ITB Americas 2026 has reached 85% venue occupancy ahead of its inaugural event scheduled from 10 to 12 November 2026 at Expo Guadalajara in Mexico. Nearly 300 companies are confirmed as exhibitors and co-exhibitors, representing 61 countries and regions across the Americas and other global markets.
Exhibitor Profile and Geographic Reach
The event will showcase diverse travel industry sectors including airlines, hospitality, travel technology, and other travel services. Key airline participants include United Airlines, Air Canada, Volaris, LATAM Airlines, Trenitalia, Rovos Rail, National/Enterprise, ACE, and AVASA (Hertz). Hospitality brands confirmed include Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, Grupo Presidente, Ishin Hotels Group, and
Arriva Hospitality Group. Travel technology companies such as Amadeus, SiteMinder, Lighthouse, Dharma, Emburse, Pliant, Canary Technologies, TripMatrix, Priority Pass by Collinson, and RoomPriceGenie will also be present.
Exhibitors represent destinations from North, Central, and South America, the Caribbean, Europe, Asia Pacific, Africa, and the Middle East. Countries on display include Mexico, Egypt, Brazil, PROMPERU, the USA, Dominican Republic, Iceland, Norway, Denmark, Dubrovnik, Japan, South Africa, Colombia, Thailand, Slovenia, Berlin, Costa Rica, Cuba, Nicaragua, and Quito. Long-haul markets include Uganda, Kenya, Vietnam, Korea, China, and New Zealand.
Hosted Buyer Program and Buyer Profiles
The Hosted Buyer Program will feature buyers from over 41 countries, with 75% based
in the Americas and 25% from other regions. Buyer profiles include leisure travel (75%), meetings, incentives, conferences, and exhibitions (MICE) at 15%, and corporate travel at 10%. More than 95% of these buyers are decision-makers and represent tour operators, travel agencies, online travel agencies (OTAs), wholesalers, travel advisors, incentive travel specialists, corporate travel managers, and luxury and adventure travel specialists.
Notable buyer companies include G Adventures, Intrepid Travel, TUI Musement, Trip.com, GetYourGuide, Audley Travel, EF Education First, CVC Corp, Grupo Viajes El Corte Ingles, Abreu, Yanolja Go Global, kimkim, Flexways, BestBuy Travel, WorldStrides Canada, Capgemini, GE Healthcare, Schultz Operadora, and
Escalabeds. Premier Buyer Network partners supporting the event include the Caribbean Association of Tour Operators (CATO), the American Society of Travel Advisors (ASTA) New York Metro and Suncoast Chapters, the International LGBTQ+ Travel Association (IGLTA), Expo Mayoristas, the Society for Incentive Travel Excellence (SITE) Mexico, EVINTRA, the Mexican Association of Destination Management Companies (AMDEMAC), GETLATAM, and the Adventure Travel Trade Association (ATTA).
Official Partnerships and Organizers
Mexico serves as the Official Partner Country of the inaugural ITB Americas, emphasising the nation’s position within the Americas travel market. The event is organized by Messe Berlin Americas, a World Travel & Tourism Council (WTTC) Regional Member
and Associate Member of the United Nations World Tourism Organization (UNWTO). The WTTC partnership aligns ITB Americas with efforts to support the growth and sustainability of the travel and tourism industry.
Conference Program and Speakers
The ITB Americas Conference will present 40 sessions featuring 71 confirmed speakers covering market trends, artificial intelligence and technology, distribution, sustainability, regenerative tourism, destination development, hospitality, aviation, MICE, luxury and adventure travel, travel payments, and the future of tourism across the Americas.
Notable confirmed speakers include Enrique de la Madrid, former Secretary of Tourism of Mexico and Strategic Consultant to the ITB Americas Board of Experts; Olivier Ponti, Director
of Market Intelligence and Insights at Amadeus; Pierre Vandoorne, Vice President of Global Affairs LATAM at Netflix; Salim Arkuch, Vice President and General Manager LATAM and the Caribbean at Expedia; Lourdes Hainlin, Vice President of Partner Services Southern Americas and Cruise at Forbes Travel Guide; Iliana Rodriguez, Chief Sustainability and Institutional Dialogue Officer at Xcaret; Andrew Beckmann, AMER GTM Hospitality and Travel at Stripe; Samantha Couture, Director of Operations North and Central America at G Adventures; Mariana Aldrigui, Tourism Researcher at the Universidade de Sao Paulo; and Alex Gerdts, Director of Airports and Borders Americas at Amadeus.
Industry Outlook and Trade Visitor Benefits
According to Vicente
Salas Hesselbach, Vice President and Managing Director Americas for Messe Berlin, the strong exhibitor participation shows growing momentum for ITB Americas as a central meeting venue for the travel industry across the Americas. The event offers trade visitors three days of interaction with global suppliers, access to qualified business contacts, comprehensive market insights, and a forward-looking conference agenda addressing emerging travel trends.
Trade visitor registration is open with a USD 15 discount currently available on the three-day pass. Accredited media will receive complimentary full access to the ITB Americas Conference program, enabling direct engagement with industry leaders and insights into
travel sector developments.
