Michael Payne and Rene Riedi, Board Chairman, TRAA.

As we reported via the TRBusiness LinkedIn platform, the International Association of Airport and Duty Free Stores (IAADFS) has unveiled a new name and visual identity: Travel Retail Alliance of the Americas (TRAA).

The news was revealed at a press conference yesterday (29 September) at the TFWA World Exhibition in Cannes led by Rene Riedi, Board Chairman.

The move follows nearly six decades operating under the IAADFS name, with the new identity said to better reflect the community the association serves and the future it’s helping to shape.

Indeed, Riedi described how the move is in line with travel retail’s  evolution beyond traditional airport duty-free into a broader ecosystem of operators, brands, food and beverage providers, airports, cruise operators, border retailers, and other industry partners.

TRAA stressed that the announcement marks more than a rebrand and is a signal of its ‘continued commitment to serving as a year-round platform for collaboration, advocacy, education, and engagement across the Americas’.

The organisation remains focused on helping operators and brands build stronger relationships, navigate change, identify new opportunities, and elevate the traveller experience.

International Association of Airport and Duty Free Stores (IAADFS) has transformed into the Travel Retail Alliance of the Americas (TRAA)

Looking ahead, the 2027 Summit of the Americas is taking place from 7-10 March, 2027 at Palm Beach County Convention Center West Palm Beach, Florida.

Registration opens in October. The company website can be discovered at travelretailamericas.org.

READ NEXT: TR Consumer Forum 2027 heading to Frankfurt in June with Fraport

READ NEXT: Tax Free World Association renews partnership with the City of Cannes

READ NEXT: TFWA: Turning travel growth into sustainable growth for travel retail