Promoting Europe’s diversity at the New York Times Travel Show


ICF Mostra has been commissioned by the European Commission’s Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG GROWTH) to implement a campaign promoting tourism in and to Europe. To contribute to promoting tourism and encouraging non-EU travellers to choose Europe as their next destination, this time we travelled all the way to the United States and participated in the New York Times Travel Show with the ‘Europe. Whenever you’re ready.’ campaign.

Several ICF Mostra teams were involved in preparing the stand and diverse activities allowing DG GROWTH as well as the European Travel Commission to promote Europe as a tourist destination at the largest trade and consumer travel show in North America. We got started by taking care of all logistical arrangements, including designing all graphic elements of the stand, ordering materials, shipping, booking hostesses and catering.

Between 27 and 29 January, the campaign’s special booth at the New York Times Travel Show gave travel fans a chance to not only discover Europe’s famous destinations but also to explore its hidden gems through a series of activities, mobile apps and conferences.

A Facebook app, featuring a ‘Wonder Map’ and travel tips from Europeans, was displayed on a large touch-screen and a 360° app titled ‘European Wonders’ was available at the stand helping take travellers on a journey through Europe!

In addition to exploring Europe’s wonders through our apps, participants had a chance to network and exchange views with tourism experts and European officials during a series of conferences on European tourism trends and undiscovered destinations.

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