Alicante-Elche Miguel Hernández Airport Expands flagship Duty-Free Store
The Alicante-Elche Miguel Hernández Airport is advancing its flagship duty-free concept with a substantial expansion and refurbishment. The goal is to elevate the traveler experience by blending an innovative design with a broader, more attractive commercial offer. The existing duty-free area will grow by 577 m2, paving the way for a total new store footprint of 2,640 m2. The enhanced space is designed to feel inviting from the moment passengers clear security, offering easier navigation and more engaging shopping experiences that cater to both international travelers and local visitors.
Shoppers will discover clearly differentiated sections within the duty-free complex, including dedicated zones for perfumery and cosmetics, fashion accessories, international foods, regional products, beverages, and souvenirs. The plan includes a refreshed assortment that features new brands and contemporary product lines, complemented by a diverse range of digital formats that streamline browsing, comparison, and checkout. This modernization aims to satisfy diverse tastes and travel moments, from practical everyday items to premium purchases, while maintaining a seamless flow for busy travelers in transit.
In a competitive bid conducted by Aena last year, Dufry, the operator responsible for the airport’s duty-free shops, earned first place with a proposal that emphasized high technical quality and smart store concepts. The redesign proposes a blend of physical and digital interactions, allowing guests to engage with products and services through interactive displays, touchpoints, and entertainment zones. The result is a shopping environment that aligns with evolving passenger expectations, where technology enhances convenience without compromising the personal touch that makes duty-free shopping enjoyable.
The renovation plan unfolds in three phases, with careful scheduling to keep a portion of the store open during work. This approach minimizes disruption to passenger traffic while the space is transformed. The targeted completion is set for the spring season, ensuring that travelers experience the upgraded store in time for the peak travel period. The phased rollout is designed to preserve service continuity and maintain efficient operations, even as new features are introduced and the floorplan is reimagined.
Alongside the flagship store’s transformation, two additional duty-free outlets in the terminal—situated in the boarding and arrival zones—will receive renewed facelifts in the final months of the year. This coordinated effort forms part of Dufry’s broader strategy to redesign and enhance the airport’s commercial offering at Alicante, reinforcing the destination’s appeal for travelers from North America and beyond who value a modern, comprehensive shopping experience during their journeys.