The ITB Americas Conference 2026 convened more than 90 speakers and held over 40 sessions from November 10 to 12 at Expo Guadalajara, Mexico. Spanning two stages and six thematic tracks, the event served as a hub for strategic dialogue and industry insights from leaders across the travel sector.
Keynotes and Thematic Tracks Highlight Innovations and Policy
The opening keynote, “The State of Tourism in the Americas,” was delivered by Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC). Josefina Rodríguez Zamora, Secretary of Tourism for the Government of Mexico, presented a keynote on Mexico’s tourism strategy as a regional example. Marcus Lee, CEO
of China Travel Online, addressed the Chinese outbound travel market’s entry into the Americas.
The programming included six thematic tracks covering Future, Technology & Innovation; Marketing, Distribution & Growth; Destinations & Public Sector; Experiences, Hospitality & Value Creation; Mobility, Aviation & Connectivity; and Sustainability, Talent & Responsible Travel, with over 40 sessions exploring these areas.
Industry Leaders Discuss AI, Destination Marketing, and Sustainability
Industry executives from Expedia Group, Accor, Tripadvisor, Netflix, Deloitte, GetYourGuide, Mindtrip, and Green Destinations participated in sessions addressing the impact of artificial intelligence on travel distribution, responsible tourism marketing, and sustainable destination management.
Experts such as Carlos Cendra Cruz of The Data Appeal Company and
Enrique Perrella from Business Traveler highlighted AI’s growing role in destination strategy and aviation. Daniel Price of WeatherPromise discussed leveraging weather uncertainties competitively within the travel market.
Pan-American and Global Perspectives on Tourism Challenges
The conference drew participation from North, Central, South America, and the Caribbean, alongside representatives from Europe, Asia, and Africa. Sessions examined inclusive tourism, adventure travel, climate adaptation, and protection of vulnerable populations, engaging stakeholders such as ECPAT Mexico, UNICEF, RIU Hotels & Resorts, and Riviera Maya Sostenible.
The State of Jalisco contributed through Michelle Fridman, Secretary of Tourism, in discussions on LGBTQ+ traveler safety and market potential. Destination marketing strategies were explored by
representatives from El Salvador, Thailand, the Dominican Republic, the United States, and France.
Networking and Strategic Business Platform at Expo Guadalajara
The conference included keynotes, panels, fireside chats, interviews, a film screening, and an awards ceremony, all conducted in English with simultaneous Spanish translation. The event’s digital platform enabled early networking and business meeting preparation among senior executives, policymakers, and innovators.
The ITB Americas Conference 2026 positioned itself as a forum integrating market intelligence, industry leadership, and business development opportunities across the Americas and global tourism markets.
