Focusing on a smoke-free future: Philip Morris International Duty Free returns to TFWA World Exhibition

Beste Ermaner, Vice President, Philip Morris International Duty Free

Philip Morris International (PMI) is set to return to the 2024 TFWA World Exhibition in Cannes – after an absence of eight years – as the company accelerates the achievement of a smoke-free future.

PMI noted that since announcing its vision for a smoke-free future, alternatives to cigarettes have grown in importance across the duty free markets, as legal-age consumers continue to seek out better alternatives to continued smoking.

PMI’s philosophy puts adult consumers first, with its aim to create more options and opportunities for adult smokers who would otherwise continue to smoke, to switch to smoke-free alternatives. According to the company, the duty free channel is “a key platform for raising awareness and education of the alternatives available, and how PMI’s multicategory portfolio can provide a better solution for adult consumers around the world”.

PMI launched IQOS ILUMA in Japan Duty Free in 2024, the latest and most innovative addition to its growing portfolio of smoke-free products for adults who would otherwise continue to smoke. This range of better alternatives to cigarettes now includes multiple generations of IQOS, the leading tobacco heating system. The launch also marks the ten year anniversary of IQOS, originally launching in Nagoya, Japan in 2014.

PMI has also expanded its multicategory portfolio with VEEV NOW, the all-in-one pocket-sized e-vapor device, in the Middle East and Africa duty free markets and with ZYN nicotine pouches in additional duty free markets.

Beste Ermaner, Vice President, Philip Morris International Duty Free, said, “I am very excited to announce the return of PMI Duty Free to Cannes this year for the TFWA World Exhibition. The time is right for our return since we now have a multicategory portfolio of science-based smoke-free products and this year also marks the ten year anniversary of IQOS. As always, this will be a vital opportunity for us to meet retail partners and stakeholders, showcase our multicategory portfolio of smoke-free products and to further strengthen our collaboration to bring the growth and success of PMI in travel retail to next level together.”

The PMI team will be located on the yacht Synthesis 66 in the Harbour Village.