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The Tax Free World Association (TFWA) is set to transform the travel retail landscape in Asia Pacific with the announcement of a reimagined TFWA Asia Pacific Exhibition & Conference in 2026, to be held in Singapore. This comes following the election of Sarah Branquinho as the new President of TFWA, marking a significant shift in the association’s strategic direction.
Branquinho, the first woman to hold the presidency, brings extensive commercial and advocacy experience to the role. Her leadership coincides with a pivotal moment for the industry as brands, airports, and operators seek to redefine consumer engagement through technology and innovative experiences. The upcoming exhibition will introduce new platforms such as World of Innovation and Taste of the World, alongside a redesigned, category-led format that emphasises an experience-driven approach.
Branquinho’s presidency is expected to guide TFWA’s evolution from a traditional trade platform to a future-facing industry catalyst. She highlights Asia Pacific’s critical role in shaping the next phase of global travel retail, stating, “The region continues to drive growth, innovation, and new consumer expectations.”
The new initiatives reflect TFWA’s commitment to fostering innovation and enhancing the travel retail experience. As the industry adapts to changing consumer demands, the association’s efforts aim to position Asia Pacific as a leader in the sector’s future development. The 2026 conference promises to be a landmark event, setting the stage for the next era of travel retail.
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