Emirates has marked a major milestone in its travel retail strategy with the opening of its 10th flagship Emirates World store in Abidjan, bringing its global portfolio to 10 Emirates World Stores and nine additional travel retail outlets.
The airline has invested AED174 million (USD$47.4 million) in expanding its travel retail footprint and plans to launch a further 29 retail concepts in 2026, taking the total number of outlets to 48 by the end of the year.
Designed to offer personalisation, expert guidance and immersive experiences, Emirates World retail stores bring together the airline’s signature onboard products with advanced technology in welcoming, modern spaces across key cities. Since 2024, the concept stores have attracted more than 1.4 million walk-in customers, reflecting their growing importance in how travellers plan and experience their journeys.
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer reflects: “As we accelerate the global rollout of our Emirates World Stores concept, we are cultivating opportunities for travellers and our travel partners to engage with our brand, immerse themselves in our iconic products and experiment with cutting-edge tech to imagine what their journeys could look like, as they effortlessly orchestrate their journeys with our expert consultants. With more travel retail concept stores coming online in cities around the world this year, we’re proud to welcome customers to these beautiful spaces designed for discovery, provide exceptional service and help everyone get the most out of Emirates’ latest products and services so they can truly ‘fly better’.”
The first Emirates World store opened in November 2022 in Jumeirah, Dubai, occupying a 3,000 sq ft space showcasing the airline’s premium products and experiential technologies. It has since served as the blueprint for global flagship openings in London, Nairobi, Casablanca, Manila, Cairo, Singapore, Bangkok and Riyadh.
Alongside these flagship outlets, Emirates has launched mid-sized concept stores in Paris, Karachi, Hong Kong, Accra, Geneva, Mauritius and Jakarta. The airline plans further expansion across Athens, Rome, Madrid, Istanbul, Amman, New Delhi, Mumbai, Shenzhen, Tokyo and Cape Town during the year.
Each Emirates World location is tailored to its local market, with design, product displays and features adapted to customer preferences and emerging travel trends. Dubai’s store includes a dedicated industry networking hub, while outlets in Singapore, Riyadh, Cairo and London display a First Class seat. Casablanca, Hong Kong and London feature Premium Economy seating, and Cairo and London also showcase the airline’s A380 onboard lounge.
The new Abidjan store includes an A380 onboard lounge and a Business Class seat, reinforcing Emirates’ premium positioning and focus on immersive customer experiences.
Across all locations, digital self-service kiosks and interactive features, including selfie mirrors with destination backdrops, allow customers to plan and personalise their journeys. Stores also offer destination-specific Emirates-branded collections and premium travel accessories.
Visitors can also sign up for Emirates Skywards, the airline’s loyalty programme, through in-store self-service kiosks.
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