In Variable Friction Tactile Displays, an ultrasonic standing wave can be used to reduce the friction coefficient between a user's finger sliding and a vibrating surface. However, by principle, the effect is limited by a saturation due to the contact mechanics, and very low friction levels require very high vibration amplitudes. Besides, to be effective, the user's finger has to move. We present a device which uses a travelling wave rather than a standing wave. We present a control that allows to realize such a travelling wave in a robust way, and thus can be implemented on various plane surfaces. We show experimentally that the force produced by the travelling wave has two superimposed contributions. The first one is equal to the friction reduction produced by a standing of the same vibration amplitude. The second produces a driving force in the opposite direction of the travelling wave. As a result, the modulation range of the tangential force on the finger can be extended to zero and even negative values. Moreover, the effect is dependant on the relative direction of exploration with regards to the travelling wave, which is perceivable and confirmed by a psycho-physical study.