Each October, Cannes once again becomes the centre of the global travel retail industry as the TFWA World Exhibition & Conference brings together many of the world’s leading luxury, spirits, beauty and duty free brands.
For one week, executives, distributors, retailers and brand representatives from across the industry descend on the French Riviera for a packed schedule of meetings, product launches, networking events and commercial discussions centred around the Palais des Festivals. Hotels fill months in advance, restaurants are booked solid, and the marina surrounding the Palais becomes one of the busiest stretches of waterfront in Europe.
But while TFWA officially takes place inside the exhibition halls, some of the most important conversations happen elsewhere — on board the yachts moored in the Port of Cannes.
Over the years, static yacht charters have become a defining feature of TFWA week. Luxury spirits brands, fragrance houses, cosmetics companies and premium lifestyle groups regularly charter yachts throughout the event, transforming them into floating meeting spaces, hospitality venues and private brand showcases.
For many companies attending TFWA, the yacht has become far more than an entertaining space. It is now an integral part of their exhibition strategy.
Unlike traditional venues or crowded hospitality suites, yachts offer something increasingly valuable during major international events: privacy. In an industry built on relationships, distribution partnerships and high-value negotiations, having a controlled and comfortable environment away from the intensity of the exhibition floor can make a significant difference.
Instead of trying to hold important meetings amid the noise and foot traffic of the Palais, brands can invite clients onto a yacht for a more relaxed and focused experience. Buyers and partners can step directly from the exhibition onto a vessel moored only moments away, where meetings continue over coffee on deck, private lunches, curated tastings or evening receptions overlooking the harbour.
The setting itself naturally complements the premium positioning of many TFWA exhibitors. Luxury whisky brands, champagne houses, fragrance companies and high-end beauty groups often want an environment that reflects the image and values of their products. A yacht in Cannes provides precisely that — sophisticated, discreet and unmistakably associated with luxury.
The Port of Cannes becomes especially active during TFWA, with dozens of yachts lining the marina directly beside the Palais des Festivals. The location is one of the key reasons static charters have become so popular. Guests can move seamlessly between the exhibition and onboard appointments throughout the day without needing additional transport or complicated logistics.
For exhibitors managing back-to-back meetings, this convenience is invaluable.
“TFWA is a very relationship-focused event,” says Rachel Coles of Bespoke Yacht Charter. “The yacht effectively becomes an extension of the brand’s presence at the exhibition. Clients want somewhere private and comfortable where they can host important meetings, entertain partners and create a more memorable experience away from the crowds.”
Coles has organised numerous yacht activations and static yacht charters during TFWA over many years, working with clients across sectors including premium spirits, beauty and luxury goods. According to her, demand for yacht space during the exhibition has steadily increased as brands place greater emphasis on hospitality and experiential marketing.
“Many companies now plan their yacht charters well in advance because the best berths in the Port of Cannes are limited,” she explains. “For some brands, the yacht becomes their primary hospitality space throughout the week.”
The concept of using yachts during major Cannes events is not new. Festivals such as Cannes Lions and MIPIM have long seen companies use the marina as an extension of the event itself. TFWA, however, has developed its own distinct style of yacht activation, shaped by the nature of the travel retail industry.
Where some Cannes events focus heavily on media exposure or large-scale parties, TFWA tends to be more commercially driven. Meetings, relationship management and client entertaining remain at the heart of the week. As a result, many yacht charters during TFWA are designed less around spectacle and more around creating an atmosphere conducive to conversation and networking.
For spirits brands especially, yachts offer an ideal platform.
Premium drinks companies frequently host tastings, cocktail receptions and intimate dinners onboard throughout the exhibition. Rather than presenting products within a busy exhibition stand, brands can create more immersive experiences in a relaxed setting overlooking the Mediterranean. Guests are able to spend more time with brand ambassadors, experience products in a premium environment and engage in longer discussions without interruption.
The format also works particularly well for showcasing ultra-premium and limited-edition releases. Rare whiskies, prestige champagnes and luxury spirits collections can be presented in surroundings that reinforce exclusivity and craftsmanship.
Evening receptions are another major aspect of TFWA yacht charters. Once the exhibition halls close for the day, many brands continue entertaining onboard with sunset cocktails, private dinners or informal networking events. The atmosphere in Cannes during TFWA lends itself naturally to this style of hospitality. As the harbour lights reflect across the marina and delegates move between yachts and waterfront venues, the port effectively becomes a continuation of the exhibition itself.
Beauty and cosmetics brands have also increasingly embraced yacht activations during TFWA.
Luxury fragrance houses and skincare brands often use yachts as elegant presentation spaces where they can unveil new collections, host media appointments or conduct retailer meetings in a more personalised environment. Interiors can be fully customised with branded displays, floral installations and product showcases, while exterior decks provide a sophisticated backdrop for photography, networking and hospitality.
For brands operating in luxury categories, image and atmosphere are central to the customer experience. Yachts allow companies to control every aspect of that environment, from guest lists and catering through to branding, music and onboard styling.
According to Coles, one of the biggest advantages of static charters is flexibility.
“Every client uses the yacht differently,” she says. “Some brands want a quiet space for meetings throughout the day, while others focus more on entertaining and events in the evening. The benefit is that the yacht can be adapted entirely around the client’s objectives.”
This flexibility extends to the operational side of TFWA yacht charters as well. Yachts can function simultaneously as meeting venues, hospitality suites, product launch locations and entertainment spaces — all within a single self-contained setting.
For international brands hosting senior executives and important retail partners, this level of control is highly valuable. Schedules during TFWA are often intense, with meetings running continuously from morning until late evening. Having a dedicated yacht base close to the Palais creates a more manageable and comfortable experience for both hosts and guests.
The exclusivity associated with yachts also plays a role.
During large exhibitions, many attendees are competing for attention. Exhibition stands can only accommodate so many meetings, and hotel venues quickly become crowded. A yacht invitation, by contrast, feels more personal and curated. It signals that the guest is being offered access to a private space reserved specifically for selected clients and partners.
In an industry where long-term relationships remain essential, these details matter.
The visual impact of yachts in the harbour also contributes to brand visibility during TFWA week. Well-positioned vessels along the Port of Cannes naturally attract attention from delegates moving between the Palais and the Croisette. Branded yachts effectively become floating advertisements for the companies using them, reinforcing their presence throughout the event.
Despite the glamour often associated with Cannes, successful yacht activations require considerable planning behind the scenes. Securing berths during TFWA can be highly competitive, particularly for larger yachts in premium marina positions close to the Palais. Logistics including security, catering, branding installation, guest management and event scheduling must all be coordinated carefully in advance.
For this reason, many brands work with specialist yacht charter companies familiar with the unique operational demands of Cannes events.
“Experience is incredibly important when organising yacht activations during TFWA,” says Coles. “There are a lot of moving parts, particularly during such a busy week in Cannes. Having the right yacht, the right berth and the right setup for the client’s goals can make a huge difference to how successful the activation is.”
As experiential hospitality continues to grow in importance across luxury sectors, the role of yachts during TFWA is likely to become even more significant. Modern brands increasingly recognise that successful business events are not only about transactions and presentations, but also about creating environments where relationships can develop naturally.
That is ultimately why yachts remain such a valuable part of TFWA Cannes.
They offer something difficult to replicate elsewhere during one of the busiest weeks in the global travel retail calendar: a private, elegant and highly adaptable space where business and hospitality can coexist seamlessly.
And while thousands of meetings continue inside the Palais each year, many of the industry’s most important connections are still being made just outside, on the yachts lining the harbour in Cannes.
For brands looking to host clients during the TFWA World Exhibition & Conference, Bespoke Yacht Charter provides bespoke static yacht charters and luxury hospitality experiences in the Port of Cannes.
Rachel Coles and her team have extensive experience delivering yacht activations for spirits, beauty and luxury brands during TFWA, from private meeting spaces and branded showcases through to cocktail receptions and executive entertaining.
Discover more about TFWA yacht charters in Cannes or contact Rachel Coles to begin planning your Cannes yacht hospitality programme.
