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Marrakech – Morocco’s International Duty Free Shops (IDFS) is accelerating its investment across the country’s airport network as the nation prepares to host the 2030 FIFA World Cup. The company’s modernization drive centers on store innovation, brand partnerships, and digitalization.
According to Global Travel Retail Magazine, IDFS has transformed from operating just one store in 1989 to now having a presence in ten of Morocco’s major airports, including Casablanca, Marrakech, Agadir, Rabat, Tangier, Fez, Oujda, Essaouira, and Ouarzazate.
“We’re rebuilding, but also preparing for the future,” stated Christopher Tantoco, Executive Vice President and General Manager of IDFS Morocco. “Morocco is entering a major growth cycle, with airport renovations and new routes opening ahead of the African Cup of Nations this December and then the 2030 World Cup. It’s the right time to elevate everything we do.”
The African Cup of Nations (AFCON), running from December 21, 2025, to January 18, 2026, is expected to lift passenger traffic by about 16%, the magazine adds. A similar increase is expected to continue on a yearly basis through 2030, in line with ongoing airport expansion projects.
Casablanca Mohammed VI Airport remains the centerpiece of IDFS’ operations. This December, the retailer will unveil its new upscale Fashion Avenue concept in Terminal 2, more than doubling its space.
Fashion Avenue introduces an elevated design aesthetic for Morocco Duty Free, with marble flooring, curved grey walls, and chrome accents reflecting the company’s brand identity. “It’s a modern, elegant space designed to create a premium shopping experience,” explained Tantoco.
The boutique will feature new-to-market brands such as Michael Kors and Coach, alongside strengthened partnerships with existing fashion labels. The opening marks a strategic move to position Casablanca as a fashion-forward hub within IDFS’ network.
Adjacent to the boutique, IDFS recently opened a new Transit Shop in Terminal 2, its first dedicated grab-and-go concept. The store serves transit passengers with a comprehensive range spanning traditional Moroccan merchandise, tobacco, liquor, perfume, confectionery, travel accessories, and souvenirs.
Marrakech Menara Airport, IDFS’s top-performing location, is next on the company’s renovation list. The airport’s main duty-free store will undergo renovation with the Fashion Avenue concept adapted for local design sensibilities.
“The Marrakech flagship will integrate the same premium fashion environment that we’re introducing in Casablanca,” pointed out Tantoco. “About one-third of the existing 1000-square-meter space will be redesigned to reflect this concept.”
A double-digit growth year-on-year
IDFS is also championing local creativity through its new campaign, “Take the Beauty of Morocco with You.” The initiative highlights emerging Moroccan beauty and fragrance labels that blend tradition with modern luxury.
Featured brands include marocMaroc, which markets itself as a reinventing Moroccan beauty rituals with precious ingredients sublimated by French cosmetic expertise. Hendiya builds its skincare around the country’s prized prickly pear oil and women-led cooperatives, while Makaan crafts perfumes inspired by the character of Moroccan cities.
In September 2024, Anthony Courchet, General Manager of IDFS, told Global Travel Retail Magazine that the company had projected double-digit growth year-on-year. “With the continuous support from our airport and brand partners, IDFS plans to sustain its noteworthy sales performance,” he remarked.
IDFS is extending its collaboration with Lacoste, introducing new boutiques in both Casablanca and Marrakech. The Marrakech store reopened in October this year with the brand’s latest retail design, while a Lacoste corner will debut in Casablanca this December as part of the Fashion Avenue launch.
Digitization is another pillar of IDFS’ growth strategy. The company is introducing more digital and interactive elements across its stores to enhance product visibility and create smarter, more connected spaces. “We’re investing in digital infrastructure to strengthen our retail storytelling,” noted Tantoco.
By pairing modernization with heritage, IDFS is ensuring its growth remains grounded in Moroccan identity. “We’ve been in partnership with Morocco for 36 years,” concluded Tantoco. “We’ve grown with the country, and now we’re entering a new chapter – one defined by innovation, collaboration, and national pride.”
