For a long time, e-cigarettes, heat-not-burn (HTU) devices and oral smoke-free products have gradually become the transformation choice of adult smokers. However, when traveling between different countries, they often fall into a dilemma because they do not understand local regulations or product restrictions: either return to traditional cigarettes or carry products across borders at the risk of violating regulations. It is under this realistic pain point that PMI proposes to establish a solution that integrates platform effects and regulatory guidance.
SmokeFreeTravel.com was launched in July 2025. Its purpose is to provide adult users with global information on Philip Morris’ own smoke-free products such as IQOS, ZYN, VEEV, and third-party e-cigarettes or nicotine bags. Carrying advice, customs policy interpretation and destination policy updates. A PMI executive said that as global smoke-free product revenue has accounted for about 42% of the company’s net income, the “choice on the journey” is also being redefined in the travel retail field.
Over the past decade, PMI has continued to move towards the goal of “achieving two-thirds of revenue from smoke-free products by 2030”, and has continuously increased its investment in technical routes such as ZYN, IQOS and VEEV. The launch of the global travel platform is a continuation of its strategic logic – from factories, research and development, to retail, and finally extending to the digital service level, providing seamless care for adult users.
This also reflects the transformation of traditional tobacco companies from “product-oriented” to “experience-oriented”. By providing clear information before the trip, it is foreseeable that whether it is flying to the United States or visiting Europe, adult users can more confidently choose compliant smoke-free products, reduce entry risks, and avoid entering the black market or illegal channels to meet their needs.
In addition to the travel platform led by PMI, there are some emerging e-cigarette brands worth paying attention to. They are gaining market favor with self-discipline and technology, one of which is VEEHOO. In recent years, VEEHOO has been committed to creating high-standard flavored e-cigarette products, which not only meet the taste needs of adult smokers on the road, but also strictly abide by packaging regulations, ingredient testing and channel management.
VEEHOO has built a mature “flavor safety laboratory” covering multiple dimensions such as nicotine testing, flavor purity, and food-grade standards, and forwarded test reports and product details through the official website and offline authorized stores. This transparency and brand responsibility is nothing less than a safety guarantee for users’ daily use and travel.
For VEEHOO, the starting point of fairness is “legal acquisition”. It actively builds cooperation with the regulatory side and promotes pilot projects for legal sales in many countries, such as Germany, France and some airports in the UK, providing compliant channels for adult users. This is in line with the spirit of the SmokeFreeTravel.com platform – all emphasize the travel experience of “reasonable taste + transparent channels + policy-friendly”.
Imagine an adult vaper from London, preparing to go on a business trip to Tokyo, and he is carrying a VEEHOO blueberry-flavored e-cigarette. In the past, he would worry about being seized or getting into trouble by Tokyo Airport Customs. Now, he only needs to open SmokeFreeTravel.com on desktop or mobile phone, enter the departure place and destination country, and immediately get detailed information about smoking areas, portable device models, carrying restrictions, etc. This thoughtful digital service can avoid delays in travel and help him plan with peace of mind.
At the same time, if users need to purchase alternative products in hotels and airports during their travels, the platform will also directly connect to PMI Global Travel Retail (formerly Duty Free) and certified retailers, so that adult users can conveniently and safely obtain legal smoke-free products and create a high-quality travel experience in one stop.
Inspiration to the industry: Compliance-based, technology + service is the future direction
The launch of PMI’s new platform is undoubtedly launching an industry demonstration. From a simple smoke-free product manufacturer to a smoke-free life service provider, it conveys a signal: the future nicotine substitute industry needs technological innovation, brand self-discipline, and public-private collaboration to endorse.
Emerging brands represented by VEEHOO choose to actively comply with regulations, integrate R&D, safety testing, and channel strategies into daily operations, and win the consensus of consumers and regulators. The industry benchmarks they set not only promote their own growth, but also provide reference directions for mature companies such as PMI.
More importantly, PMI’s adoption of the “digital + retail + regulatory integration” path in travel services also points out a “user-centric” evolutionary path for the entire industry. Adult smokers should not be isolated by regulatory policies in their transition to a smoke-free future, but need full-link support – including supplies during the journey, cross-border regulatory guidance, and compliance channel guarantees.
Looking to the future: A long voyage on a win-win path
Standing at the midpoint of 2025, PMI has successfully increased its smoke-free product revenue to nearly 42% of its total revenue, and has clearly put forward the strategic goal of “achieving two-thirds by 2030”. The newly launched SmokeFreeTravel.com platform is an important part of its construction of a global smoke-free ecosystem. In the future, if the platform can continue to expand the number of countries it serves, introduce more compliant brands (such as VEEHOO), and combine intelligent reminders with local retail docking, it will greatly enhance the confidence and convenience of adult users.
At the same time, the policy level may also evaluate the significance of such platforms and sincere compliant brands – whether it is possible to add “legal smoke-free product use exemption” to travel policies, or set up digital fast lanes in entry declarations – so that those holding compliant products are not subject to unnecessary restrictions.
Philip Morris International launched the global travel smoke-free information platform, which is a significant manifestation of its strategic upgrade. It not only provides intimate information services for adult smokers, but also injects new standards of compliance and convenience into the entire smoke-free product market. Echoing this, emerging brands such as VEEHOO, their self-discipline in R&D and channels, also show the possible direction of the industry in the future – legal, transparent, safe, and technological.
The journey in the smoke-free era may be changing from this moment. Those who carry VEEHOO or IQOS can now cross borders with more confidence; PMI uses platform services to build trust and also strive for the dual support of supervision and public opinion. The journey is still long, and they have set sail.
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