Swiss travel retailer Avolta marks a new chapter in the Chinese market

Avolta, the global travel retail and food and beverage company, based in Switzerland, is exhibiting for the first time at the 2026 China International Consumer Products Expo, marking a new chapter in its presence in the Chinese market.

Michael Wong, managing director, North Asia at Avolta, which operates duty-free, convenience retail and food and beverage outlets across 70 countries, said in an exclusive interview with China Daily that the expo provides a platform to showcase its global capabilities and strengthen ties with partners in China, especially Hainan province.

"We are pleased to be participating in this year's expo for the first time as an exhibitor," Wong said. "It provides an important platform to present Avolta's capabilities, strengthen relationships across the industry, and support closer connections between brands, partners, and markets."

Avolta has operated in China for more than 16 years, with locations including Shanghai Pudong, Shanghai Hongqiao, Chongqing, Shenzhen and Wuhan. Earlier this year, the company launched duty-free operations at Shanghai Pudong International Airport's Terminal 1 and Satellite 1 - the first time an international operator has won such a tender in 26 years.

Wong called the win a milestone and the cornerstone of Avolta's business in China.

During the expo, Avolta introduced Club Avolta, its loyalty program. The program allows members to earn and redeem benefits across both retail and food and beverage at more than 5,100 Avolta stores worldwide. Expo visitors who sign up receive automatic gold card membership, an upgrade from the standard silver card membership.

The company also unveiled a curated showcase of best-selling products from 12 countries, including Italy, France, Switzerland and Japan, drawn from its global store network.

Wong said it sees long-term potential in Hainan, citing the free trade port policy and recent visa-free entry rules that have boosted international arrivals, and Avolta is exploring opportunities in the region while remaining ready to expand when conditions align.

"We are very determined to grow in China in the long term, and we want to stay," Wong said. "When the opportunity comes, we're ready."

Beyond bringing international brands to Chinese travelers, Avolta said it aims to help Chinese brands expand globally, positioning itself as a bridge between markets.

The expo continues through Saturday in Haikou.