Kranjska Gora, Slovenia | 10–12 June 2026
The future of travel retail depends increasingly on collaboration across the entire airport ecosystem. This was the key message of CEETRA & Friends 2026, which brought together airports, travel retail operators, airlines, brand owners and industry partners from across Central and Eastern Europe in Kranjska Gora, Slovenia.
Hosted by Fraport Slovenija – Ljubljana Airport in partnership with the Kranjska Gora Tourism Board, the annual event once again confirmed its position as one of the region’s leading platforms for networking, knowledge sharing and industry cooperation.
Unlike traditional industry conferences, CEETRA & Friends combines a high-level business programme with a deliberately informal atmosphere that encourages open discussion, direct access to decision-makers and the development of lasting business relationships. This distinctive format has become one of the event’s defining characteristics and continues to attract senior executives from across the regional travel retail community.
Opening the conference, Andrzej Miłaszewicz,
President of CEETRA, emphasised the association’s mission to strengthen cooperation between airports, retailers, brands and business partners while supporting the exchange of expertise and best practices across Central and Eastern Europe.
Participants were welcomed by Juergen Deischl, CEO of Ljubljana Airport, who outlined the evolving role of airports as integrated commercial destinations where passenger experience, retail, food & beverage, services and technology increasingly work together to create value. He underlined that customer experience has become one of the key competitive differentiators for modern airports.
Representing the host destination, Luka Vrančič of the Kranjska Gora Tourism Board welcomed delegates and highlighted the region’s growing appeal as a venue for international business events.
Airport as an integrated commercial ecosystem
The conference focused on the growing integration of commercial activities within airports, highlighting how closer cooperation between airports, airlines, retailers, food & beverage operators, technology providers and research partners is reshaping passenger experience while driving non-aeronautical revenue growth.
The programme opened with research presented by m1nd-set, where Founder Peter Mohn, together with airport F&B expert Christopher Dunham-Haigh and Alan Bork, Member of the CEETRA Board, explored the increasingly complementary relationship between food & beverage and travel retail. Drawing on international consumer research and case studies, the speakers demonstrated how integrated commercial planning can improve passenger engagement and maximise commercial performance.
Delegates also received an update on the latest political, regulatory and market developments affecting European travel retail during a session delivered in cooperation with the European Travel Retail Confederation (ETRC), providing valuable insight into the opportunities and challenges facing the sector.
One of the programme’s highlights was the panel discussion Operating Through Permanent Disruption: When Crises Cascade Across the Travel Ecosystem, moderated by Wojciech Czernek, CEO of Baltona, which is celebrating its 80th anniversary this year.
Representatives of LOT Polish Airlines, Poznań Airport and PORT Polska/CPK discussed how airports, airlines and travel retail businesses can strengthen resilience in an environment shaped by continuing geopolitical, economic and regulatory disruption. The discussion concluded that closer cooperation across the aviation ecosystem will be essential for long-term growth.
Data-driven commercial development
As host airport, Ljubljana Airport presented its commercial development strategy, demonstrating how retail, food & beverage, parking and advertising solutions are managed as part of a seamless passenger journey designed to enhance both customer satisfaction and commercial performance.
Further sessions highlighted the growing importance of data and analytics in commercial decision-making. Visa Consulting & Analytics showcased how payment data can provide valuable insights into tourism flows and traveller behaviour, while Slovenian research company Arhea presented its long-term passenger research programme developed jointly with Fraport Slovenija, illustrating how continuous passenger insight supports strategic commercial planning.
The conference concluded with a presentation by PROprima, examining emerging trends in airport food & beverage and the increasingly important role of hospitality concepts in creating differentiated passenger experiences.
Business relationships beyond the conference room
A defining feature of CEETRA & Friends is its deliberately informal format. Rather than limiting networking to coffee breaks, the event is designed to create an environment where meaningful business conversations continue naturally beyond the conference room.
Throughout the three-day programme, delegates combined conference sessions with networking activities in the Julian Alps, including an e-bike tour through the Planica Valley and evening gatherings. The relaxed setting encouraged open dialogue, direct exchanges between decision-makers and the development of new partnerships across the regional travel retail community.
The social programme also featured the celebration of Baltona’s 80th anniversary, bringing together partners and long-standing friends from across the industry.
This combination of high-quality conference content and relationship-driven networking has become one of the defining characteristics of CEETRA & Friends and continues to differentiate the event within the European travel retail calendar.
Looking ahead
CEETRA & Friends 2026 demonstrated once again that the future of travel retail will be built on cooperation, innovation and the effective exchange of knowledge across the airport ecosystem.
As aviation and travel retail continue to evolve, CEETRA confirmed its commitment to developing further initiatives that strengthen collaboration between airports, retailers, brands and business partners throughout Central and Eastern Europe.
For more information, visit www.ceetra.org.
About CEETRA
CEETRA (Central & Eastern European Travel Retail Association) is an independent industry association representing airports, travel retail operators, brand owners and business partners across Central and Eastern Europe. The organisation supports the sustainable development of the regional travel retail sector through networking, education, collaboration and advocacy on behalf of the industry.
