In a major strategic move set to redefine airport shopping across Mexico, global travel retail operator Avolta has renewed its partnership with Grupo Aeroportuario Centro Norte (OMA) through a nine-year contract extension. The agreement includes a bold overhaul of 15 duty-free and retail stores spanning over 3,000 square meters at four major Mexican airports: Monterrey, Mazatlán, Acapulco, and Ixtapa-Zihuatanejo.
The deal, announced as part of Avolta’s Destination 2027 strategy, not only continues a partnership dating back to 1999, but also positions these airports at the forefront of experiential and culturally immersive retail environments tailored for the evolving traveler.
Modernizing Mexican Airport Retail with Local Flair
The store transformation will be anchored on three pillars—sense of place, improved passenger flow, and brand engagement. The updated design will feature:
- Wider walk-through aisles to ease navigation
- Regionally inspired design elements like Talavera tiles and artisan woodwork
- Digital price tags, bilingual kiosks, and mobile pre-order options
- Interactive tasting counters and click-and-collect services
Avolta aims to deliver a modern, frictionless shopping experience, while celebrating Mexican craftsmanship, cuisine, and cultural storytelling.
Monterrey Takes Center Stage in Retail Upgrade
Monterrey’s General Mariano Escobedo International Airport will spearhead this retail evolution. As OMA’s flagship airport and Avolta’s top-performing location in Mexico, Monterrey will benefit from a new dual-lane walk-through layout that channels passengers—both domestic and international—through curated product zones.
Highlights will include:
- A “Made in Mexico” section featuring artisanal spirits, gourmet snacks, and local crafts
- Bilingual digital kiosks for real-time product guidance
- A mobile pre-order service integrated with flight boarding schedules
Avolta’s data shows that local branding in high-traffic terminals can boost average basket sizes by up to 15%, reinforcing the airport’s role as both a commercial hub and cultural ambassador.
Elevating Traveler Experience in Mazatlán, Acapulco, and Ixtapa
Each airport will offer localized themes and activations that celebrate regional identity:
- In Mazatlán, travelers will enjoy live coffee roasting demos showcasing Sinaloan beans
- Acapulco’s duty-free will pay tribute to its retro surf heritage with vintage visuals and curated beachwear
- Ixtapa-Zihuatanejo will host seasonal pop-up markets, promoting Guerrero’s hand-woven textiles and sustainable mezcal brands
These enhancements go beyond aesthetics. By incorporating local flavor into product curation and store ambiance, Avolta aims to increase footfall by 12%, and give niche Mexican brands a global platform in high-traffic retail environments.
The Power Behind the Partnership
The contract renewal was jointly celebrated by both parties as a sign of shared success and commitment to innovation.
Enrique Urioste, President and CEO of LATAM & Caribbean at Avolta, emphasized the importance of continuity and evolution:
“We are thankful to Grupo Aeroportuario Centro Norte and proudly announce the extension of our partnership. This collaboration, successful for over 25 years, directly supports our Destination 2027 mission of premium, guest-centric, and locally inspired airport retail.”
Ricardo Dueñas, CEO of OMA, echoed the sentiment, stating:
“Avolta’s ability to anticipate trends and integrate global best practices with local flavor is essential. The continuity of this collaboration ensures that we stay aligned with the changing demands of travelers today and tomorrow.”
Destination 2027: Data-Led Retail for the Next Era of Travel
Avolta’s Destination 2027 strategy prioritizes data-driven product curation, real-time footfall monitoring, and omni-channel convenience. Under this new agreement, performance at each location will be tracked via biometric counters and live sales dashboards, allowing store layouts and inventories to adjust rapidly based on passenger behavior and demographics.
This agile retail approach supports Avolta’s vision of airport shopping as a curated experience, not just a transactional stop.
Why This Matters for Mexican Tourism and Aviation
With Mexico’s international arrivals expected to grow by 6% annually through 2027, driven by booming cruise traffic, resurgent tourism, and industrial growth in northern cities, enhancing airport infrastructure is now more critical than ever.
Retail spending per passenger is also increasing, especially among leisure travelers and duty-free shoppers. By integrating local storytelling with premium global brands, Avolta and OMA are positioning Mexico’s regional airports as destinations within destinations—encouraging travelers to arrive earlier, spend more, and engage deeper.
What’s Next?
The refurbishment process is set to begin later this year, with phased rollouts expected through 2026. If successful, both companies are considering additional upgrades at OMA’s secondary terminals, extending the Avolta experience to a broader traveler base.
For now, flyers passing through Monterrey, Mazatlán, Acapulco, and Ixtapa-Zihuatanejo can expect brighter stores, richer cultural connections, and a reimagined path to purchase that mirrors the vibrant essence of Mexico itself.
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