MEADFA Board and empowering our technical committees – the backbone of MEADFA – will be essential. Increasing engagement with key stakeholders and partners – including industry associations, landlords, and regulatory bodies such as ACI and Customs authorities – will also be a priority. We will also need to improve communication with our members to ensure alignment, transparency, and shared progress.

GTR Magazine: You’re taking on this role at a time of rapid change. What are the most pressing priorities you believe MEADFA must address first and how do you plan to ensure member markets across the Middle East and Africa feel heard and supported?

Agzoul: One of our top priorities is to understand the latest trends in travel retail and the evolving expectations of new generations. In our region, this is especially relevant. Gen Z and Millennials are projected to represent over 70% of global travelers by 2040, and their behaviors and values are reshaping the industry.

We must also embrace technology and data as key drivers of business transformation. Leveraging insights and digital tools will be essential to staying competitive and relevant. We also want to bridge the gap between global and local. This means helping local operators become more globally connected, while encouraging international players to adapt more locally. This dual approach will strengthen the ecosystem across our diverse markets.

To ensure our members feel heard and supported, we plan to reinforce our communications through multiple channels, including our newsletter, regular town halls, and of course, our annual conference. We will also facilitate access to insights and studies that help members make informed decisions and stay ahead of trends. Last but not least, we plan to encourage deeper interaction within the community – between vendors and operators, and among peers – so that MEADFA becomes a true platform for collaboration and shared growth.

GTR Magazine: Given the diverse market dynamics across the Middle East and Africa, what do you see as the key similarities and differences within the region?

Agzoul: Despite their diversity, the Middle East and Africa share several important similarities. They both are massively investing in connectivity, particularly in air transport. Both regions are developing airport infrastructure, strengthening national carriers, and building ecosystems around airports. They are also working to improve mobility through supportive laws and regulations. Both regions also have young, mobile populations with strong aspirations for connectivity and travel and have held resilience in the face of geopolitical challenges. Over the past decade, both regions have demonstrated remarkable adaptability and strength. These shared traits create a strong foundation for growth.

GTR Magazine: How do these shared traits shape the main opportunities and challenges for businesses operating in the region?

Agzoul: I see three major opportunity areas in particular.

One is geography. Africa’s vast landscape demands improved mobility and infrastructure, and air travel is often the only viable solution. Similarly, in the Middle East, air travel remains the safest and most efficient mode of transport. The region’s strategic location as a bridge between East and West further reinforces its role as a global travel hub.

Another is demographics. Personal and family ties drive travel across both regions. With a predominantly young population, the potential for growth in air traffic is enormous. In Africa alone, over 95%of the population has never flown – representing a future market of 1.3 billion potential travelers.

Then there is growth potential. We are already witnessing the rise of a strong middle class in the Middle East. This trend is expected to continue, bringing increased demand for travel and retail experiences.

These dynamics present both opportunities and challenges. Businesses must adapt to local realities while leveraging regional strengths. The key will be to remain agile, inclusive, and forward-looking.

GTR Magazine: In what ways can MEADFA evolve its strategies to better foster collaboration, advance sustainability and drive meaningful outcomes across the region?

Agzoul: To move forward meaningfully, MEADFA must continue to strengthen collaboration with key stakeholders – particularly airports and landlords. We also need to work more closely with regulators to promote greater transparency and facilitate travel through improved visa policies, exchange controls, and passenger allowances.

At the same time, we must never lose sight of the customer. Customer-centricity should remain at the heart of every initiative – both within the industry and within MEADFA’s role as a catalyst and facilitator.

MEADFA’s various forums, and especially our annual conference, provide a vital platform for dialogue and alignment among stakeholders across the region.

I also want to pay special tribute to the efforts of the ESG Committee, under the leadership of Dr. Munif Mohammed. MEADFA has been a pioneer in sustainability, launching this journey years ago and achieving significant milestones. Importantly, we’ve succeeded in tailoring our ESG initiatives to reflect the unique needs and realities of our region, ensuring that sustainability is not just a global trend, but a locally relevant commitment.