Following a successful TFWA in Cannes, where global partners, retailers, and distributors gathered to exchange ideas and celebrate industry milestones, our focus shifted toward MEADFA — the region’s most influential platform for travel retail insights.
As Weitnauer Group expands across MEA and strengthens its regional presence with a new office in Dubai, participating in the MEADFA 2025 Conference was essential for first-hand understanding of where the Middle East travel retail market is heading.
This year’s discussions were shaped by infrastructure transformation, evolving consumer expectations, and the increasing relevance of premiumisation, authenticity, and phygital engagement. Below, we summarise the key themes that stood out — and what they mean for brands aiming to grow across the Middle East and Africa.
Infrastructure Transformation: A New Era of Travel Retail in the Middle East
One of the central topics at MEADFA 2025 was the pace of airport and tourism infrastructure investment across the region. From Dubai to Abu Dhabi and throughout the GCC, governments are building long-term capabilities that expand capacity, improve passenger flow, and elevate the commercial experience.
These developments are reshaping the travel retail landscape across MEA by enabling:
- Intuitive and passenger-centric store layouts
- More meaningful visibility opportunities for global and regional brands
- A retail environment aligned with long-term growth, not short-term peaks
- More structured, data-driven execution for brands entering the region
For distributors and brand owners, this signals a market where execution standards will continue to rise alongside passenger expectations.
From Post-COVID Self-Service to Story-Led Retail
MEADFA highlighted a clear shift in travel retail consumer behaviour. While the pandemic accelerated self-service habits, today’s travellers — especially in the Middle East — are seeking more guided, intentional experiences.
Travellers now expect:
- Meaningful brand storytelling
- Context behind the product
- Clarity of benefits, craftsmanship, and identity
- Stronger engagement from sales teams
- A more emotional connection to the offering
This change reflects a broader movement toward premiumisation in travel retail, where value is increasingly defined by authenticity, long-lasting performance, and differentiated experiences rather than promotions alone.
The Rise of Regional Brands and Local Authenticity
Another theme shaping MEA travel retail is the strengthening presence of regional and locally grown brands. Improved accessibility to retail networks, higher operational standards, and the consumer appetite for cultural relevance are creating new momentum for Middle Eastern brands — especially in fragrance, confectionery, and lifestyle categories.
This presents a dual opportunity:
- International brands can refine their strategies to better align with local preferences.
- Regional brands can scale through structured distribution and consistent retail execution.
The Middle East continues to position itself not only as a high-spend region, but as a source of influential brand culture.
Generational Dynamics: Why Gen Z Matters More Than Ever in Travel Retail
MEADFA discussions reaffirmed the growing impact of Gen Z travel retail behaviour. This generation approaches travel and shopping with expectations shaped by digital fluency, transparency, and purpose-driven brand values.
Gen Z consumers look for:
- Honest storytelling
- Social and environmental impact
- Digital engagement before and after the trip
- Products that reflect identity, community, and lifestyle
Industry leaders emphasised not only targeting Gen Z as consumers, but integrating them into the workforce, as they naturally understand the demands of their demographic.
Meanwhile, older travellers remain a powerful demographic, maintaining strong purchasing power and interest in premium brands.
Balancing both generations is becoming a strategic requirement for retailers and brands.
Premiumisation and Exclusivity: Redefining Value in Airport Retail
Across categories — from perfume and cosmetics to spirits, confectionery, and luxury goods — the region continues to move toward a more premium, experience-led value proposition.
MEADFA highlighted several shifts driving this trend:
- Preference for long-lasting fragrances and premium ingredients
- Demand for exclusive editions and tailored assortments
- A stronger link between craftsmanship and purchase decisions
- A clear move away from discount-driven value definitions
As economies diversify and tourism continues to expand, premiumisation in the Middle East travel retail market will remain a defining growth driver.
Travel Retail as a Cultural Experience: Dining and Local Connection
Speakers underscored that travellers increasingly view airports as part of the destination — not a transition zone. Dining experiences, local concepts, and community engagement are becoming essential components of the airport retail experience.
Travellers now expect:
- Curated, locally inspired dining
- Products connected to regional culture
- Authenticity presented through design, service, and storytelling
- A sense of place that reflects the destination’s identity
For distributors, this opens new avenues to collaborate with local brands, support sustainable initiatives, and contribute to a more meaningful airport ecosystem.
Phygital Engagement: Connecting Digital Awareness With Human Experience
While global retail becomes increasingly digital, MEADFA reinforced that travel retail remains the most critical physical touchpoint for product discovery. The winning strategy is not digital-only, but phygital — seamlessly connecting digital engagement with in-store experience.
Successful phygital approaches include:
- Pre-trip digital awareness
- Airport discovery through sampling and trial
- Digital loyalty and post-purchase engagement
- AR/VR tools that elevate category storytelling
This hybrid model continues to strengthen as airport infrastructure modernises across the region.
A Region Balancing Agility and Long-Term Strategy
Perhaps the strongest message from MEADFA was the dual nature of the MEA market:
- Agility remains essential, driven by fluctuations in passenger flows, seasonality, and operational realities.
- Long-term ambition guides investment in infrastructure, technology, and retail partnerships.
For brands and distributors, sustainable growth will come from strategies that combine both: responsive day-to-day execution with a clear long-term plan aligned to regional transformation.
Conclusion: MEA Travel Retail Is Evolving With Confidence
The 2025 MEADFA Conference reaffirmed the Middle East and Africa as one of the most dynamic and fast-evolving travel retail regions globally. From infrastructure investment to shifting consumer expectations, the landscape is rich with opportunity for brands ready to deliver authentic value, premium experiences, and consistent execution.
At Weitnauer Group, we remain committed to supporting brands in navigating this complexity — combining our longstanding distribution expertise with insights from across regional markets.
