Avolta’s strategic focus into Tunisia: A conversation with Luis Marin
Luis Marin, President and CEO of EMEA at Avolta, shares the company’s strategy for expanding into the Tunisian market
As reported in January, Avolta announced that it secured a contract to operate 15 stores across five key airports in Tunisia, marking its entry into the North African country’s travel retail market.
These new retail outlets are set to open in five of Tunisia’s major international gateways: Tunis-Carthage, Djerba-Zarzis, Sfax-Thyna, Tozeur-Nefta and Tabarka-Aïn Draham, establishing Avolta’s first operational presence in the country and replacing the previous operator, ATU Duty Free, within these specific locations.
This move aligns with Avolta’s Destination 2027 strategy and positions the company to serve nearly 80% of Tunisia’s air travelers, signaling a new phase of retail and passenger experiences in this pivotal Mediterranean and African hub.
We spoke with Luis Marin, President and CEO of EMEA at Avolta, to dive deeper into the company’s vision and strategy behind this major expansion into Tunisia.
Tourism rebound anchors market potential
With well-established operations in neighboring Morocco and Egypt, plus more than three decades of experience across the continent overall, Avolta confidently views Tunisia as a strategic addition to its regional presence. “Tunisia is one of the biggest and most dynamic travel retail markets in the Mediterranean corridor and in Africa,” notes Marin.
A rendering of the core duty free store at Tunis-Carthage International Airport, designed to evoke a strong Tunisian sense of place
While Tunisia’s tourism sector faced setbacks over the past decade, from the 2011 Arab Spring revolution to the 2015 attacks in popular destinations such as Tunis and Sousse, the outlook has dramatically improved in recent years, supported by a global rebound in travel following the pandemic.
Marin points to the government’s National Sustainable Tourism Strategy 2035 as an important driver in the sector’s renewed momentum, which aims to position Tunisia as one of the world’s most competitive and environmentally responsible destinations. “This initiative is expected to draw new and high-value segments of travelers to Tunisia,” he says, noting that tourism remains central to the country’s economy and cultural identity.
For Avolta, the combination of a stabilizing economy with an ambitious tourism roadmap made the timing just right. “We are building our presence in one of the Mediterranean Sea’s main tourist destinations and we aim to showcase Tunisia as one of the region’s most premium travel destinations,” states Marin.
Signs of progress are already visible. Last year, these five airports managed by the Office de l’Aviation Civile et des Aéroports (OACA) welcomed approximately 9 million international passengers. And Tunisair, the country’s national carrier, is currently modernizing its fleet and expanding its route network, increasing connectivity across Europe and West Africa.
A preview of the core duty free store at Djerba-Zarzis International Airport, where a full range of products meets a curated shopping experience inspired by Tunisia’s unique spirit and culture
Avolta’s expansion into Tunisia is also set to enhance procurement networks, streamline supply chains and increase access to commercial data and a skilled talent pool. “Tunisia also offers us exposure to new customer profiles in North Africa, as well as some new European nationalities,” adds Marin.
Curating a uniquely Tunisian retail journey
As part of its Destination 2027 strategy, Avolta is focused on designing stores that reflect the DNA of their respective airports and cities. This means combining international retail concepts with local flavors and specialties, while integrating digital innovations and new technologies wherever possible.
While the new stores will offer the full range of duty free categories, from fragrances and cosmetics to spirits, tobacco and confectionery, Avolta is equally focused on embedding the spirit and character of Tunisia into the shopping journey.
“Tunisia has a strong heritage and culture,” Marin explains, highlighting the country’s varied landscape, ranging from its Mediterranean coastline to sweeping mountain ranges and vast expanse of the Sahara Desert. “Avolta wants to represent all of these elements in its operations. We want to offer products that remind travelers of the local culture, and to deliver customer service that reflects the hospitality and generosity of Tunisians.”
Avolta’s proprietary wellness and beauty concepts, Haute Perfumerie and Mind, Body & Soul, are set to launch across its new Tunisian retail locations
Avolta will also introduce digital-first retail experiences and deploy its proprietary wellness and beauty platforms, Mind, Body & Soul and Haute Parfumerie, which are designed to cater to the needs of today’s travelers who increasingly seek sophisticated wellbeing products.
As with all its global locations, Avolta’s focus will remain customer-first in Tunisia. “We will continue to put the customer at the heart of everything we do,” concludes Marin. “Our main aim is to make travelers happier.”
