TFWA 2025

TFWA Asia Pacific Exhibition & Conference maintains its reputation as the leading travel retail trade event for the Asia Pacific region

The event continues to serve as a vital platform for travel retail businesses throughout Asia and beyond, featuring 16 of the top twenty global retailers like China Duty Free, Avolta, and Heinemann, along with most leading Asian airports such as Tokyo Haneda, Delhi Indira Gandhi, Singapore Changi, and Hong Kong International Airport. Scheduling business meetings remained a top priority for attendees, with a record 1,100 meetings arranged through the ONE2ONE meeting service, marking a 20% increase from the previous year. Enhanced personalized follow-up processes significantly reduced no-shows.

Workshop attendance rose by nearly 49%. The Market Watch: China workshop was packed with 319 delegates, and the India session drew 237 attendees, a notable increase from the previous year’s 222 and 151 delegates, respectively. Over three-quarters (78%) of visitors were from the Asia region, with over a third (39%) being travel retail operators, airports, and landlords, and 40% were agents or distributors.

In total, 216 companies showcased on 205 stands, including 54 brands new to the exhibition or returning after a hiatus, such as Japanese whiskey brand Nikka. A more stringent pre-qualification process ensured that all visitors were high-caliber industry professionals.

The networking events were well-received, with over 1,500 entries to the after-work TFWA Asia Pacific Lounge. Additional seating, more space, and a variety of foods enhanced the guest experience and created a relaxed atmosphere. The lounge hosted special events like an airports' gathering and a Women in Travel Retail reception, staying busy throughout the week. On Sunday night, 1,200 people attended the Welcome Cocktail at the Gardens by the Bay.

Across the event, an upgraded design offered a premium experience. The exhibition halls featured a softer, more contemporary aesthetic, while the Welcome Cocktail’s floral arrangements, live trees, and atmospheric lighting in tranquil blues and greens created an 'Enchanted Garden' ambiance.

TFWA President Philippe Margueritte commented at the end of the week, “TFWA Asia Pacific Exhibition & Conference has always been a valuable channel for brands from the US, Europe, and the Middle East aiming to expand in a growing market. The increasing presence of local brands indicates that it is also seen as a springboard to the global market by regional names and an opportunity to enhance their profile in their home territories. The debut of new brands at the show and the high attendance at both formal sessions and networking events demonstrate the region’s significant importance to our industry.

“With 3,039 visitors, our numbers are slightly down from last year. However, amidst uncertainty and political unrest like the situation between India and Pakistan, which prevented many Indian delegates from attending, it’s gratifying to welcome so many senior decision-makers in travel retail to Singapore. Serious business has been conducted this week, with attendees focused on making decisions and closing deals.

“As an association guided by the principle ‘by the trade for the trade,’ we strive to provide the best value to our members by regularly gathering their feedback and then innovating and investing to meet their evolving needs. For Cannes this year, we have several new elements planned to ensure the show remains relevant and continues to be the most important date in the travel retail calendar.”

A new generation of travelers

Margueritte described this new generation of travelers as confident and living in the moment. “With a high proportion of Gen Z-ers among them, we understand their habits. They are digital natives, constantly using their smartphones. If they’re Indian, 64% will share photos or video-call while shopping, discussing options and seeking opinions. For this group, visuals are crucial, and they seek immersive environments that blend physical and digital elements.”

Margueritte warned against complacency, emphasizing that this isn’t enough. “A recent survey by the World Travel and Tourism Council shows that over four in five global travelers value sustainable travel. 75% are willing to travel more sustainably next year, including Gen Z-ers. In travel retail, sustainable initiatives have increased as our industry embraces this issue. Sustainability must be central to everyone’s strategy as we plan for the future. At TFWA, we are committed to this cause. I’m pleased to share that the TFWA Asia Pacific Exhibition & Conference tracks its carbon footprint, diverts waste, sources over 70% of its food locally or regionally, and uses 100% recycled paper.”

Summarizing these concepts, Margueritte stated that traditional brick-and-mortar airport duty-free stores may not appeal to this new generation. “They view shopping as more than just transactions or accumulating possessions. It should be an experience to enjoy and share, stimulating the senses and offering excitement. This is evident as Gen Z’s footfall in travel retail is higher than other generations, yet their conversion rate and average spend are significantly lower. Clearly, this group isn’t finding what they want in our stores, or they aren’t sufficiently attracted by what they see.”

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