The wider economic impact of travel retail in Germany in 2026.

Germany is missing out on the potential of the travel retail channel, according to a new report. While the German market is expected to generate a direct economic impact of approximately €1.72bn ($1.97bn*) in 2026, rising to €2.35bn ($2.71bn) by 2030, this growth in travel retail is projected to remain below the European travel retail average.

This is according to a joint study from Germany’s travel retail association, Deutscher Travel Retail Verband (DTRV), and management consultancy Deloitte, which calls for a more modern regulatory framework to unlock the full potential of the channel, described as “a strategic industry”.

Travel retail in the European Union’s (EU’s) largest economy supports around 20,000 jobs. However, when wider supply chain, employee-spending and connectivity-related effects are included, the sector is associated with an estimated €12.09bn in economic value and 156,000 jobs across the German economy. These are among the key findings of the study titled The Economic Impact of Travel Retail – How Germany Can Maximise Its Potential.

“Beyond direct sales and jobs, airports, regional value chains, and Germany’s position as an international business hub benefit from this sector,” said Anna Krug, Partner at Deloitte. “The findings suggest that a coordinated collaboration among all stakeholders in the ecosystem could promote further growth, investment, and connectivity.”

DTRV President Richard Hoyer: “Across the world’s leading aviation hubs, policymakers understand that a successful travel retail sector is an essential component of airport competitiveness.”

Travel retail’s value in the aviation ecosystem

The study doubles down on a recognised facet within aviation: travel retail plays a vital role in the financial resilience of airports. Revenue generated through commercial activities provides airports with resources to invest in terminals, customer experience, digitalisation, sustainability projects, and operational efficiency. DTRV states: “More than 30% of retail revenue generated by airport retailers flows directly back to airports, helping finance critical infrastructure investments.”

DTRV President Richard Hoyer says: “Across the world’s leading aviation hubs, policymakers understand that a successful travel retail sector is an essential component of airport competitiveness. It drives investment, supports economic growth, and helps ensure the sustainable financing of airport infrastructure.” In other words, travel retail should be regarded as a strategic instrument for economic growth, airport financing, and international connectivity.

Brand value

The report also highlights travel retail’s role as a ‘shop window’ for brands, with airports providing access to prized international consumers at a time when they are receptive to discovery, trial, and purchase. DTRV argues that the industry “enables global and local brands alike to build awareness and create lasting customer relationships”.

According to the study, the channel enables German brands to increase their international visibility by reaching global travellers and gaining consumer insights. The report emphasises the significant exposure opportunity for local and regional products to reach global audiences, as highlighted by Gebr. Heinemann’s new stores in Iceland’s Keflavík Airport (KEF).

From a home market perspective, Hoyer emphasises: “Whether it is a global premium brand or a local producer from a German region, travel retail offers a unique opportunity to reach international consumers. It is one of the most effective ways to tell our story.”

Barriers to growth and a call to action

The report identifies several structural barriers in Germany that limit competitiveness, including regulatory restrictions, lengthy approval processes, and fiscal policies that are less favourable than those found in many other European and international markets. Examples include the EU residence principle, export-related restrictions, and the €50 de minimis threshold for airport VAT-free exports.

As a result, DTRV is calling for a more tailored and competitive regulatory framework that reflects the specific nature of travel retail to enable the sector to contribute more strongly to Germany’s economic and aviation ambitions. The study concludes that unlocking the full potential of travel retail will require coordinated action from policymakers, airports, airlines, retailers, and brands.

* FX conversions at today’s rate.

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