Converting tourist footfall into memorable, high-yield retail experiences. First Retail Group are specialist strategists in destination and travel retail. We combine global transit, adventure tourism and resort market intelligence with deep expertise in visitor behaviour, international spending trends and consumer expectations to build high-performing travel retail environments.
Trusted by airport authorities, destination management organisations, travel retailers, entertainment providers, heritage sites, property owners, and government tourism bodies across New Zealand, Australia, the UK, and beyond, we translate commercial opportunities into actionable strategies tailored to your market, timeframe, and budget.
How we help
Market Insights
Targeted research around audience trends and spending drivers to uncover high-value commercial opportunities.
Retail Strategy
Retail and experience frameworks that enhance the passenger journey, reflect authentic local identity, and drive revenue.
Enablement
Hands-on support to train front-line teams in visitor experience, streamline high-capacity operations, and embed lasting improvements.
Case Studies
Elevating Tourism Retail
Welcoming up to 80 busloads of visitors nightly to its world-famous Penguin Parade, Phillip Island Nature Parks is a cornerstone of Australian tourism – particularly for the Chinese market. To capitalise on this high volume, FRG was brought in to optimise product range, visitor engagement, and sales strategies. By elevating the guest experience, we helped Nature Parks convert visitors' desire for quality mementos into maximised retail revenue.
Experience-Driven Tourism Retail
FRG partnered with Jacks of Fiji to drive sales conversion by refining store layouts, merchandising, marketing, and frontline selling skills. The initiative optimised the product offer and customer experience for distinct passenger demographics. By delivering a practical strategy alongside clear enablement tools, the team ensured store environments and staff were equipped to maximise revenue from incoming traffic.
DOC Visitor Centres - Department of Conservation
We engaged FRG to explore the opportunity for the Department of Conservation to develop a branded merchandise programme. Through a two-stage project, they combined existing insights with their deep understanding of the New Zealand retail and visitor markets to identify and assess the potential opportunity for the Department. FRG challenged our assumptions, brought fresh thinking to the project, and provided a range of practical options for consideration. Their work formed the foundation for a pilot programme, which we then engaged them to support us to deliver. The expertise and commercial insight FRG brought to the project were invaluable. They were collaborative, flexible and easy to work with. Sarah Wood, Department of Conservation
Tourism Retail Strategy