Africa-Press – Eswatini. Africa is emerging as one of the most exciting regions in global tourism and travel retail. UN Tourism reports a 12% increase in international arrivals across the continent, led by North Africa (+14%) and Sub-Saharan Africa (+11%). South Africa, Egypt, Kenya and Tanzania drive this growth, supported by improved flight connectivity, relaxed visa rules and rising intra-African travel.
Africa’s travel retail sector mirrors this momentum. The industry grew 14% year over year, reaching nearly US$900 million in sales, and is on track to surpass US$1 billion, according to figures shared during the MEADFA press conference at the TFWA World Exhibition and Conference in Cannes last month.
Global Travel Retail Magazine spoke with Chichi Maponya, Chairman of the Maponya Group and CEO of Africa Travel Retail, about the company’s expansion across the continent, her leadership roles with ACI Africa and MEADFA and how these initiatives are shaping the future of African air travel, connectivity and economic opportunity.
A legacy of vision
The Maponya name symbolizes entrepreneurial resilience in South Africa. Its roots date back to the 1950s, when Dr. Richard Maponya, Chichi’s father, built a retail empire during apartheid and became one of the country’s most respected family businesses.
Chichi recalls her father’s early interest in airport retail. “My dad wanted to open a Harrods tea shop at the airport,” she says. “He had the rights and contracts and put a proposal through to O.R. Tambo Airport, which had a different name back then.” Though the proposal wasn’t approved, the idea stayed with him. As the family expanded its shopping center business and traveled, they realized that airport terminals functioned like shopping malls and began studying how travelers shopped differently from domestic customers.
That curiosity evolved into a broader ambition to create a Pan-African retail ecosystem that blends global standards with authentic African identity. Initially focused on food and beverage, Africa Travel Retail expanded into retailing and distributing niche and boutique products, establishing a model that reflected both opportunity and African heritage.
A pan-African approach
Headquartered in South Africa, Africa Travel Retail operates across duty free and duty paid environments, including airport stores, downtown outlets, onboard retail, seaports and diplomatic shops. “Duty free in Africa is our business, and African travel industry insight is our oxygen,” says Maponya. “Our focus is to showcase African excellence through authentic products and experiences.”
The company’s footprint includes Johannesburg and Cape Town, with plans to expand into West Africa. “We are in discussions with several airports, including in Burkina Faso,” she notes. “Most African airports are small and do not see huge traffic, so they are often overlooked by larger operators. That is where our opportunity lies.”
Africa Travel Retail features local brands that give travelers a taste of authentic South African products and craftsmanship, such as The Landlord Tobacco Company at Cape Town International Airport
Experiential sense of place
Africa Travel Retail positions itself as a bridge between local creativity and global exposure. “It is not just giraffes and beads,” Maponya says. “There is so much more. We want African products that could stand proudly in London or New York while staying true to their roots.”
She cites examples such as shea butter skincare and hand-crafted jewelry that blend contemporary design with indigenous materials. “It’s about showcasing the best of Africa and giving them a global platform,” she shares.
Consumer interest spans South African wines, confectionery, African jewelry and cosmetics. Travelers arrive curious, creating opportunities for experiential, sense-of-place retail. “They want impact and value,” Maponya says. “They want to know a product was made by a community. They want to know that it has meaning, that it has a story and that it connects them with doing better.”
While South African shoppers continue to seek global luxury brands, local labels are gaining traction. “Travelers are asking for homegrown names more and more,” Maponya notes. “They want familiar global brands, but also a sense of local pride.”
Sustainability and social responsibility remain central. “We work with suppliers who make an impact and whose products have a story,” Maponya says. “Younger travelers are increasingly conscious of how products and food are sourced. If I am eating this chocolate, what is the impact I am having on this earth?”
Africa Travel Retail is also exploring retail technologies such as digital mirrors, pre-order apps and integrated POS systems to enhance passenger engagement and elevate the travel retail experience.Regional voice, global reach
Maponya was recently elected Vice President of MEADFA, which was a milestone for both gender and regional representation. “It is a vote of confidence for smaller operators,” she says. Her dual role at ACI Africa adds another layer to her mission to connect airports, operators and policymakers to strengthen aviation across the continent.
She emphasizes the importance of elevating African voices in the industry. “We should not be seen as a lone voice. We want to be as inclusive as possible, representing members wherever they operate,” she notes.
While seeing synergy between the Middle East and Africa, Maponya emphasizes cross-pollination rather than replicating the exact same model. “We can learn from Middle Eastern markets, especially around legislation, logistics and infrastructure,” she explains. “The Middle East is advanced in many areas, and African operators like myself are smaller, but there is certainly opportunity to share and learn.”
This approach extends to advocacy on shared challenges. Tobacco legislation, for example, affects operators across both regions. By observing how Middle Eastern counterparts engage authorities, African operators can adopt similar strategies to strengthen industry alignment.
The African opportunity
Africa represents 1.56 billion people, nearly 19% of the world’s population. South Africa, with 65 million people, serves as a regional hub for leisure, business, and tourism. In East Africa, Ethiopia and Kenya lead in growth, driven by accessibility. Addis Ababa, the African Union’s capital, attracts both business and leisure travelers, while safari destinations such as Tanzania, Kenya and Zimbabwe draw high-value visitors. North and northeastern African countries including Morocco, Tunisia and Egypt also attract travelers with strong cultural heritage. Rwanda, Senegal and Ghana are positioning themselves as conference destinations, generating indirect benefits for hotels, restaurants, boutiques and airports.
Connectivity remains a challenge, but infrastructure development is accelerating. Major projects such as the US$10 billion Bishoftu International Airport in Addis Ababa and Rwanda’s US$2 billion Bugesera International Airport will transform regional and global travel. Similar expansions in the DRC, Tanzania and Kenya are establishing the foundation for Africa’s emerging role as a travel and economic hub.
Major events such as the 2030 World Cup in Morocco are also expected to boost passenger traffic and demand for authentic local products, luxury goods and travel essentials. These trends position Africa’s travel retail sector for sustained growth and highlight the continent’s opportunity.
Africa’s next chapter
With a thoughtful tone, Maponya reflects on Africa’s potential: the generosity of its people, its enduring spirit, its welcoming nature and the richness of its landscapes and communities. “Africa has a lot to give,” she concludes. “It is natural. It is soil. It is what you touch and feel. It is not called Motherland for nothing.”
GLOBAL
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