Our Strategy

New strategy focused on four pillars

• Delivering the travel experience revolution: by bringing together travel retail and travel food & beverage in one offering, that has more contact points with travellers and provides a seamless and personalised experience, both in the stores and digitally.
• Diversifying our geographical presence: with a focus on the highly attractive and resilient US market, a dedicated strategy for Asia-Pacific and the Chinese traveller and an organic Business Development for the Rest of the World
• Further fostering a culture of continuous operational improvements: getting all our business activities to drive efficiencies and cost savings on a recurrent manner, and allowing us to generate sustainable cash flows while investing in innovation and growth
• Connecting the other three pillars of the strategy, ESG continues to be a defining ambition for Dufry and a strong lighthouse for our day-to-day business, providing a source of inspiration of what to do best for our customers, our employees, and the world at large

The new company strategy is crafted based on a deep understanding for our stakeholder’s needs, customer insights and the current market trends evolution. The new strategy «Destination 2027» includes a concrete and actionable financial plan and the related equity story. Full details on the new strategy are available here.