International Duty Free Shops embarks on ambitious expansion and renovation program
Artistic renderings of International Duty Free Shops’ new “Grab & Go” concept. It will be situated across from the retailer's Terminal 2 Fashion Boutique at Casablanca Airport
From humble beginnings with a single store in 1989, Morocco’s International Duty Free Shops (IDFS) has grown to become the country’s premier travel retail operator, with presence in ten major airports and 25 shops across the country. The company was the pioneer of duty free shopping in Morocco and maintained its position as the sole duty free operator in the country for many years.
“We are celebrating our 35th anniversary next year, which is an achievement that we’re proud of,” says Anthony Courchet, General Manager of IDFS. “To mark this milestone, we will align with the Kingdom, as there are many new developments happening in Morocco. We want to make our stores an integral part of the tourism experience.”
The anniversary celebrations will feature a series of events engaging customers, partners and employees, with detailed plans expected to be unveiled by the end of November.
Expansion and renovation
IDFS is currently implementing a comprehensive renovation strategy across its duty free shops. A major focus is Casablanca Airport, where significant changes are underway. The company has closed its Terminal 1 transit shop and will reopen a new “Grab & Go” concept across from its Terminal 2 Fashion Boutique. This strategic relocation will be followed by an expansion and renovation of the Fashion Boutique itself, creating what the company envisions as a “Fashion Avenue.”
“Construction will begin before the end of the year, with completion and opening scheduled for Q1 2025,” Courchet says. “The new location will effectively capture passenger flows from both terminals, with one side serving passengers from the T1 bridge and the other side serving T2, with transit passengers in the middle, offering a brand new fashion experience.”
The company is also exploring opportunities at Rabat Airport’s new terminal, with ongoing discussions with ONDA (Office National Des Aéroports) regarding new retail space. Additionally, the Agadir location will undergo a refresh before the end of 2024.
Anthony Courchet, General Manager of IDFS
Strong market recovery
The expansion comes amid robust recovery in Morocco’s travel industry. “Most Moroccan airports are registering double-digit growth compared to 2023, with the exception of Casablanca, which maintained single-digit growth,” notes Courchet. “This resurgence is driven by a combination of pent-up demand, improved travel conditions and effective promotional strategies by the Moroccan government and tourism stakeholders.”
IDFS has observed significant shifts in consumer preferences, particularly in health and wellness products and sustainable offerings. Tobacco remains the primary sales driver, with the category adapting through the introduction of reduced-risk products. The perfumes & cosmetics category has expanded with new partnerships, including an exclusive arrangement with Bath & Body Works and the introduction of Payot, both aligned with growing demand for sustainable products.
Digital enhancement
Looking ahead, IDFS is strengthening its digital presence with plans to launch an enhanced online shopping platform by the end of 2024. The platform will be optimized for both desktop and mobile devices, offering detailed product descriptions and high-quality images to enhance the online shopping experience. The company has also increased its social media engagement through targeted campaigns and influencer partnerships.
This digital push is complemented by the company's strengthened commitment to sustainability. IDFS has implemented energy-efficient technologies and waste reduction programs across its operations, demonstrating its dedication to environmental responsibility.
Market relevance
In-store experiences have been enriched with cultural elements, including the incorporation of traditional Moroccan “moucharabieh” designs in different locations. During the festive season, the company creates unique experiences by combining local culture with holiday themes, such as using Moroccan tents instead of traditional Christmas market setups.
This cultural integration extends to staff training programs, where employees are specially trained to be knowledgeable about exclusive Moroccan products. IDFS actively seeks feedback from tourists and local stakeholders to continuously refine its offerings and better align with Morocco's tourism vision.
“We put a lot of work into keeping ourselves relevant in the market,” Courchet emphasizes. “We are professionals; we keep the passenger happy, offering great spaces with items that the customer is looking for.”
And thanks to a strong partnership with ONDA, IDFS is well positioned to continue its growth trajectory. The company’s focus remains on enhancing customer experience through experiential retail, strategic pricing and promotions, while maintaining its commitment to sustainability and local product development.
