Following recent announcements of new initiatives for the 2026 World Travel Catering & Onboard Services Expo (WTCE), including the Drinks Zone and First-Time Exhibitor Village, the organisers have now added the Discover Zone.
The Discover Zone will be a space in which expo visitors can quickly find a selection of the latest onboard-ready products ranging from snacks and drinks, to amenities and wellness. RX, the organiser of WTCE, says the zone will feature 30+ brands.
Food and beverage suppliers in the zone are due to include AAB Inflight, Hand Off Wines, La Martiniquaise, EuroMilk, and Roncadin. From the snacking and confectionery sector, brands such as Gut Springenheide, Wonderful Brands, Farmley, Neuhaus, and Kameda LT Foods India will bring their latest products developed for airlines. Meanwhile, the amenities and wellness categories will be represented by Kiboni, APAC, Kimirica Hunter International, Ozori Industries, and Soko.
Visitors to WTCE on 14–16 April can find the Discover Zone in Hall A4 of Hamburg Messe (adjacent to the VIP Buyer Lounge). All attendees, including the procurement professionals from 100+ global airlines that are already registered for the event, from carriers such as Cathay Pacific, Virgin Australia, British Airways, Etihad, Delta, and Thai Airways, can easily browse products and collect information on any products via the Colleqt QR code system.
The Colleqt app also operates throughout the WTCE show floors. Visitors can simply scan the QR codes of any product they find interesting during their visit, and they will be provided with a personalised bag of sample products before they leave.
Simone Walli, who is culinary art & F&B onboard concepts manager at Austrian Airlines, and also a member of WTCE’s Journey Circle advisory board, said of the initiative: “The Discover Zone is a brilliant way for visitors to find fantastic new products all in one place – items they might never spot simply by walking the show floor. For VIP buyers, it goes a step further: instead of leaving with samples that don’t fit their offering, they can curate exactly what interests them. That’s better for everyone and significantly less wasteful. It’s a smarter, more intentional way to do business at WTCE in April, and I can’t wait to see it come to life.”
