A reverse sales mission connecting trade, products and place

Selling NYC from the Inside Out

Selling NYC from the inside out was an innovative reverse sales mission developed by Hopscotch Tourism Netherlands in close collaboration with NYC Tourism + Conventions in February 2024.

For the first time, a select group of high-level Dutch tour operator decision makers was brought directly to New York City to deepen their destination knowledge and expand their NYC product offering.

The concept turned the traditional sales mission around. Instead of presenting New York from afar, eight CEOs, Directors and Senior Product Managers experienced the destination first-hand.

This approach ensured stronger engagement, faster decision making and more meaningful commercial outcomes.

Together with NYC Tourism + Conventions members and the local NYC team, Hopscotch curated a highly focused and efficient program combining strategic meetings and product presentations of 37 NYC Tourism + Conventions members and immersive destination experiences.

Over the course of one intensive week, participants explored both iconic highlights and lesser-known neighbourhoods across five boroughs, supporting tourism dispersion while showcasing the full breadth of the city.

Hopscotch Tourism Netherlands managed the entire project end-to-end. From pre-trip coordination and stakeholder alignment to on-site hosting and event management, the agency ensured a seamless experience for all participants and partners involved.

The results underline the strength of the concept. Eight senior trade professionals took part in the mission, alongside 37 NYC Tourism + Conventions members. All five boroughs were actively promoted, resulting in strengthened relationships, deeper product understanding and concrete opportunities for expanded NYC offerings within the Dutch travel market.

This reverse sales mission clearly demonstrates how Hopscotch Tourism Netherlands creates impactful trade programs that go beyond exposure, turning destination experience into long-term commercial value.