Record-breaking MEADFA Conference highlights resilience and growth in Middle East and Africa travel retail
The Middle East & Africa Duty Free Association (MEADFA) Conference has made a triumphant return to Dubai, marking its biggest edition yet with a record-breaking attendance of approximately 700 delegates, according to the association’s President, Abdeslam Agzoul. The event, hosted at the InterContinental Dubai Festival City, is being hailed as a significant milestone for the industry, symbolising both the resilience and growth potential of the duty-free and travel retail sectors across the region.
Agzoul, delivering his welcome address for the first time as MEADFA President since his June appointment, expressed his satisfaction with the unprecedented turnout. He highlighted the strong underlying health of the Middle East and Africa industry and attributed part of this success to Dubai’s continuing appeal as a regional hub and the achievements of the event’s host, Dubai Duty Free. “This is the largest attendance we have ever welcomed to a MEADFA Conference, which is a source of great satisfaction for us all,” he said, paying tribute to the late Colm McLoughlin, a legendary figure in the industry.
The conference’s broad representation reflects the association's diversity and expanding reach across the Middle East and Africa, with members from numerous countries engaging in dialogue about key sector challenges and opportunities. Agzoul spoke about the ongoing political and economic complexities in the region but remained optimistic about the future, particularly noting new ventures such as Al Waha Duty Free in Saudi Arabia and emerging markets in Africa, including Morocco, Uganda, and Ethiopia. The improvement of connectivity and infrastructure in Africa was emphasised as crucial to the growth of travel retail there.
A key theme of the conference is cooperation among industry stakeholders as a critical strategy to navigate the ongoing uncertainties. “We need to ensure a greater understanding and more meaningful cooperation between industry stakeholders,” Agzoul urged. He noted that pooling experiences and resources presents the best chance of overcoming persistent challenges, with the conference serving as a platform to exchange ideas and confront issues head-on.
This event, managed by the Tax Free World Association (TFWA), has become a focal point for the travel retail community in the region. It featured discussions on subjects such as leading through change, the evolving role of airports, and the future of luxury goods in travel retail, confirming the sector’s dynamic nature. Social events, including a welcome cocktail hosted by Heinemann and a gala dinner where the MEADFA Awards were presented, enhanced networking opportunities for delegates.
The significance of this edition is underscored by comparison with past conferences. For instance, the 2005 Middle East Duty Free Conference, held at Dubai's Le Meridien hotel, attracted 320 delegates. Since then, the conference’s growth reflects broader industry trends, including Dubai Duty Free’s noted sales increases, which in 2004 rose by 35.5%. The latest event, with its record attendance and expanded agenda, encapsulates the fast-developing and increasingly international scope of the Middle East and Africa travel retail sector.
On the conference’s second day, attention turned to Africa’s rising influence within travel retail and Dubai’s strategic push into luxury fashion categories. Despite challenges in cosmetics caused by slower returns of Chinese travellers, luxury fashion brands such as Louis Vuitton and Dior are adapting by reshaping their product offerings and expanding domestic markets in regions like India. These shifts highlight the sector’s adaptability and the importance of luxury fashion as a growth area within the travel retail space.
The MEADFA Conference 2025 promises to continue serving as a critical stage for members of the duty-free and travel retail industry to share insights, strengthen partnerships, and reinforce the collective capabilities of stakeholders across the Middle East and Africa. With its focus on collaboration, innovation, and resilience, the event mirrors the vibrant and evolving nature of the sector it represents.