The International Association of Airport and Duty Free Stores (IAADFS) has rebranded, unveiling a new name and visual identity today at a press conference at the TFWA World Exhibition and Conference: Travel Retail Alliance of the Americas (TRAA).
The TRAA says the rebrand comes as the duty free and travel retail industry has evolved beyond its traditional airport duty free roots and is becoming increasingly interconnected. The industry now spans a broad range of businesses and experiences, including duty free, food and beverage, specialty retail, cruise and ferry retail, border stores, airports and supporting partners.
The new name aims to better represent the industry and TRAA’s role in strengthening relationships, encouraging collaboration and supporting the growth of travel retail across the Americas.
It aims to express the collaborative nature of the industry and the organization’s role in bringing together diverse stakeholders, including operators, brands, suppliers, and industry partners.
Rene Riedi, Chairman of the Board of the Travel Retail Alliance of the Americas, 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 traveler experience. TRAA reflects our commitment to bringing the industry together and helping shape a strong, connected, and future-ready marketplace across the Americas.”
As the TRAA, the organization will focus on five priorities: strengthening collaboration and connection across the industry; acting as an advocate and representative for the Americas; fostering innovation and growth for members; expanding access to intelligence, insights and education; and promoting responsible business practices that support the industry’s long-term success.
The TRAA will continue to produce the Summit of the Americas. The organization also intends to strengthen engagement opportunities, advocacy efforts, industry intelligence and member services.
The TRAA revealed that the Summit of the Americas will return to the Palm Beach Convention Center in Palm Beach, Florida, in both 2027 and 2028. Next year, the event will be held between March 7-10 and in 2028 it will take place between March 19-22.