ITB Americas 2026 took place from November 10 to 12, establishing the first Pan-American B2B travel marketplace connecting North, Central, and South America as well as the Caribbean with global markets. Over 70% of the event’s exhibition floor was sold four months before the inaugural edition, with attendance expected to exceed 5,000 industry professionals.
Confirmed Destinations and Industry Participants
The event featured confirmed participation from destinations across the Americas including Mexico, the Official Partner Country, Brazil, Peru represented by PROMPERÚ, Costa Rica, Nicaragua, and major U.S. destinations such as Las Vegas and Visit Tampa Bay. Additional expected participants included Colombia, Cuba, Dominican Republic, Visit Orlando,
and Puerto Rico. European and Asian participants included Dubrovnik, Neretva, African Showcase, Hangzhou Youge Travel Agency from China, CREVEN Korea, Egypt, Thailand, and the Slovenia Tourism Board.
Hospitality brands present included Accor, Wyndham Hotels & Resorts with its 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 confirmed participation from the aviation sector. The mobility segment comprised Trenitalia, National Car Rental / Enterprise Rent-A-Car México, and ACE Rent A Car (USA).
Travel technology companies included AMADEUS, SiteMinder, Dharma, RoomPriceGuide, TripMatrix, Nexo Travel Solutions,
Emburse, My Lighthouse UK, and Grupo Zugatech. Other travel brands present were Miki Travel, MegaTravel, Colinson Group, and Merging Mundos Safaris.
Event Purpose and Industry Positioning
ITB Americas was created to unify the travel industry across the Americas in a single platform, addressing a gap by combining North America, Central America, the Caribbean, and South America under one marketplace. Approximately 80% of participants originated from the Americas and 20% from international markets, making the event both a regional meeting point and a gateway for global access to the Americas travel sector.
The platform focuses on quality connections, strategic partnerships, and meaningful market access rather than
volume-driven attendance. Messe Berlin’s Vice President and Managing Director Americas, Vicente Salas Hesselbach, stated, “ITB Americas was created to bring the Americas travel industry together in a way that has never existed before,” reflecting the industry’s commitment to this new business format.
Hosted Buyers Program and Conference Highlights
The event’s Hosted Buyers Program facilitated direct connections between exhibitors and highly qualified international travel buyers aligned with their commercial goals, enhancing the potential for productive business engagements.
The ITB Americas Conference featured more than 40 sessions, covering topics such as artificial intelligence, digital distribution, sustainability, and emerging technologies. These sessions gathered executives, experts, and innovators to explore
the evolving travel environment across the Americas region.
Industry Impact and Market Infrastructure
By combining a comprehensive exhibitor portfolio with a focused conference program and a curated buyer network, ITB Americas positioned itself as strategic market infrastructure for the future of travel in the Americas. The event bridged global opportunities with regional expertise, establishing a new market model for business and knowledge exchange across the hemisphere.
