Event: ITB Berlin, WTM London, FITUR Madrid, IFTM Paris, Tourism Expo Japan
Scope: Evolving booth program from turnkey spaces to custom builds

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The Challenge:

Since 2011, we’ve supported the U.S. government’s Visa Waiver Program as part of our USA Pavilion presence. Early on, the program exhibited in small turnkey spaces. But when a new contract expanded international promotion efforts, they needed more prominent, custom booths—with consistent branding and messaging across multiple global shows.

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Unlike most of our tourism clients, they prioritize consumer-facing travel shows over strictly B2B events. That required a strategic, audience-specific approach to booth design and show selection—something our international travel experience uniquely positioned us to support.

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Our Solution:

We transitioned the Visa Waiver Program from basic turnkey booths to elevated custom exhibits while maintaining a consistent, recognizable presence worldwide. We've delivered full builds in Berlin, London, Madrid, Paris, and Tokyo—each tailored to local venue specs and material availability while staying true to a unified brand look. Our team also offered guidance on audience engagement, show formats, and consumer-facing best practices to help make each event more impactful.

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The Result:

A long-standing global partnership and a consistent, professional face for the U.S. Visa Waiver Program across key international markets. From modular beginnings to fully custom builds, our work has helped this government initiative stand out on the world stage.