
World Travel Retail Market is primarily driven by various factors such as increase in medium class population, change in consumer lifestyle, and attractiveness of environment. Unawareness of customers, unorganized local markets, and threat from scams are some restraints that restrict the market growth. Strict government policies and involvement of large market players are capable of reducing the effect of these restraints. Increase in popularity of international tourism and an emerging middle class in developing markets provides lucrative opportunities for the world travel retail market.
The shopping activity has changed vividly over decades with major importance to the tourists and more than that to the sellers. One of the principal individuality in this change is represented by the consumers behavior in leisure shopping as a response to the increase in role of leisure in general, the stressful day to day life, the international trends in shopping, leisure, and tourism. Moreover, shopping tourism contributes significantly in overall tourism market revenue.