EGYPT. Philip Morris International Global Travel Retail (PMI GTR) has unveiled Africa’s first ultra-premium multi-category IQOS shop-in-shop in Cairo International Airport Terminal 3.
The opening marks a further step in its efforts to accelerate the smoke-free transition across travel retail. Located immediately after passport control in one of the airport’s busiest passenger zones, the 40sq m shop brings together PMI’s smoke-free product portfolio under one roof, featuring IQOS, ZYN and VEEV.
The launch reflects PMI GTR’s continued focus on developing travel retail beyond a traditional point-of-sale to facilitate consumer engagement. By bringing multiple product categories together in a single retail space, the shop offers adult smokers and nicotine users access to a wider range of smoke-free alternatives.
Developed in collaboration with EgyptAir Duty Free, the shop reinforces a shared ambition to bring innovative retail concepts and elevated consumer experiences to one of Africa’s most important aviation gateways.
PMI GTR Director Commercial Deployment Africa Mehmet Can Sezer said, “The opening of our first ultra-premium multi-category IQOS shop-in-shop in Africa’s travel retail market is an important milestone for PMI GTR.
“It reflects our commitment to expanding understanding and access to smoke-free alternatives among adult smokers and nicotine users. We have learned that understanding often comes before switching, and travel retail provides a unique environment to support that journey.
“Located at Cairo International Airport, one of Africa’s leading travel hubs, this activation demonstrates how travel retail is evolving from a traditional point-of-sale into a platform for important consumer support.
“Designed to deliver a relevant consumer experience, it enables adult nicotine users to learn more about the technology and science behind our smoke-free alternatives through direct interactions and personalised conversations.
“This achievement is also the result of outstanding teamwork and strong partnerships. I would like to sincerely thank our partners at EgyptAir Duty Free for their trust, collaboration and shared ambition, as well as the PMI GTR team whose dedication, passion and excellence in retail execution helped bring this vision to life.
“Together, we are setting a new benchmark for multi-category retail experiences in Africa while supporting our global smoke-free vision.”
EgyptAir Duty Free commented: “At EgyptAir Duty Free, we take great pride in building long-lasting partnerships that contribute to enhancing the travel experience for our passengers. Our relationship with Philip Morris International spans more than four decades and is founded on mutual trust, shared success and a commitment to excellence.
“Over the years, this relationship has evolved beyond a traditional supplier-operator model to become a true strategic partnership. Together, we have continuously sought new ways to innovate, elevate the shopper experience and bring world-class retail concepts to Egypt’s airports.
“Today, we are proud to mark another significant milestone with the opening of Africa’s first ultra-premium multi-category IQOS shop-in-shop at Cairo International Airport. This achievement reflects our shared vision and demonstrates what can be accomplished through strong collaboration and a common ambition to help shape the future of travel retail.
“The new IQOS shop-in-shop represents an important element of the broader duty-free renovation and modernisation programme currently underway in Terminal 3, reaffirming EgyptAir Duty Free’s commitment to creating a modern, engaging and premium shopping environment for international travellers. Together, we are shaping the future of duty-free retail in Egypt.” ✈
