FRANCE/THE AMERICAS. The International Association of Airport & Duty Free Stores (IAADFS) has transitioned to a new identity as the Travel Retail Alliance of the Americas (TRAA), reflecting the evolution of the sector beyond its traditional duty-free roots.
The change was announced today (29 September) by long-time IAADFS Chairman Rene Riedi at a press conference during the TFWA World Exhibition in Cannes (follow our live coverage here).
Riedi said the move reflects the development of travel retail into a “diverse eco-system”. Following consultation with members, he said it had become clear they wanted “an organisation that represents the industry but also brings people together”.
Under its new identity, the Alliance plans to become more active year-round in serving members across the Americas, with an increased emphasis on advocacy, industry insights, education and connecting the travel retail community.
The organisation said the TRAA name reflects its expanded remit across a sector that today spans duty free, food & beverage, speciality retail, cruise and ferry retail, border stores, airports, and a wide range of supporting partners.
TRAA Chairman Rene Riedi said: “Travel retail has always been a relationship-driven business. The partnerships formed between operators, brands, airports, and industry stakeholders are what drive innovation, create opportunity and ultimately enhance the traveller experience.
“TRAA reflects our commitment to bringing the industry together and helping shape a strong, connected and future-ready marketplace across the Americas.”
According to TRAAA, the word ‘Alliance’ was deliberately chosen to underline the organisation’s role in bringing together different industry stakeholders and strengthening travel retail’s collective voice across the region.
TRAA said its future activity will centre on collaboration and connection; advocacy and representation; innovation and growth; intelligence and insights; and sustainability and responsibility.
Executive Director Natalie DeHart said: “This is much more than a rebrand. It is a reflection of where our industry is today and where it is headed tomorrow.
“Our members told us they wanted an organisation that creates value throughout the year, strengthens connections between operators and brands, and helps the industry navigate change.
“TRAA is designed to meet those expectations while building on the strong foundation established by IAADFS.”
The association, which has served the duty-free and travel retail community for almost six decades, will continue to organise the Summit of the Americas while expanding its year-round member services, advocacy, intelligence and engagement activities.
Riedi also confirmed in Cannes that West Palm Beach, Florida will host the Summit of the Americas for the next two editions. The 2027 event will take place on 7-10 March, followed by the 2028 Summit on 19-22 March at the Palm Beach Convention Center.
Riedi concluded: “Travel retail has always been a relationship-driven business. TRAA exists to strengthen the connections between operators, brands and stakeholders that ultimately drive growth, innovation and exceptional traveller experiences throughout the Americas.” ✈
