ITB Americas 2026 took place from November 10 to 12, marking the launch of the first Pan-American B2B travel marketplace connecting North, Central, and South America as well as the Caribbean with global markets. The event attracted more than 5,000 industry professionals expected to represent over 42 countries.
Destination and Regional Participation
Mexico served as the Official Partner Country of ITB Americas 2026, with Brazil and Peru participating through PROMPERÚ. Other confirmed destinations included Costa Rica, Nicaragua, Colombia, Cuba, Dominican Republic, Puerto Rico, and U.S. regions represented by Las Vegas, Visit Tampa Bay, and Visit Orlando. European and international exhibitors also participated, such as
Dubrovnik and Neretva alongside the African Showcase, Hangzhou Youge Travel Agency (China), CREVEN Korea, Egypt, Thailand, and the Slovenia Tourism Board.
Participation of Major Travel Brands
The event featured a broad range of travel brands from hospitality, aviation, mobility, and travel technology sectors. Hospitality exhibitors included Accor, Wyndham Hotels & Resorts with Wyndham Alltra Playa del Carmen, JW Marriott Peru, Hard Rock Hotel Guadalajara, RIU Guadalajara, Grupo Presidente, Grupo Brisas, and Velas Resorts. United Airlines and Air Canada were confirmed aviation partners. Car rental companies Trenitalia, National Car Rental, Enterprise Rent-A-Car México, and ACE Rent A Car (USA) showcased mobility solutions. Travel technology providers such
as AMADEUS, SiteMinder, Dharma, RoomPriceGuide, TripMatrix, Nexo Travel Solutions, Emburse, My Lighthouse UK, and Grupo Zugatech rounded out the exhibitor list. Additionally, travel brands like Miki Travel, MegaTravel, Colinson Group, and Merging Mundos Safaris confirmed attendance.
Exhibition and Attendance Figures
Prior to its opening, ITB Americas 2026 had already sold 70% of the exhibition floor space, reflecting strong industry demand. The inaugural event expected more than 5,000 industry attendees, with approximately 80% from the Americas and 20% from international markets. More than 40 conference sessions were planned to address travel industry trends and transformation topics.
Event Purpose and Structure
Organizers designed ITB Americas to address the travel industry’s
need for a unified marketplace representing North, Central, South America, and the Caribbean. Vicente Salas Hesselbach, VP and Managing Director Americas at Messe Berlin, stated: “ITB Americas was created to bring the Americas travel industry together in a way that has never existed before.” The event emphasizes quality business relationships, senior-level engagement, and measurable commercial outcomes over attendance volume. A Hosted Buyers Program connects exhibitors directly with qualified international travel buyers matching their commercial objectives.
The ITB Americas Conference included over 40 sessions focusing on artificial intelligence, digital distribution, sustainability, and emerging travel technologies. This platform combined commercial activities with
thought leadership to support the future of travel across the Americas.
Founding exhibitors committed to ITB Americas 2026 are shaping the strategic framework and partnerships that will influence the development of travel commerce within the Americas marketplace in upcoming years.
