TFWA reveals ‘food and beverage has become more important’
The Tax Free World Association (TFWA) will be placing “gastronomy” at the heart of its upcoming Asia Pacific show and has admitted that “food and beverage has become more important” within travel retail.
The TFWA Asia Pacific Exhibition & Conference is set to introduce a new format for 2026 with an “entirely redesigned” exhibition layout including a new food and beverage hub, named Taste of the World, amplifying the importance of drinking and dining experiences to travel retail sales.
The event, which is Asia Pacific’s annual duty free summit and is held at Marina Bay Sands Expo & Convention Centre in Singapore from 10-14 May, will place its Taste of the World platform at the centre of the show so that premium food and drinks brands can stage live demonstrations and connect with industry stakeholders.
Drinks are a revenue generator
According to the association, “eating and drinking at airports generates up to half of all non-aeronautical revenues, as much part of the passenger experience as duty free shopping”.
To assist with “flow,” the show’s new layout features a clear category-focused zoning concept, which the TFWA has said will assist in a more intuitive journey for visitors and also offer stronger visibility for exhibitors.
This means that drinks will be housed all-together, making it “seamless” for buyers to stop by and visit them and learn more.
Speaking at an event hosted at Hotel Prince de Galles in Paris yesterday, TFWA vice president of marketing Alessio Crivelli highlighted that the show is “a unique platform where global and regional brands, retailers, airports and suppliers come together to exchange ideas, explore a new opportunity and shape the future of our industry.”
Gastronomy-focused
Crivelli described Taste of the World as “a new gastronomy focused destination” and reiterated that, within travel retail, “food and beverage has become more important”.
The Taste of the World area will also house the TFWA Asia Pacific Lounge, where the entire sector comes together to network as part of the event, giving the hub a social and central feel for the entire exhibition and conference.
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Looking at why the Asia Pacific traveller is so crucial for the sector and its future, Crivelli explained: “East and Southeast Asia together represent almost 42% of the national international travel demand, and Singapore, on the other side, is a global hub for connectivity and innovation and providing the perfect background for such a dynamic meeting of minds. But it’s not just about numbers, Asia. It’s also about changing travel expectations, premiumisation, digital integration and experience-driven retail.”
But, he observed: “Asian travellers are changing, are getting more sophisticated, more demanding, and the industry must evolve accordingly.”
Looking at ‘what’s next’
Another new 1,399 square metre area within the show, named World of Innovation, will be a “dedicated to technology and new concepts” and will shine a “spotlight on future retail solutions and products.” said Crivelli, who insisted that “the space has been designed to attract exhibitors and visitors seeking ‘what’s next’.”
TFWA managing director Franck Waechter said that the World of Innovation is “really a location where the entire industry can express themselves” and explained that the goal was to look “towards tech solutions, towards AI and towards all the things that are going to shape the travel journey in the next couple of years”.
Crivelli pointed out that the modifications were “to keep our industry dynamic and competitive” and explained: “we want to open up to more visitors and not just buyers, because the industry is evolving”.
Chef Akira Back
The TFWA Asia Pacific Exhibition & Conference 2026 will also additionally host Chef Akira Back who will be present at the event to “create unforgettable travel experiences through culinary creativity and connection” for all attendees.
Describing the forward steps that the exhibition and conference is set to make to appeal to the sector, Waechter added: “We have enlarged the number of people eligible to come. This is an important factor that will help us grow”.
Hinting about the progress that the TFWA has already made with bookings for its show in Cannes for 2026, Waechter told db that things are looking positive and revealed: “We have already had 25% of exhibitors sign up for Cannes in just three days.”.
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