ITB Americas 2026 is set for 10 to 12 November in Guadalajara, Mexico, with 70% of exhibition space already reserved and a Hosted Buyer Program that has attracted internationally qualified buyers from more than 30 countries.
The event targets senior decision-makers across the travel industry including travel agencies, tour operators, online travel agencies, incentive travel agencies, travel advisors, corporate travel managers, group travel organizers, FIT specialists, adventure travel organizers, and luxury travel specialists. These buyers represent all five continents, underscoring the event’s global reach.
Hosted Buyer Program and Premier Buyer Network
The Hosted Buyer Program aligns closely with exhibitors’ commercial objectives by carefully matching buyer purchasing profiles
with exhibitor offerings, designed to foster measurable business opportunities. The Premier Buyer Network supports this program through partnerships with industry organizations such as CATO, ATTA, the ASTA NY Metro Chapter, IGLTA, Expo Mayoristas, SITE Mexico, Evintra, AMDEMAC, ASTA Suncoast Metro Chapter, and GETLATAM, broadening the international buyer base and ensuring senior representation from multiple travel sectors.
Exhibitors and Conference Line-Up
Confirmed exhibitors include destinations, hotel groups, airlines, travel technology companies, and tourism organizations from the Americas and beyond, reflecting a comprehensive representation of the travel value chain. The ITB Americas Conference will simultaneously feature over 40 sessions held across six tracks and two stages.
Program topics cover artificial intelligence, distribution, destination competitiveness, aviation, sustainability, hospitality, luxury travel, and emerging technologies.
Attendance Projections and Participant Origins
The event expects to attract more than 5,000 travel professionals globally, with approximately 80% of participants originating from the Americas and 20% from other international markets. Trade visitors can register to attend the exhibition and conference, gaining access to a broad network of industry leaders and decision-makers.
Official Statements on Business Impact
Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin, highlighted the event’s strategic value: “The response to our Hosted Buyer Program confirms that the industry is looking for a Pan-American business platform focused on
meaningful connections and measurable business opportunities.” He added, “We are bringing together highly qualified buyers whose profiles closely align with the commercial objectives of our exhibitors, creating valuable business opportunities from the very first edition of ITB Americas.”
