The Tax Free World Association (TFWA) aims for the revamped format of its Asia Pacific Conference & Exhibition to create a more experiential event that better reflects shifts in the market, with more opportunities for learning and networking, new brands and tech solutions.
The association expanded on its ambitions for the renewed show format at a press conference in Paris last night. As reported, the TFWA Asia Pacific Conference & Exhibition, which takes place in Singapore from May 10-14, will have a re-designed layout with category-focused halls. Level 1 will be dedicated to Perfumes & Cosmetics and Fashion, while Basement 2 will house Wines & Spirits, Confectionery and Tobacco.
“We have implemented a clear category focused zoning concept, a more intuitive digital journey, stronger visibility for the exhibitors, central hubs designed as meeting points in order to facilitate networking and also a seamless transition from business to experience. This is not a just a trade show, it’s a business platform designed for learning, connection and experience,” commented TFWA Vice President Marketing Alessio Crivelli.
Tech innovation & new brands
The show will also see the introduction of new areas: World of Innovation, devoted to technology and innovation; Taste of the World, positioned as a gastronomy hub and intended to recognize the growing importance of F&B for travelers; and Launchpads, which will showcase brands not yet in travel retail.
The World of Innovation will cover 1,300m2 and be split into three areas: an agora or amphitheater for talks, events, workshops, start-up pitches and product reveals, a café in the center to encourage networking, and an area devoted to technology solutions and other innovations.
“This is a location where the entire industry can express itself. We want to be more oriented towards tech solutions, towards AI, towards all the things that are going to shape the travelers’ journey in the next couple of years,” said TFWA Managing Director Franck Waechter.
The new Launchpads area is designed to showcase brands that are not yet part of the travel-retail industry. “We offer them a hotspot where they can connect with the decision-makers. It’s a way that the TFWA wants to open to new brands, probably even more regional brands. This year, we’re going to focus a little bit more on the perfumes and cosmetics category. It is truly relevant, because we need to refresh and to host new brands, as it is important to keep our industry dynamic and competitive,” commented Crivelli.
The Taste of the World space will combine brands, live cooking demonstrations, culinary experiences and beverage-led formats. The TFWA Asia Pacific Lounge will be integrated into the space. Commenting on the profile of exhibitors in this space, Waechter said: “Basically, we have three types of customers. The first are the brands that we already have and who also have a proposition in F&B; then brands that are in the F&B but are not our customer today; and lastly it is the operators.”
The focus on F&B will also see Korean chef Akira Back host a cooking demonstration on the first day of the show. (Back hosted a demonstration following the press conference last night at his restaurant in the Hôtel Prince des Galles in Paris.)
The TFWA is also focusing on widening the visitor profile to bring in more tech players and service providers. “We want to open up to more visitors who are not just buyers, but [to service providers and technology companies]. We need to increase and to change the mix of people. […] The industry is evolving, and we need to intercept also these people,” Crivelli stated.
Also in a bid to drive visitors, the association has enlarged its Hosted Airport Programme, which invites airports to the show, to include airports from the US and Europe.
In terms of exhibitor numbers, 160 companies have so far booked space at the Asia show, slightly behind the bookings compared with this time last year due to the changes in format. However, the TFWA expects exhibitor numbers to be around the same as last year.