JTI GTR relocates headquarters and continues Ploom AURA roll out

Dubai’s strategic location serves as a gateway between East and West and enables seamless business operations across Asia, Europe, the Middle East and Africa. The region’s increasing importance is also demonstrated by the fact that Dubai is home to the number one airport globally, by passenger traffic, therefore offering unparalleled connectivity. With this in mind, Japan Tobacco International Global Travel Retail (JTI GTR) headquarters opted for a change in scenery. “The decision to relocate JTI GTR from Geneva, Switzerland, to Dubai places us at the heart of one of the world’s fastest-growing travel retail ecosystems,” comments Claudio Ferreira, General Manager of Global Travel Retail, JTI.

As Dubai continues to strengthen its role as a global hub for innovation, sustainability and digital transformation, it is also known to host a vibrant travel retail community. As noted by the team, its environment reinforces JTI’s commitment to talent development and collaboration, ensuring long-term capability, growth and diversity, not only in the Middle East and emerging travel retail markets, but also worldwide.

Following several years of strong performance and record volumes in 2024, JTI GTR’s move to Dubai marks another milestone in its growth journey, shares the team, one that aligns it even closer with the company’s vision, within the context of a dynamic, future-ready ecosystem.

Ploom AURA and enhanced tobacco taste

The key focus of Ploom AURA, JTI’s latest innovation in the Heated Tobacco and Reduced-Risk Products category, is on enhancing flavor based on its adult consumers’ evolving preferences. According to the company, the Ploom AURA device leverages SMART HEATFLOW technology, delivering sensory satisfaction while enabling consumers the full essence of tobacco with the absence of combustion and smoke. The new Heat Select System is supported by Bluetooth® connection and provides four modes for consumers to customize their experience in line with their preferences.  

When it comes to design, Ploom AURA maintains the delicate and organic curves characteristic of previous versions of Ploom, while evolving into a compact and slim look, combining elegance and practicality. Its ergonomic curved design ensures a comfortable handling experience. “Built on Ploom’s core design and DNA, Ploom AURA offers our best experience yet in the heated tobacco space,” says Hadi Sleiman, Corporate Affairs & Communications Director at JTI GTR.  

Dual lounge concept  

Speaking about the comprehensive activation approach related to the launch of Ploom AURA, the team highlights the Ploom activations taking place in Japan travel retail at seven airports – Tokyo Haneda, Narita, Kansai, Chubu, Fukuoka, Naha and Shin-Chitose, as well as at the Lotte Ginza downtown duty free store in Tokyo. The thinking behind these activations was to enable adult visitors to explore the full range of Ploom AURA devices and heated tobacco sticks, while also providing them with an opportunity to select their preferred combinations and customize their devices with prints of their choice.  

Central to these activations is the redefinition of traditional smoking lounges. As a tradition rooted not only in its consumer-centric philosophy, but also in its long-standing partnerships with airports around the world, JTI has an established legacy of investing in smoking lounges. “As we expand our commitment to Ploom, we’re redefining what the modern smoking lounge can be,” says the team.  

Over the past 12 months, JTI has developed a new and forward-thinking dual lounge concept, with the intent to create a more inclusive travel experience for all adult consumers. Featuring dedicated zones for both heated tobacco (Ploom) and combustible products (such as Winston, Camel and Mevius), these revamped lounges offer a unique, differentiated and consumer-first environment for all adult visitors.

Heated tobacco sticks on the rise

As the needs of adult consumers in the travel retail space continue to evolve toward seeking quality, innovative and reduced-risk products (RRP), the associated demand is also growing. Across the category, the heated tobacco sticks (HTS) segment is significantly gaining traction, including through offerings from JTI’s brand Ploom.  

Yusuke Kawabata-san, Regional Sales Director for Japan Travel Retail, GTR, shares, “Ploom AURA stands out through JTI’s unwavering focus on the consumer, and our commitment to driving success for our retail and airport partners, which remain at the heart of our long-term vision for the RRP category.”  

Looking ahead, the HTS segment will serve as a priority for the company. From 2025 to 2027, it plans to invest approximately 650 billion yen in RRP, with focused investments in HTS. The team is working on the ongoing roll out of Ploom AURA based on market demand and leaning on the experiences from the 28 markets where Ploom is present. To date, JTI GTR has seen successful releases of Ploom AURA in travel retail in Japan, Switzerland, and more recently, in Dubai/the United Arab Emirates and the Czech Republic. While it is tight-lipped on the exact timelines for additional market introductions, the team says, “Do keep watching this space for more similarly exciting launches in the weeks and months to come.”