On 10 May 2018, The Directorate for European Integration of BiH organized an “Open Day” at its premises, which was one of the activities celebrating “Europe Day”. This year’s focus is on the European Year for Cultural Heritage. INFORM researcher, Prof. dr. Adnan Efendic, presented the results of research focused on the economic effects of cultural and ethnic diversity in Bosnia and Herzegovina. This presentation reported (i) that ethnic pluralism in BiH is a business opportunity rather than a threat, and (ii) how cultural diversity can stimulate income. This presentation ended with an economic interpretation of the BiH slogan for EU integration, “Embrace Diversity”. A member of the INFORM advisory board and co-author of the presented research, prof. dr. Geoff Pugh, also participated in this event and contributed his views on the positive economic effects of cultural diversity in Europe.