Having weathered the storms of Covid-19 lockdowns, things are looking up as members of the travel sector prepare to gather in Cannes for the 40th anniversary of the TFWA World Exhibition & Conference.

The travel industry has come a long way since the disruption of the pandemic. In the early days of Covid-19, forecasts projected it would take until 2025 for the sector to return to its 2019 trading levels. As the year approaches, what progress has been made?

“The strong post-pandemic rebound continued in 2023,” enthused Willie Walsh, director general of the International Air Transport Association (IATA). “December traffic stood just 2.5% below 2019 levels, with a strong performance in quarter four, teeing-up airlines for a return to normal growth patterns in 2024. The recovery in travel is good news.

“The restoration of connectivity is powering the global economy as people travel to do business, further their educations, take hard-earned vacations, and much more. But to maximise the benefits of air travel in the post-pandemic world, governments need to take a strategic approach. That means providing cost-efficient infrastructure to meet demand, incentivising sustainable aviation fuel production to meet our net-zero carbon emission goal by 2050, and adopting regulations that deliver a clear cost benefit.

“Completing the recovery must not be an excuse for governments to forget the critical role of aviation to increasing the prosperity and wellbeing of people and businesses the world over.”

In 2023, total air traffic – measured in revenue passenger kilometres – rose by 36.9% compared with 2022, according to IATA data. Full-year traffic in 2023 was up to 94.1% of pre-pandemic levels (2019). If we focus on December 2023, total traffic grew by 25.3% compared with the same month in 2022, and equated to 97.5% of the total traffic seen in the last month of 2019. Fourth-quarter traffic last year was 98.2% of 2019’s level, indicating a ‘strong recovery’.

At the time of writing, the latest available data reported on June 2024. Total traffic was up by 9.1% compared with June 2023.

“Demand grew across all regions as the peak Northern summer travel season began in June,” noted Walsh. “And with overall capacity growth lagging demand, we saw a very strong average load factor of 85% achieved in both domestic and international operations. Operating with such high load factors is both good and challenging. It makes it even more important for all the stakeholders to operate with equal levels of efficiency to minimise delays and get travellers to their destinations on schedule.”

Key role

The industry is inarguably hoping to finish the year and enter 2025 in line with its previous 2019 peak – and as always, the Tax Free World Association (TFWA) World Exhibition & Conference in Cannes will play a key role in shaping partnerships and business for the following year. This is a particularly prestigious occasion for the event, which is celebrating its 40th anniversary this year.

It also marks Erik Juul-Mortensen’s last year as TFWA president: “In my final year as president, the delight of hosting such an inspiring event has not faded,” he said. “I, like many others across the industry, am very much looking forward to meeting with colleagues as we mark TFWA’s 40th anniversary.”

The annual event will return to the Palais des Festivals in Cannes from Monday 30 September to Thursday 3 October. With this year being a milestone event, the show organisers have pulled out all the stops, and have secured former US secretary of state Hillary Rodham Clinton to headline the opening conference. Clinton will take the stage in conversation with broadcaster, journalist and presenter of BBC World’s HARDTalk, Stephen Sackur. The conversation promises to draw on her five decades of experience in public service as an advocate, attorney, First Lady, US senator, US secretary of state, and presidential candidate. Importantly, Clinton will address the impact of the changing geopolitical landscape and its effect on the duty free and travel retail industries.

Additional speakers lined up for the opening conference include Sam Rad, an anthropologist, author and founder of several emerging tech companies. She will help delegates better understand how to meet the expectations of digital-first Gen Z travellers. In addition, former astronaut Anousheh Ansari, currently CEO of XPrize Foundation, which organises public competitions to foster technological development, will delve into the future of business and travel.

Below and on the following pages, we highlight several notable events in the TFWA conference programme, alongside a number of spirits brands to look out for at this year’s event.

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SUNDAY 29 SEPTEMBER

Pétanque Tournament 9am-12pm CET

Location: Place de l’Etang, Cannes

Meet on Sunday morning for a round of petanque against fellow delegates. Opening Cocktail 7pm CET Location: Carlton Beach Come in smart-casual clothing with a touch of white for the annual opening cocktail to begin the TFWA World Exhibition & Conference 2024.

MONDAY 30 SEPTEMBER

Opening Conference

9am-12pm CET Location: Grand Auditorium, Palais des Festivals

TFWA president Erik Juul-Mortensen will open the conference before the exhibition. This year’s stage will be graced by former US secretary of state Hillary Rodham Clinton. Exhibition 12pm-6.30pm The exhibition halls will officially open from midday, kick-starting the TFWA World Exhibition & Conference and all of its business and networking opportunities.

The Spirits Business Travel Retail Beach Party

6.30pm-11pm CET Location: Plage & Restaurant Croisette Beach

The Spirits Business Travel Retail Beach Party 2024 is key networking opportunity for TFWA delegates to meet buyers, distributors, importers, brand owners and more from across the industry. Enjoy wine and cocktails as the sun sets on the beach. RSVP to aasiya.sackey@thespiritsbusiness.com.

TUESDAY 1 OCTOBER

Workshop: reimagining travel retail

8am-9.30am CET Location: Majestic Hotel

During this 90-minute session, guests will hear about the latest developments and challenges in the travel retail sector. The session will feature Marie Isquenderian, Euromonitor International innovation senior consultant, and Alex Liu, Kearney managing partner and chairman, who will share studies and analysis of strategies and how to adapt to the evolving travel landscape. Andrew Ford, managing partner at Paccaya, Isabel Zarza, CEO Southern Europe at Avolta, and Ian Cesa, president of Horizon Consumer Science, will also take part in the talk. Michele Miranda, conference director TFWA, will moderate the discussion.

WEDNESDAY 2 OCTOBER

Exhibition and One2One Meetings

9am-6.30pm CET Location: Palais des Festivals

Further opportunities to meet and network at the show.

Closing Party

8pm-2am CET Location: Carlton Beach

To mark the end of the 40th TFWA World Exhibition & Conference, delegates are invited to don their smart and glamorous outfits – with an optional touch of gold – and head to Carlton Beach for the last hurrah.

THURSDAY 3 OCTOBER

Exhibition and One2One Meetings

9am-5pm CET

The final opportunity to explore the exhibition, and to network.

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Brands to look out for

Douglas Laing

Stand: J3, Red Village

Whisky bottler and distiller Douglas Laing is known for showcasing the various styles of whisky made around Scotland. At TFWA’s exhibition, the company will be highlighting several key offerings in its portfolio, including the Remarkable Regional Malts. In addition, visitors can learn more about the Exceptional Single Casks range, and the brand’s Highland single malt, Strathearn, which Douglas Laing acquired in 2019.

The company described the exhibition and conference as a strategic platform to connect with key industry players, explore business opportunities and drive brand growth internationally. All of these points will be top priority for Douglas Laing throughout the event in Cannes.

Scott Morrison, brand manager at Douglas Laing, said: “We are looking forward to forging new partnerships, expanding our distribution network, and introducing our unique range of spirits to a broader international audience, which are all crucial for driving growth and innovation in this competitive market.”

Duty Free Global

Stand: J35, Green Village

There is a plethora of spirits to discover at the Duty Free Global (DFG) stand. This year, the team will be showcasing items including Boundless by The Lakes Distillery, Gunpowder Gin Brazilian Pineapple, Mermaid Gin’s GTR range, Samsara Red by Bladnoch, and Travelling Circus by Compass Box.

As well as the above, DFG will also be exhibiting numerous Sazerac-owned brands: Buffalo Trace, 1792, Sazerac Rye, EH Taylor, Eagle Rare, WL Weller, Fireball, Sheep Dog, Southern Comfort, and more.

And if exclusive bottlings are what you’re after, be sure to enquire about Etsu Japanese Gin Sakura limited edition, and Hinotori Japanese Whisky. Plus, don’t miss the launch of Compass Box Secrets of Smoke at 5pm on Monday 30 September. A spokesperson for Duty Free Global said: “This year’s show will be a big celebration of 40 years of TFWA, and we at DFG are very proud to be long-term members and supporters of the association.”

Halewood Artisanal Spirits

Stand: Boat Accama Delta

This year’s TFWA World Exhibition & Conference will give Halewood Artisanal Spirits the opportunity to focus on its broad whisky portfolio from the UK and Ireland, which is now available in travel retail. Halewood claims to be the only company in the world distilling whisky in England, Scotland and Wales. Its range includes Welsh whisky brand Aber Falls Single Malt, Scotch whisky Bonnington Single Malt, British whisky Bankhall, and Irish whiskeys The Pogues and Samuel Gelston’s.

Flavoured gin brand Whitley Neill, and rum and Tequila brand Dead Man’s Fingers will also be available for delegates to discover.

The company hopes to continue its strong retail partnerships during the show, while meeting new potential business partners who feel equally excited about its travel retail ambitions. Eamon Prunty, Halewood’s GTR director, commented: “TFWA WE [World Exhibition] is the key industry event in the travel retail calendar – it is the platform for launching new products and discussing next year’s marketing and promotional strategy with our retail partners. “Of course, it is also a superb opportunity to meet up with industry friends and colleagues from around the globe. It’s a must-do week in our annual calendar.”

Nemiroff

Stand: E30, Yellow Village

Nemiroff will be sharing two new campaigns at this year’s TFWA show to highlight key parts of its portfolio. The Ukrainian vodka brand will present its latest campaign for Nemiroff De Luxe: That’s My Spirit. It aims to inspire self-belief and self-determination among drinkers, and encourages consumers to embrace their inner strength and quality.

Second, to celebrate The Inked Collection, Nemiroff will also be showcasing its ‘What are you open to?’ campaign. This initiative has been designed to speak directly to younger, adventurous drinkers seeking new experiences – including taste sensations.

Furthermore, Nemiroff will be relaunching its De Luxe line with the new refined Nemiroff De Luxe Reserve, which promises to deliver a smooth taste to meet changing consumer expectations. In keeping with the brand’s higher-end offerings, ultra-premium Lex by Nemiroff will also be available to discover.

Tito’s Handmade Vodka

Stand: M71, Green Village

The biggest-selling vodka brand in the US will be returning to Cannes for another year to continue its travel retail expansion plans. Tito’s Handmade Vodka is available in several bottle sizes to suit different retailer needs, which can be explored at the stand. Tito’s is keen to meet existing and new customers in person to discuss domestic distribution and duty free retail opportunities. And with the festive season just a couple of months away, the brand will also be bringing its ‘ugly sweater’ bottle cover back with a new design. John McDonnell, managing director, international, Tito’s Handmade Vodka, said: “As someone who has been attending Cannes for many years, starting back in the Seagram days, it’s exciting this year to be celebrating the 40th anniversary of this important industry event. “I’m looking forward to everything that TFWA has planned to commemorate this impressive milestone.”

International Beverage

Stand: 2-4, Marine Village

For a first look at Speyburn’s new travel retail-exclusive collection, be sure to carve some time out to pay International Beverage a visit in Marine Village. The new Scotch whisky is set to launch in 2025 – but full details are being closely guarded until the show.

Mathieu Jeannin, GTR sales manager for International Beverage, said: “This year is a particularly exciting year for International Beverage, as we will be unveiling Speyburn’s brand new travel retail-exclusive collection, which will be launching early next year. I’m looking forward to seeing visitors at our stand trying these exceptional whiskies.”

Larsen Cognac will also be showcased for the first time, alongside stablemates Old Pulteney and Balblair single malt Scotch whiskies, Phraya Rum, and Caorunn Gin.

“TFWA Cannes is a fantastic setting to meet with our partners form the global travel retail channel in person and discuss our future plans,” Jeannin added. “It’s also great to meet with other spirits brands to share experiences and vision about the upcoming channel trends.”

Liviko

Stand: B4, Blue Village

Crafter’s Gin will be the focus for Liviko at the TFWA event. Gin enthusiasts will want to take note of the brand’s Crafter’s Golden Saffron Gin, which was created to celebrate Dubai Duty Free’s 40th anniversary.

While gin will be front and centre, there will be multiple spirits available to discover and try. Liviko will also be presenting Vana Tallinn Liqueur from Estonia, as well as premium Estonian vodkas: Viru Valge, Bellingshausen, and Hõbe Vodka.

A spokesperson for Liviko said: “We are looking forward to another terrific event this year. We can’t wait to meet our friends and partners, and of course to introduce our brands to new markets.

“We are proud to be a product distribution sponsor for the TFWA Lounge, where guests can relax with industry colleagues and friends, while enjoying Crafter’s cocktails at the Carlton Beach venue.”

Noblewood Group

Stand: L36, Green Village

Headquartered in Montenegro, Noblewood has garnered a reputation for quality spirits – particularly for its flagship vodka, Beluga.

Beluga Vodka enjoys a global following and reputation. Its portfolio comprises five key expressions: Beluga Noble, Beluga Celebration, Beluga Transatlantic Racing, Beluga Allure, and Beluga Gold Line. The latter will be the core focus at Beluga’s stand during the TFWA exhibition.

Noblewood has a clear goal for this year’s show: to strengthen its existing partnerships, while forging new connections in the travel retail space, and showcasing its limited edition launches. Andreas Ioannides, managing director at Noblewood Group, said: “TFWA 2024 is a key event for us as it provides an unparalleled platform to present our latest innovations and expand our brand’s reach.”

Rémy Cointreau

Stand: Foyer 1A and 1B, Marine Village

There will be a diverse range of spirits showcased by Rémy Cointreau in 2024. Attendees will be able to find out about a new line of limited edition Cognacs from Rémy Martin – enhanced by an engaging retail design.

And in another first, visitors will also be given the inaugural look at the new Louis XIII design. When it comes to Scotch whisky, travel retail-exclusive single malts from Bruichladdich will be making their debut during the show. Plus, the TFWA World Exhibition & Conference 2024 will be the Cannes debut for American whiskey Westland.

And if that weren’t enough, other brands on offer will include Cointreau, The Botanist, St-Rémy, Metaxa, and Mount Gay Rum.

Each offering will work towards Rémy Cointreau’s ultimate goal at the 2024 event, to engage with the company’s retail partners and generate excitement for the future of its luxury portfolio in the travel retail channel.

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