The mission of BTRA is the protection and promotion of the branch interests of producers, suppliers, sales and marketing organisations of consumer products and transporters who are involved in cross-border traffic and travel retail sales in the widest sense of the word.
BTRA tries to achieve its mission by promoting Travel Retail potentials both qualitatively and quantitatively, including meetings for the transfer of branch know-how and information, on political, legal and economic developments in the field of Travel Retail.
The representation of the Travel Retail branch, in both national and international organisations and institutions, such as the EuropeanTravel Retail Council, emerge from these meetings.
BTRA also observes and analyses political, legislative and executive processes. This makes BTRA an equal discussion partner to governments and enables it to coordinate processes.