The Tax Free World Association has elected Sarah Branquinho as its new President, succeeding Philippe Margueritte. Her appointment marks a historic first for TFWA, as she becomes the association’s first female President, reflecting evolving leadership and renewed focus on inclusivity within global travel retail.
The Tax Free World Association has entered a new chapter in its history with the election of Sarah Branquinho as President, a decision that signals both continuity and meaningful change for the global travel retail industry. Following a vote by the TFWA Management Committee, Branquinho succeeds Philippe Margueritte, who completed a one-year term marked by steady leadership during a period of evolving dynamics for the sector. Her appointment is being widely recognised not only as a leadership transition, but as a landmark moment for an association that has long been central to shaping the direction of duty-free and travel retail worldwide.
Branquinho’s election carries particular significance as she becomes the first woman to serve as President of TFWA since its founding. In an industry that has historically been male-dominated at the very top, her ascent reflects broader shifts underway across travel retail, where diversity, inclusion and representation are increasingly seen as drivers of stronger decision-making and sustainable growth. For many within the community, her appointment is both symbolic and practical: symbolic in breaking a long-standing glass ceiling, and practical in bringing a leadership style shaped by years of hands-on industry experience and international collaboration.
TFWA, headquartered in Paris, plays a pivotal role in representing the interests of the duty-free and travel retail industry across the globe. From organising major industry events such as TFWA World Exhibition & Conference in Cannes to advocating on regulatory and commercial issues, the association serves as a vital platform for dialogue between brands, retailers, airports, landlords and other stakeholders. The presidency, therefore, is not merely ceremonial. It is a role that requires strategic vision, diplomatic skill and an ability to balance diverse regional and commercial perspectives within a rapidly changing global environment.
Sarah Branquinho brings to the presidency a deep understanding of these complexities. Over the course of her career, she has built a reputation as a respected industry leader with a strong grasp of both the commercial and relational dimensions of travel retail. Her experience has spanned key markets and functions, giving her insight into how global strategies intersect with local realities. This background is expected to serve her well as TFWA continues to navigate challenges such as shifting passenger demographics, evolving consumer expectations, regulatory pressures and the ongoing need for innovation in retail formats and partnerships.
Her predecessor, Philippe Margueritte, leaves behind a solid foundation. During his one-year term, Margueritte focused on strengthening collaboration across the TFWA membership and maintaining stability during a period when the industry was recalibrating after years of disruption. His tenure was characterised by a pragmatic approach to leadership, ensuring continuity in TFWA’s core initiatives while supporting the association’s role as a unifying voice for the sector. Branquinho’s succession is seen as a natural progression, building on this groundwork while also opening the door to fresh perspectives and priorities.
The timing of Branquinho’s election is particularly noteworthy. Travel retail is at an inflection point, with passenger traffic rebounding unevenly across regions, digital transformation reshaping the consumer journey, and sustainability becoming an increasingly central concern for brands and retailers alike. Against this backdrop, TFWA’s leadership will be expected to play an active role in helping the industry adapt, advocate and innovate. Branquinho’s presidency is anticipated to place emphasis on collaboration, inclusivity and forward-looking strategies that reflect the realities of a more complex and interconnected marketplace.
Industry observers note that her election sends a strong message about the direction TFWA intends to take. By appointing its first female President, the association underscores its commitment to reflecting the diversity of talent within the travel retail ecosystem. This move resonates particularly with younger professionals and emerging leaders, for whom representation at the top can be a powerful signal that the industry is evolving and opening up new pathways for leadership.
At the same time, Branquinho’s role will involve addressing very tangible issues facing TFWA members. These include navigating regulatory frameworks that differ widely across regions, supporting members as they respond to changing traveller behaviours, and ensuring that TFWA’s flagship events remain relevant and valuable in an era of digital networking and hybrid engagement. Balancing tradition with transformation will be a key theme of her presidency, as the association seeks to honour its legacy while embracing new ways of working and connecting.
Branquinho’s election also highlights the importance of continuity in governance. Elected by the TFWA Management Committee, her appointment reflects confidence from within the association’s leadership structure. This internal endorsement is critical, as the President must work closely with the Management Committee, Board and Secretariat to align priorities and deliver on TFWA’s strategic objectives. Her ability to build consensus and foster open dialogue will be essential in ensuring that the association continues to serve the diverse needs of its global membership.
For the wider travel retail community, the announcement has been met with a sense of optimism. Many see Branquinho as a leader who understands both the heritage of the industry and the urgency of change. Her presidency comes at a time when the sector is being challenged to rethink how it engages with consumers, how it measures success beyond sales alone, and how it contributes to broader goals such as sustainability and responsible growth.
As she steps into the role, expectations are high but so too is support from across the industry. Branquinho’s leadership will be closely watched, not only for the initiatives she champions but for the tone she sets at the top of one of travel retail’s most influential organisations. Her presidency represents an opportunity to reinforce TFWA’s role as a trusted convener, advocate and thought leader at a moment when clarity and collaboration are more important than ever.
In marking this historic appointment, TFWA signals that it is ready to evolve with the industry it represents. Sarah Branquinho’s election as President stands as a milestone that reflects progress, confidence and a belief in the power of inclusive leadership. As she takes on the mantle from Philippe Margueritte, the focus now turns to how her vision and experience will shape the association’s next phase, and how TFWA will continue to support and unite the global travel retail community in an era defined by change and opportunity.
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