Blockbuster MEADFA Conference in review : Moodie Davitt Report

UAE. The annual Middle East & Africa Duty Free Association (MEADFA) Conference took place in Dubai this week (9-11 November) and The Moodie Davitt Report was on location to bring you highlights of the event.

The event attracted a record 736 delegates, underlining the region’s critical importance to the travel retail, aviation and tourism sectors.

Our coverage below is supported by emerging markets travel retail specialist company DFP World.

President Dermot Davitt co-moderated the conference alongside Michele Miranda, Conference Director at Tax Free World Association (TFWA), which manages the event for MEADFA.

The Moodie Davitt Report Publisher Irene Revilla was also on hand to meet existing and potential business partners.

TUESDAY 11 NOVEMBER

With the conference room reaching maximum capacity, this year’s edition reflected the strong momentum and confidence driving the duty-free and travel retail industry across the Middle East & Africa, MEADFA said

MEADFA President Abdeslam Agzoul commented: “It has been a true honour to welcome our industry colleagues, partners and friends back to Dubai – the home of MEADFA – for this year’s record-breaking conference.

“This exceptional turnout is a testament to the strength and resilience of the duty-free and travel retail industry across the Middle East and Africa, and to Dubai’s enduring role as a global hub for our sector.

“I am deeply grateful to our host, Dubai Duty Free, for their generosity and hospitality, and to all those who have helped build MEADFA into the strong and respected association it is today.

“As my first conference as President, it has been inspiring to see so much optimism for the future of our region’s aviation and tourism industries.”

13.15

And who better to sign off the formal proceedings of MEADFA 2025 than The Moodie Davitt Report President and master moderator Dermot Davitt. An Irishman whose accent is as smooth as a pint of freshly poured Guinness, his facilitating as tuned as an Irish harp, and his way with words as polished as those of William Butler Yeats. Bravo also to the informed and engaging TFWA Conference Director Michele Miranda – what a fine double act they represent – and JCR Consulting Founder and Director John Rimmer for his adept moderating of a key day one session, ‘Safeguarding tomorrow’s travel retail’.

**And so MEADFA draws (literally in this case) to a close with three lucky winners being gifted shopping vouchers from an ultra-generous Dubai Duty Free. The first, for US$500, was won by**

**That super-sized cheque represents a duty-free shopping bonanza for Blue Gulf Marketing & Event Management Business Development Manager Daria Kim**

But there is more. Wow. US$3,000 buys a whole lot of goods for the upcoming festive season. And given that the delighted winner, Tirthaa Chatterjee, is Lagardère Travel Retail Middle East Director – Food Category, sales of Dubai Chocolate may be set for a whole new surge.

12.45

IATA Economist for Policy Analysis Martina Bednarikova assesses the big picture for global aviation in the final plenary session, talking about the influence of consumer spending weakness in some key markets

12.15

The vast opportunity presented by Indian travel is outlined in the statistic that just 6.5% of the population holds a passport today, as observed by Mudit Srivastava, COO of fast-growing Indian confectionery retailer CocoCart. He talks passionately about bringing excitement to confectionery in travel retail and the huge wave created by the Dubai Chocolate dynamic.

Srivastava lays out the bold CocoCart ambition, with airports central to a growth drive to 400 stores in India by 2030. As reported, Adani Airport Holdings-owned April Moon Retail struck an agreement in late 2024 to acquire a 74% stake in the omnichannel travel retailer for INR200 Crore (US$24 million).

A too rare sight at this conference as one of the few women speakers comes to stage (MEADFA and TFWA really need to priortise gender balance in the programme; six out of 24 does not make for good optics within an industry committed to diversity, equity and inclusion). And what an articulate presentation it is as BBM Travel Retail CEO Pooja Padmanabhan Bommidala sets out the key Indian consumer dynamics. She highlights the critical importance of engagement with staff, value for money, creating retail experience and offering curated assortments for Indian shoppers.

Muscat Duty Free CEO Renat Rozpravka gives a quick-fire but detailed analysis of what drives Indian spend at Muscat International Airport in Oman with new on-trend liquor brands, influencer marketing and targeted campaigns among the key dynamics

11.30

The next wave of Africa’s travel retail takes centre stage in a discussion led by The Moodie Davitt Report President Dermot Davitt (far right) with (from left) Japan Tobacco International Vice President Global Travel Retail Claudio Ferreira; Scent of Africa Sales Manager Loice Muforo; Gebr. Heinemann Area Manager for Middle East and Africa Harald Suenner; and ACI Africa Secretary General Ali Tounsi

**Scent of Africa Sales Manager Loice Muforo shares first-hand insights into the region’s expanding travel retail market**

**ACI Africa Secretary General Ali Tounsi deep dives into Africa’s travel retail growth and prospects**

**Bahrain Duty Free’s raffle draw adds energy to the day, with lucky winners King of Reach by B&S Purchase Manager Jordi Versluis and Lagardère Travel Retail Business Development Director Karim Osman**

10.15

MEADFA Sustainability update: Call to action

What a class act TFWA Conference Director Michele Miranda is, an asset not just to TFWA (and here MEADFA) but to the travel retail industry. Here she leads off a critical session dedicated to walking the walk on sustainability.

There are few more articulate and thoughtful travel retail executives than Lagardère Travel Retail Middle East CEO Dr Munif Mohammed and perhaps none as passionate about caring for our planet. Unsurprisngly then, Mohammed is Head of the MEADFA Sustainability sub-committee. In the preface to his presentation, he noted sustainability in travel retail requires a unified effort; it cannot be achieved through isolated actions.

Following through on that premise, he encouraged delegates to join together under a shared ESG Charter to turn commitments into real results. Mohammed stressed the critical importance of committed leadership towards a common charter with shared goals such as reducing waste, achieving carbon neutrality and sourcing responsibly.

**Munif was joined by Kreol Group Executive Director Kreol Arakulath on the Dubai company’s own remarkable sustainability journey and its impact on the community the group serves**

With superb clarity, Kreol Arakulath – son of company founder Lal Arakulath – gets right to the heart of the matter on the theme of ESG and how all stakeholders should play their role in ensuring a socially responsible value chain

**Honesty is not just the word but the quality required, insists Arakulath**

**The MEADFA board signals its solidarity on this all-important issue as they join on stage with the association’s new ESG Charter**

09.45

A flashback to March as the Public Investment Fund officially revealed the creation of Al Waha Duty-Free Company (Al Waha), the first Saudi-owned land-based duty-free retailer. The man tasked with executive leadership is Jack MacGowan, former ARI Chief Executive Officer (2011-2018) and DAA Chief Commercial Officer (2005-2011). His presentation this morning, followed by a fireside chat with The Moodie Davitt Report President Dermot Davitt, is set to be a highlight of the conference.

**In a powerful address, Jack MacGowan explains the new travel retail player’s strategy and mission, aligned with the far-reaching Vision 2030 in the Kingdom**

**A sign of how dramatically social conditions have changed in the Kingdom over recent years as MacGowan announces a major partnership with Al Ahli women’s football team**

**The slide headline says it all: Saudi Arabia is rewriting its future. And it is doing so at the speed of light.**

Two Irishmen together on stage (both all in black, suggesting they are still in mourning over a recent rugby international result?) but the subject today is all about the profoundly exciting days ahead for Saudi Arabia in general and Al Waha in particular

09.00

**The concluding day of a stimulating MEADFA Conference kicks off as EMIR Founder and CEO Trevor McFarlane offers a timely briefing on investment and development in an uncertain world**

**In a discussion on the region’s business trends, The Moodie Davitt Report President Dermot Davitt talks with McFarlane following his presentation**

MONDAY 10 NOVEMBER

Connecting over the gala dinner, The Moodie Davitt Report Publisher Irene Revilla (right) joins Blue Caterpillar Co-Founder & COO Christoph Henkel (left) and Gebr. Heinemann Senior Business Development Manager Björn Buddenbohm

19.30

**Let the celebrations begin as the MEADFA Gala Dinner & Awards gets underway**

Now in their fourth year, The MEADFA Awards continue to shine a spotlight on the exceptional achievements of travel retail specialists across the Middle East and Africa region.

This year’s edition celebrates innovation, resilience and transformative contributions within the industry, reinforcing MEADFA’s commitment to recognising excellence.

MEADFA Award Committee Members

Dr Bernard Creed – MEADFA Treasurer
Mr Abdleslam Agzoul – MEADFA President
Ms Chichi Maponya – MEADFA Vice President
Mr Isaias Diaz – MEADFA Board Member
Mr Nuno Amaral – MEADFA Board Member
Mr Sherif Toulan – MEADFA Board Member
Ms Micheline El Ammar – MEADFA Operations Manager

Award Categories for 2025

Best Retailer Award: Recognising organisations that demonstrate excellence in customer service, innovation and significant contributions to the development of travel retail in the region.

**And the winner is… Avolta, Zayed International Airport, Abu Dhabi**

Lifetime Achievement Award: Honouring an individual whose visionary leadership and remarkable contributions have significantly shaped the travel retail industry, fostering sustainability, innovation and growth.

**And the winner is… Avolta Director Public Affairs Pedro Castro. What a deserved award this is for an outstanding travel retail industry servant and a fine, compassionate and dedicated individual.**

**A proud Pedro Castro accepts his award**

“¡Felicidades, Pedo, te lo mereces!” A joint Spanish (and fellow Atlético de Madrid fans) celebration as The Moodie Davitt Report Publisher Irene Revilla congratulates Pedro Castro on his hugely popular recognition

Best in Marketing Strategy of the Year Award: Celebrating marketing approaches that engage customers through innovative platforms and dynamic content, setting new benchmarks for adaptability and consumer engagement.

**And the (joint) winner is… Avolta Middle East & Africa. What a night this is turning out to be for the travel retail powerhouse.**

**And the fellow joint winner is… Lagardère Travel Retail**

Sustainability and CSR Award: Highlighting initiatives that champion sustainability and corporate social responsibility.

**And the winner is… Dubai Duty Free. No-one would argue with this choice given the travel retailer’s deep and sustained commitment to people and planet.**

Customer & Supplier Award: Recognising exceptional achievements in customer satisfaction and supplier collaboration

**And the winner is… Maritime Mercantile International, a company with an impeccable track record of quality customer and brand relationships**

**Avolta President Europe, Middle East & Africa Luis Marin welcomes guests to the Avolta-hosted Gala Dinner**

Elegantly dressed for the occasion are (from left) Osborne Group Global Travel Retail Manager Cathy Rolland, The Moodie Davitt Report Publisher Irene Revilla and Adam Foods International Trade Marketing Director Carla Cortale

12.45

Dubai Duty Free was the gracious and generous host of a wonderfully successful and beautifully themed Women in Travel Retail Plus (WiTR+) gathering.

Presented as a showcase of Emirati women’s culture, the event featured an array of different stations, including Arabic perfume, fashion, calligraphy and more, supported by tastebud-tempting local products such as tea, coffee and Arabic sweets.

**Emirati women’s culture was showcased in style by Dubai Duty Free**

**The WiTR+ guests were entranced by the qanun playing skills of the wonderfully talented Mariam Ali Al Shaloubi**

“It was really incredible, Dubai Duty Free had gone to a lot of trouble,” said The Moodie Davitt Report Publisher Irene Revilla.

WiTR+ has done a hugely impressive job over recent years in championing and assisting women across the global travel retail community and bringing them together to enhance their enormous power, passion and professionalism.

Dubai Duty Free was ably represented by Senior Vice President – Human Resources Mona Al Ali (shown speaking in top photo below alongside WiTR+ President Sarah Branquinho) and Manager, Human Resources, Training & Development, Emiratisation and Government Services Muna Hassan.

In a fascinating and insightful address, Mona Al Ali explained some of the beauty and fashion rituals favoured by Emirati women and what beauty products she has in her handbag. She also talked about the art of perfume layering, so key to the historical importance of scents in Dubai and the wider Arab world.

Sarah Branquinho has been the human *tour de force* who has driven WiTR+ from a small group of like-minded women executives in 2006 to one of travel retail’s most dynamic and progressive organisations. WiTR+ has not only championed the cause of women in our industry but has also raised extraordinary sums for causes that support women and children. Next year promises to be a very special 20th anniversary.

(From left) Ok, so you can identify Muna Hassan, Sarah Branquinho and Mona Al Ali easily from our earlier photos. But who are the two stylishly attired women in the centre image? Clue, one leads a renowned Spanish brand’s travel retail team, while the other is the dynamic commercial head of a certain market-leading publication in the channel.

12.15

Luxury, local and lifestyle: The purposeful alliteration was how PI Insight Managing Director Stephen Hillam summed up ‘The new face of MEA travel retail’ in a strong data-led address.

Today’s MEA traveller is redefining luxury, favouring authenticity, regional flair and digital-first convenience, Hillam contended.

He unveiled new PI Insight data on how younger, ‘experience-hungry’ shoppers are shaping demand for sustainable luxury and lifestyle-driven offers.

Look out for our full report on Hillam’s view on how brands and retailers can stay ahead by blending exclusivity with purpose and cultural resonance.

11.30

‘Safeguarding tomorrow’s travel retail’ was the theme of the next session.

As regulations tighten and economic pressures mount, the duty-free and travel retail industry is coming under increased scrutiny.

With policy shifts and evolving government priorities ahead of the critical MOP4 negotiations, the need for a unified, forward-looking response has never been more pressing, MEADFA believes.

In an outstanding session, MEADFA Advocacy Committee Chair Nuno Amaral alongside DFWC President Sarah Branquinho and COMESA CEO Teddy Soobramanien discussed how advocacy efforts are adapting to meet today’s challenges.

Expertly moderated by JCR Consulting Founder and Director John Rimmer, the panel explored how the travel retail industry can amplify its voice, deepen collaboration, and shape a regulatory environment that supports the industry’s long-term growth.

We will bring you more details in our full report following the conference.

10.15

Airports Council International Head of Economics and Middle East Office Ilia Lioutov was next to stage, delivering a compelling and data- and insights-rich presentation on the critical importance of non-aeronautical revenues to airports worldwide. Below you can view highlights of his presentation. Click on images to expand.

**Perhaps the best and most pithy summary of airport/concessionaire tensions seen at an industry conference. Money indeed does talk.**

**Look out for a major study on how travel retail has evolved post the COVID-19 pandemic to be revealed at The Trinity Forum 2026 in Doha, now less than three months away**

09.15

Next up is a powerhouse panel featuring (from left) MEADFA President and Avolta CEO Middle East & Africa Abdeslam Agzoul; ARI Middle East CEO and Global Chief Operating Officer Nuno Amaral; Al Waha Duty Free Company CEO Jack MacGowan; MEADFA Vice President and Africa Travel Retail Co-Founder & Executive Chair Chichi Maponya; Lagardère Travel Retail CEO France & Luxembourg & COO MEA & South East Asia & Africa; Heinemann Middle East Africa CEO Bernard Schlafstein; and The Moodie Davitt Report President (and conference Co-moderator) Dermot Davitt

**The same panel as photographed and captioned by *DFNI*. Honestly, it is ok for you to mention Dermot Davitt too. The world, we promise you, will not end.**

09.05

MEADFA President Abdeslam Agzoul welcomed the largest-ever attendance at a MEADFA Conference – over 700 guests are registered – in his opening remarks.

He paid warm tribute to Dubai as the ‘capital’ of duty free in the region, adding, “If the emirate enjoys that status [the ‘capital of duty free in the region], it is thanks to the hard work and continued success of our host this week, Dubai Duty Free.

“We thank [Managing Director] Ramesh Cidambi and all his team for their hospitality, and we remember with great fondness Colm McLoughlin [former Executive Vice Chairman & CEO, who passed away in October 2024], one of our industry’s greatest leaders, who we miss especially at times such as this.”

Agzoul noted that MEADFA’s membership now stands at over 70 companies from across Africa and the Middle East, adding that the new Board reflects the wider MEADFA membership, saluting in particular Vice-President Chichi Maponya, who is Director of Africa Travel Retail.

**It’s showtime and as usual the conference proceedings are led with aplomb by The Moodie Davitt Report President Dermot Davitt and TFWA Conference Director Michele Miranda**

SUNDAY 9 NOVEMBER

TUESDAY 11 NOVEMBER

MONDAY 10 NOVEMBER

MEADFA Award Committee Members

Award Categories for 2025

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