ITB Americas 2026 took place from November 10 to 12, 2026, introducing the first Pan-American B2B travel marketplace connecting North America, Central America, the Caribbean, and South America with global markets. Four months before the event, 70% of the exhibition floor had been sold, reflecting strong industry demand for a unified platform across the Americas.
Participation by Destinations Across the Americas and International Markets
Mexico served as the Official Partner Country for ITB Americas 2026. The event featured confirmed participants from Brazil, Peru via PROMPERÚ, Costa Rica, Nicaragua, Las Vegas, and Visit Tampa Bay. Representatives from Dubrovnik and Neretva also joined the event. Additional expected participants included Colombia, Cuba,
the Dominican Republic, Visit Orlando, and Puerto Rico. International participants comprised the African Showcase, Hangzhou Youge Travel Agency representing China, CREVEN Korea, Egypt, Thailand, and the Slovenia Tourism Board, showcasing the event’s continental reach beyond the Americas.
Key Participants in Hospitality, Aviation, Mobility and Travel Technology
The hospitality segment included major brands such as Wyndham Hotels & Resorts along with Wyndham Alltra Playa del Carmen, Accor, JW Marriott Peru, Hard Rock Hotel Guadalajara, RIU Guadalajara, Grupo Presidente, Grupo Brisas, and Velas Resorts. Aviation involvement included United Airlines and Air Canada. The mobility sector featured Trenitalia, National Car Rental / Enterprise Rent-A-Car México, and ACE Rent A Car (USA). Travel
technology companies presenting at the event included AMADEUS, SiteMinder, Dharma, RoomPriceGuide, TripMatrix, Nexo Travel Solutions, Emburse, My Lighthouse UK, and Grupo Zugatech.
Event Structure: Hosted Buyers and Conference Sessions
The Hosted Buyers Program linked exhibitors with highly qualified international travel buyers aligned with commercial goals. Over 5,000 industry professionals were expected to attend ITB Americas 2026. The ITB Americas Conference included more than 40 sessions covering topics such as artificial intelligence, digital distribution, sustainability, and emerging technologies, providing insights into sector challenges and innovation.
Official Statements and Strategic Role of ITB Americas
Vicente Salas Hesselbach, VP and Managing Director Americas at Messe Berlin, said, “ITB Americas was created to bring the Americas travel industry together
in a way that has never existed before.” He emphasized the commitment from destinations, brands, and partners to a quality-focused business platform prioritizing strategic partnerships and market access. ITB Americas combines commercial exchange with thought leadership and industry transformation across one unified Pan-American platform.
