GERMANY. Frankfurt Airport is marking Diwali with its first retail campaign dedicated to the Hindu Festival of Lights.
The seasonal campaign targets passengers flying to India from Terminal 1, with retail and dining offers and personal shopping services geared towards travellers buying last-minute gifts for family and friends.
More than 1.2 million passengers travelled on routes between Frankfurt and India in 2025. Airport operator Fraport said gift buying was already common among passengers based in India. This insight informed how it tailored its retail offer to those travelling for the festival.
The English-language campaign encompasses digital channels, airline partnerships with Air India and Lufthansa and promotions at selected points in the terminal.
The promotional activity in the security area is supported by coupons and special offers from participating shops and food & beverage outlets.
In addition, personal shoppers provide one-to-one assistance, while staff at participating retailers receive intercultural training to help them better serve the needs of Indian travellers.
Fraport Senior Executive Vice President of Retail & Real Estate Dr Babett Stapel commented: “With the Diwali campaign, we’re placing even greater emphasis on the needs of international passengers. It is crucial to design offers, services and communications in a way that is relevant to the specific moment of travel.
“For us, this means: We want to understand cultural contexts and translate them into a respectful, inspiring experience before departure.”
The campaign is part of Fraport’s wider retail strategy, ‘The Art of Retail in the Heart of Europe’. ✈
