SuMoS team members Susan Loubet from ESIEA and Izabela Oletić Tušek from University of Zagreb Faculty of Organization and Informatics presented the project at EAIE Glasgow 2026, Europe’s largest conference dedicated to international higher education, bringing together more than 7,300 higher education professionals from over 100 countries.

As part of the conference programme, Susan and Izabela presented the research-based poster “Lost in promotion: Why mobility marketing misses the mark”, exploring the role of communication and promotion in shaping students’ international mobility experiences.

The poster introduced the Institutional Student Mobility Ecosystem and presented fresh insights into how students who have not yet gone abroad search for information about mobility opportunities. The research highlights promotion as both a key enabler and a potential barrier to student mobility and raises an important question: How can institutions better capture students’ attention and truly inspire them to go mobile?

The poster was very well attended and attracted strong interest from internationalization experts from around the world, generating lively discussions and an exchange of experiences and perspectives from different higher education contexts.

The presentation provided a valuable opportunity to showcase the SuMoS project and its research findings to the international higher education community.