by Otto Ambagtsheer, CEO VIA Outlets
The placemaking industry in 2026 will be shaped by three major trends: sustainability – as a non-negotiable; further digital integration and experiential retail. Climate-responsive design and green leases are already the standard, driven by stricter regulations and consumer expectations. These are also key focus areas for VIA Outlets.
All our European outlet centres currently have a ‘BREAAM in-Use Excellent’ sustainability certification. With our recently expanded Vila do condo Porto Fashion Outlet in Portugal receiving the highest ever BREEAM certification obtained in the In-Use category for any property to-date in the world.
Digitalization and AI will further transform our operations, enabling predictive analytics for guest behaviour, creating hyper-personalized experiences and offering more dynamic advertising tailored to the needs of each target group. Omnichannel strategies will advance, seamlessly connecting physical and digital touchpoints to deliver greater convenience and engagement.
Outlet centres will further evolve from discount hubs into ‘full-day destinations’, creating vibrant, community-focused spaces. More and more digital-native brands are also entering physical retail through the opening of innovative collaborative ventures and driving new guests to their digital stores and our centres.
Outlets near major travel hubs and cultural destinations will benefit most, with Southern Europe and select Central European regions offering strong growth potential thanks to buoyant tourism flows and infrastructure investment. We do see a great opportunity in the recovery of non-EU tourism in Europe. There has been a shift from group travel to more quality individual tourism led by the strong appetite for overseas vacations in the US market and favourable foreign exchange rates for these visitors.
We see retail investment in Europe is rebounding, with outlets gaining traction as investor confidence grows in this retail segment’s business model. The outlet market is consolidating with significant transactions in 2025, driven by strong fundamentals and attractive yields and we expect this trend to accelerate in 2026.
