Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates
Interview by Kaoutar Khennach
Emirates, a global aviation flagship, continues to push the boundaries of innovation and excellence. Recently awarded at the World Travel Awards 2024 for its exceptional services, the airline asserts itself as an essential operator in the sector. As part of its commitment to offering unique experiences to its customers, Emirates has opened its new concept, Emirates World, in Casablanca. This new space combines immersion, personalization, and technology to bring the brand closer to Moroccan travelers. On this occasion, we interviewed Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates, to discover the airline's ambitions for the Moroccan market and its strategic role in a region in full effervescence.
What distinguishes Emirates World in Casablanca from other spaces dedicated to travelers?
We wish to offer our customers an experience that exceeds expectations from their first contact with Emirates. Emirates World in Casablanca is not just a shop; it is a complete immersion into the world of our brand. Everything, from the personalized welcome to the use of innovative technologies like the "selfie mirror," aims to create an engaging and memorable experience. Visitors can discover iconic elements of our offering, such as the Premium Economy cabin and the replica of the A380 bar, in a space that reflects the elegance and hospitality characteristic of Emirates.
What impact do you hope for Emirates thanks to this opening in Morocco?
Morocco is a strategic market for us. Since the launch of our first route in 2002, we have transported more than 3.65 million passengers between Casablanca and our hub in Dubai. With the opening of Emirates World, we aim to strengthen our relationship with Moroccan travelers and better meet their expectations. This comes at a time when Morocco is experiencing a significant boom in tourism, with a target of 17.5 million visitors by 2026. We are proud to contribute to this momentum by increasing our capacity and offering unique experiences that encourage travel to and from this region.
How does Emirates World fit into a broader strategy in the face of increasing digitalization?
We recognize the importance of digital in the travel sector, but we also believe in the value of human interactions. Emirates World complements our digital offering by providing a space where customers can explore our products interactively and receive personalized advice from our experts. For example, our self-service kiosks allow total autonomy for those who prefer a more technological approach, while still leaving the possibility of discussing with an advisor for more complex or bespoke services.
Morocco is a booming market. How does Emirates support this dynamic in other areas, such as freight or trade?
Emirates SkyCargo plays a key role in connecting Moroccan businesses to international markets. Over the past five years, we have transported more than 48,000 tonnes of goods, mostly perishable products such as seafood, fresh fruits, and vegetables, which arrive at their destination in optimal conditions. By supporting this commercial growth, Emirates contributes to Morocco's economic dynamic while strengthening ties with the rest of the world.
What are your plans to further develop this concept in other regions?
The Emirates World in Casablanca is our seventh shop globally and the largest space of this type in our network. After the success of this launch, we plan to open other similar shops in key markets, in Africa and elsewhere. Our ambition is to invest 100 million Emirati dirhams over the next three years to deploy three different formats of points of sale – complete spaces like the one in Casablanca, more compact shops, and kiosks. Each project will be adapted to the specific needs of the local market.
What perspectives do you see for the Moroccan aviation sector and the role that Emirates can play in it?
Morocco is in full expansion thanks to massive investments in airport infrastructure and an ambitious government vision for tourism. We are ready to support this growth by increasing our capacities on the Casablanca-Dubai route and exploring new opportunities to connect more destinations through our global network. Our role is to contribute to this dynamic while offering excellent services that strengthen Morocco's position on the global tourism and trade map.
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