The initiative will be led by Budapest Airport, with the committee jointly coordinated by Bianka Pivarcsi, Head of Marketing at Budapest Airport, and Paweł Kranc, Secretary General of CEETRA.
This is the first expert committee established within CEETRA. Over the coming months, we plan to launch additional working groups focusing on the key areas of our organisation and the wider Travel Retail industry.
Why are we launching the Travel Retail Marketing Committee?
Marketing and communications play a crucial role in the development of today’s Travel Retail business. Changing passenger expectations, evolving communication channels, rapid technological development and increasing market competition require much closer cooperation between airports, Travel Retail operators, brand owners and technology partners.
The Committee will provide a platform for marketing, communications and commercial professionals to exchange knowledge, share experience and collaborate on industry challenges. Together, participants will analyse emerging trends, identify best practices and develop practical solutions that support the continued growth of Travel Retail across the CEE region.
The Committee’s initial work will focus on topics including:
- organising and structuring market research and market data
- changing passenger profiles and shopping behaviour,
- declining passenger spend at airports,
- development of new product categories,
- effective marketing and communication within the airport environment,
- strengthening cooperation between airports, Travel Retail operators and brand owners.
First Meeting – Budapest, Autumn 2026
The inaugural meeting of the Travel Retail Marketing Committee is planned for late September / early October 2026 in Budapest..
The event will take the form of an interactive workshop bringing together representatives of CEETRA member organisations to exchange experiences, showcase best practices and jointly define the Committee’s priorities and future activities.
The project will be delivered in cooperation with ETRC (European Travel Retail Confederation), with additional industry experts invited to contribute to the discussions.
What Will CEETRA Members Gain?
The expert committees will become one of the key benefits of CEETRA membership. They will provide members with an opportunity not only to participate in discussions but also to actively shape the future of the organisation and the Travel Retail industry in Central and Eastern Europe.
Committee participants will have the opportunity to:
- actively influence the strategic direction of CEETRA initiatives,
- contribute to industry recommendations and best practices,
- collaborate directly with experts from airports, Travel Retail operators, brand owners and technology companies,
- exchange knowledge and experience with professionals from across the CEE region,
- build valuable professional relationships and business partnerships,
- participate in exclusive workshops and expert meetings available only to CEETRA members.
We believe that the Travel Retail Marketing Committee marks the beginning of a new chapter in CEETRA’s development. Our ambition is not only to connect the Travel Retail community, but also to create an organisation where ideas are transformed into practical initiatives that support the sustainable growth of the entire industry.
