Emirates is accelerating its push into experiential travel retail, with plans to introduce 29 additional travel retail concepts in 2026, taking its global store network to 48 locations by the end of the year.
The expansion builds on recent milestones, including the opening of the Emirates World store in Abidjan, and reflects the airline’s growing confidence in physical retail as a strategic extension of the travel planning experience, even as digital channels continue to dominate bookings.
Emirates World and related travel retail concepts are designed to offer personalised service, immersive brand engagement and direct interaction with the airline’s latest cabin products and onboard innovations. Since 2024, these stores have attracted more than 1.4 million walk-in customers, highlighting their relevance to travellers who value informed, face-to-face engagement when planning journeys.
Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates, said the expansion is part of a deliberate strategy to bring the airline closer to customers in key markets. He noted that the stores allow travellers to engage with the brand, experience its products firsthand and plan their trips with expert consultants.
From a single flagship store in Dubai launched in November 2022, the Emirates World concept has expanded rapidly across major cities including London, Nairobi, Singapore, Riyadh, Cairo and Bangkok. Mid-sized concept stores have also been established in markets such as Accra, Paris, Hong Kong and Geneva, with further openings planned across Europe, Asia, the Middle East and Africa.
Each store is tailored to its local market, combining strategic location selection with insights into customer behaviour and travel trends. Features typically include First Class and Premium Economy seat displays, interactive booking areas and recreations of the A380 onboard lounge, reinforcing Emirates’ premium positioning while transforming retail spaces into experiential brand hubs.
In Ghana, the strategy has already taken shape. Emirates has operated daily flights between Accra and Dubai since 2004 and in May 2025 opened its Emirates World Travel Store in Accra, the first of its kind in West Africa, underlining the market’s strategic importance within the airline’s African network.
With 29 new outlets planned in a single year, Emirates’ travel retail expansion stands out as one of the most ambitious physical retail rollouts in the global aviation industry, positioning branded travel retail as a core pillar of customer engagement and long-term growth.
