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new York Times travel show discount admission?

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A group of us are thinking of going to the NY TIMES travel show this coming weekend at the Javits center. Tickets are $15 , or $10 with an AMEX card (which I don't have). Has anyone seen any better discounts?
Has anyone been to this show before? Any good travel deals there to actually justify paying that admission price? You'd think that the sponsors of the various booths would want more people to come so as to sell more packages, promote their destination, etc. $15 seems a bit much to me, but...

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