ITB Americas 2026, scheduled from November 10 to 12, 2026, has achieved a milestone by booking 70% of its exhibition floor space ahead of the inaugural event. The trade show is the first Pan-American B2B travel marketplace connecting destinations and brands across North, Central, South America and the Caribbean with global markets.
Confirmed Participants Span Hospitality, Aviation, Mobility and Technology
Key exhibitors include hospitality giants Wyndham Hotels & Resorts, Accor, JW Marriott Peru, and regional players such as Hard Rock Hotel Guadalajara, RIU Guadalajara, Grupo Presidente, Grupo Brisas, and Velas Resorts. Airlines United Airlines and Air Canada will represent the aviation sector. Mobility companies Trenitalia, National Car Rental
/ Enterprise Rent-A-Car México, and ACE Rent A Car (USA) will participate, alongside travel technology firms including AMADEUS, SiteMinder, Dharma, RoomPriceGuide, TripMatrix, Nexo Travel Solutions, Emburse, My Lighthouse UK, and Grupo Zugatech.
Destinations confirmed include Mexico as the Official Partner Country, Brazil, Peru through PROMPERÚ, Costa Rica, Nicaragua, Las Vegas, Visit Tampa Bay, Dubrovnik, and Neretva. Additional expected participants are Colombia, Cuba, Dominican Republic, Visit Orlando, and Puerto Rico. International exhibitors include the African Showcase, Hangzhou Youge Travel Agency from China, CREVEN Korea, Egypt, Thailand, and Slovenia Tourism Board.
Participation Figures and Hosted Buyers Program
The event expects more than 5,000 industry professionals from over 42
countries to attend. Approximately 80% of participants will originate from the Americas, with the remaining 20% from Europe, Asia, Africa, and the Middle East. ITB Americas includes a Hosted Buyers Program designed to connect exhibitors with highly qualified international travel buyers closely aligned with their commercial goals.
Purpose and Market Demand for a Pan-American Platform
ITB Americas was developed to unify the Americas travel industry through a dedicated trade show. The platform addresses strong market demand for a single event connecting North, Central, and South America alongside 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.” He added that the commitment from brands and partners demonstrates the industry’s need for a focused business platform emphasizing quality connections and strategic partnerships.
Conference Program and Strategic Role
The ITB Americas Conference will feature over 40 sessions addressing critical topics such as artificial intelligence, digital distribution, sustainability, and emerging travel technologies. The event combines commercial exchange with industry thought leadership, aiming to establish itself as strategic market infrastructure that supports the future development of travel across the Americas.
