Michael Payne on Summit of the Americas’ evolution in Miami
This year’s Summit of the Americas features several educational sessions over two days, covering plenary discussions, cruise industry insights, airport operations, retail demographics and revenue partnerships
The 2025 Summit of the Americas is tracking ahead of the same time frame last year when the final attendance number for the Summit was 1,200. The Association is preparing for a significant strategic shift, relocating to Miami with a reimagined format. Running from Saturday evening through Tuesday midday, this year’s event represents a calculated balance between exhibition space, educational content and networking opportunities.
The move to Miami responds directly to industry feedback and practical considerations, according to Michael Payne, President/CEO of International Association of Airport and Duty Free Stores (IAADFS). “The decision to go to Miami was based in large part on the feedback from membership and attendees. Miami has become a core location for numerous regional headquarter offices, plus most people can all get there with non-stop flights.”
Networking is an important part of the Summit of the Americas, whether at the substantial networking lounge or events such as the opening cocktail, as seen here in 2024 with Diego Lord, Enrique Urioste and Peter Zehnder
Caribbean buyer registration and participation from South America is expected to remain robust, though with some variations from previous years. The new location brings practical benefits beyond convenience – many Miami-based companies can now participate without the logistical challenges of transporting large teams to other locations. “We have had feedback from several big exhibitor companies that are located in Miami that they would like the opportunity to be involved in the show and are but would prefer not to have to send staff to locations requiring travel costs,” says Payne.
Education takes center stage
The 2025 Summit features five distinct educational sessions, starting with a Sunday morning plenary session. The program includes focused discussions on the cruise industry, particularly relevant given Miami’s status as a global cruise hub, and airport-specific sessions featuring ACI North America and ACI Latin America representatives.
Monday’s schedule delves into buying power and demographic trends, with sessions aimed at improving sales and penetration rates in stores. Another session, moderated by Moodie-Davitt, will explore revenue streams and airport partnerships, reflecting the industry’s broader scope beyond traditional duty free retail.
Exhibition evolution
This year’s exhibition space, while more concentrated than in previous years, sold out quickly in November with just over 50 exhibitors. The spirits category maintains a strong presence, with major players like Diageo and Pernod Ricard participating through meeting rooms. The show also features confectionery and jewelry representation along with several new exhibitors.
Michael Payne, President/CEO of International Association of Airport and Duty Free Stores (IAADFS), says the event is taking place in Miami in large part because of feedback from members
The beauty sector’s relationship with the show has evolved significantly over the years. While long-time supporters like Essence Corporation maintain their support, many larger beauty houses have stepped back from traditional booth participation. This shift stems in great part from the substantial investment required to take part in a way they felt was appropriate for their brands. “For many of the larger beauty houses, the traditional trade show model requires a significant level of investment to maintain the brand presence and image they feel is necessary. It became a very expensive proposition for them,” says Payne.
The Miami location opens new possibilities for their engagement. With many beauty companies headquartered in the area, Payne sees potential for increased participation without the traditional exhibition model. “We’re hoping we’re going to get local attendance into the content sessions. They might have staff that would never have been sent to the show before because it wouldn’t have made sense to pay for four nights in a hotel and plane tickets,” he says. This could provide companies an opportunity to expose more team members to the broader industry landscape while managing costs effectively.
Cruise industry focus
The Summit’s expanded focus on the cruise sector comes at a pivotal time, as more duty free operators extend their reach into cruise retail. A dedicated Sunday session will explore the evolving cruise industry landscape, particularly relevant given Miami’s position as the world’s cruise capital. “We hope that it will garner some attention from some of the local cruise industry folks,” says Payne, while acknowledging that cruise companies have their own industry events.
John McDonnell, Managing Director International, Tito’s Handmade Vodka, is a long-time supporter of IAADFS and the Summit of the Americas
“We’ve had a cruise session before and it was well received, and we got lots of feedback we need to do more of these,” says Payne. This increased emphasis on cruise retail reflects broader industry trends, as traditional duty free operators increasingly seek opportunities across multiple retail channels.
Networking is the heart
A substantial networking lounge serves as the event’s centerpiece, providing a comfortable, always-open space for both scheduled meetings and impromptu discussions. This area is particularly valuable for industry newcomers looking to establish connections.
The format acknowledges the changing nature of business interactions, with the networking space designed to facilitate everything from formal meetings to casual conversations. Evening receptions further enhance networking opportunities, maintaining the social aspects that have become increasingly important to attendees.
The 2025 event will test this new vision, balancing traditional exhibition needs with enhanced educational and networking opportunities in a location that puts it at the heart of the Americas travel retail industry. “We hope we’re providing what people have been asking for,” says Payne.
