Emirates has expanded its global retail presence with the opening of a new Emirates World Store in Abidjan, taking the airline’s branded travel retail network to ten locations worldwide. The move underscores a strategy aimed at strengthening direct customer engagement in key international markets as competition intensifies across long-haul aviation corridors linking Africa, Europe, Asia and the Middle East.The Abidjan outlet, located in Côte d’Ivoire’s commercial capital, represents the carrier’s first dedicated retail space in West Africa. Company executives describe the launch as part of a broader plan to combine physical storefronts with digital booking tools and immersive brand experiences, positioning the airline closer to passengers beyond the airport environment.
Emirates introduced its first Emirates World Store in November 2022 with a 3,000-square-foot flagship space in Dubai. Designed to showcase the airline’s premium cabins, loyalty programme and ancillary services through interactive technology, the concept blended traditional ticketing counters with experiential elements such as virtual reality demonstrations and personalised travel planning. Since then, the airline has steadily extended the model to cities including London, Manchester, Hong Kong, Paris, Zurich and other high-traffic markets.
Senior executives say the tenth outlet signals confidence in travel demand across emerging economies, particularly in Africa where air connectivity is viewed as critical to trade and tourism growth. Abidjan serves as a regional hub for francophone West Africa, and Emirates has operated flights to the city for over a decade, linking it to Dubai and onward destinations across its global network.
Industry analysts note that full-service carriers are increasingly revisiting brick-and-mortar retail at a time when digital bookings dominate sales. While online platforms remain central to ticket distribution, airlines are investing in curated physical spaces to build brand loyalty and offer tailored services, especially for premium travellers and complex itineraries. The airline’s retail stores typically provide multilingual staff, consultation lounges and digital screens that allow customers to explore aircraft interiors, seat options and fare products in detail.
Company data indicate that Emirates carried more than 50 million passengers in its last full financial year, reflecting a recovery in long-haul travel following the pandemic-era downturn. The carrier reported a strong profit performance, supported by high load factors and sustained demand across Europe, Asia-Pacific and Africa. Fleet modernisation efforts, including the phased introduction of refurbished Airbus A380 and Boeing 777 aircraft, form part of its broader push to enhance the passenger experience.
The airline has also placed significant aircraft orders in recent years, committing to new-generation Boeing 777X jets and additional Airbus A350s. These investments are intended to increase capacity while improving fuel efficiency and reducing emissions intensity. Against that backdrop, the retail expansion is viewed internally as a complementary strategy, reinforcing brand visibility in markets where competition from Gulf and European carriers remains intense.
Aviation consultants observe that Africa represents a frontier for global airlines seeking growth outside saturated North American and European routes. West Africa’s expanding middle class, rising business travel and growing diaspora links to Europe and the Gulf have drawn heightened attention from international carriers. Abidjan’s Felix Houphouet-Boigny International Airport has undergone upgrades in recent years, boosting its ability to handle increased passenger flows.
Emirates’ management has described the Emirates World concept as a hybrid between a premium boutique and a travel advisory centre. Customers can enrol in the Skywards frequent flyer programme, purchase ancillary products such as excess baggage and lounge access, and obtain support for complex travel arrangements. The stores are also designed to mirror cabin aesthetics, featuring signature design elements associated with the airline’s premium classes.
Retail analysts point out that physical presence can strengthen trust in markets where online payment systems are still evolving. In parts of Africa, in-person consultation remains important for high-value purchases such as international air travel. The Abidjan store is expected to serve not only individual travellers but also corporate clients and travel agents seeking direct engagement with the airline.
Within the company, the milestone has been framed as evidence that the Emirates World Store network has reached its tenth global outlet in just over three years. Executives say further openings are under evaluation, with priority given to cities demonstrating strong outbound demand and strategic connectivity to Dubai.
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