Emirates, the world’s largest international airline, unveils Emirates World in Morocco, introducing its refreshed travel retail store concept to North Africa for the first time. At 534m², Emirates World Casablanca is the largest store on Emirates global network to date, elevating the customer experience and reaffirming the airline’s longstanding commitment to market.

Located on the central and upscale Franklin Roosevelt Boulevard, Emirates World invites customers to visit for expert travel advice and destination inspiration, either from the airline’s seasoned consultants or via smart technologies.

The Emirates World store was inaugurated by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer and Adil Al Ghaith, Emirates Senior Vice President Commercial Operations, Centre, in the presence of His Excellency Alasri Aldhaheri Ambassador UAE to Morocco. The opening ceremony was also attended by other distinguished guests, trade and media partners.

Commenting on the milestone, Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer said:  “The opening of Emirates World in Casablanca comes just three weeks after the inauguration of our first store in Africa, delivering on our promise to enhance the customer journey across our network of 19 cities on the continent.”

He continued: “Our global retail strategy goes beyond a simple transaction and instead brings our ‘Fly Better’ promise to life, through dedicated and personalised services, smart and efficient technologies and hands-on product displays. Emirates World enables us to connect more deeply with our customers, inspiring them to discover more with Emirates.”

Personalised and dedicated levels of service

Emirates World is designed to enrich the customer experience through immersive experiences and personalised touchpoints. Designed in a light and airy colour palette, the concept store is reminiscent of the signature inflight look and feel, which is further amplified by the open-plan, lounge-like environment. Nine customer service counters staffed by expert consultants offer a comprehensive range of services from planning travel itineraries, supporting reservations and ticketing as well as general enquiries.

The centrepiece at the Casablanca store is the full-size showcase of the iconic Emirates A380 Onboard Lounge experience and the Premium Economy seat display, bringing Emirates signature product closer to travellers from Morocco. Smart technologies such as the ‘selfie mirror’ snap pictures of travellers against scenic destination backdrops, inspiring customers to explore more; while self-service kiosks empower customers with a self-service touchpoint, minimising wait time and offering a faster service.

Underscoring Emirates’ commitment to Morocco

For over two decades, Emirates has been a steadfast partner of aviation, tourism and trade in Morocco. Since the first flight in 2002, Emirates has flown over 3.65 million passengers on the Dubai-Casablanca daily flight.

In 2022, Emirates established a codeshare partnership with Royal Air Maroc, offering seamless connectivity to a further 18 domestic points in Morocco, such as Fez, Marrakech, Agadir, Rabat, Tangier and more.  In the last year, over 28,600 passengers have travelled via the codeshare partnership, exploring more with frictionless travel.

Emirates has also created significant employment opportunities, with over 860 Moroccan nationals currently serving as cabin crew members, contributing to local job creation and ensuring that Moroccan hospitality and culture are represented on a global stage.