The Middle East & Africa Duty Free Association (MEADFA) has unveiled a new brand identity as it celebrates its 25th anniversary in 2026.

The updated identity reflects MEADFA’s evolution and its role in uniting and representing the duty free and travel retail industry across the Middle East and Africa. It also supports the Association’s vision to strengthen the region’s global position as a leading and dynamic force in travel retail.

The new logo retains the map of the Middle East and Africa, a core element of MEADFA’s identity, while introducing a more contemporary and institutional design. The wider brand system includes a refined color palette, typography, visual language and dedicated branding for MEADFA’s key areas of activity, including advocacy, membership, training, sustainability and awards.

Abdeslam Agzoul, MEADFA President, said:
“As MEADFA celebrates 25 years, our new identity reflects both our heritage and our future. It reinforces our mission to unite and represent the duty free and travel retail industry across the Middle East and Africa, while supporting the region’s growing role within the global travel retail sector.”

The anniversary year will also be marked by the MEADFA Conference 2026, taking place from 15-17 November 2026 at the Four Seasons Hotel Rabat at Kasr Al Bahr, Morocco, bringing together industry leaders, members and partners from across the region and beyond.