The ITB Americas Conference 2026 was held from 10 to 12 November at Expo Guadalajara, Mexico, convening more than 90 speakers across over 40 sessions under the theme “Travel Forward: Navigate What’s Next.” The three-day event served as a hub for strategic dialogue and industry insights in the tourism sector.
Keynote Addresses Highlight Regional and Global Tourism Trends
Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC), delivered the opening keynote covering the current state of tourism in the Americas and outlining challenges and opportunities faced by the region. Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism, presented on the country’s tourism policy as a
model for regional development. Marcus Lee, CEO of China Travel Online, addressed the growing influence of Chinese outbound travelers and preparation strategies for destinations in the Americas.
Thematic Tracks and Industry Leaders Shape Conference Discussions
The conference featured ten keynotes across six thematic tracks, including sessions on AI’s role in travel distribution, destination marketing, hospitality, and sustainable tourism. Executives from Expedia Group, Accor, Tripadvisor, Netflix, Deloitte and others contributed insights into sector shifts. Sessions explored AI-driven commerce infrastructure presented by Zatlas, Airwallex and Aven Hospitality, as well as evolving distribution models affecting OTAs, direct bookings and traveler relationships.
Pan-American and International Perspectives Drive Knowledge Exchange
The event facilitated dialogue among tourism leaders from North, Central,
and South America, the Caribbean, Europe, Asia, and Africa. Discussions included inclusive tourism and LGBTQ+ traveler safety from the State of Jalisco’s Secretary of Tourism, and sustainable destination approaches shared by Colorado Tourism Office, PromPerú and Mato Grosso do Sul Tourism Board. Destination diversification strategies were addressed by representatives from the Dominican Republic, United States, and France, while adventure tourism insights involved the Costa Rican Tourism Board, GetYourGuide, G Adventures, and the Adventure Travel Trade Association.
Event Format and Language Accessibility
Sessions occurred on two stages using formats such as keynote speeches, panels, fireside chats, interviews, a film screening, and an awards ceremony. All were
conducted in English with simultaneous Spanish translation to accommodate a diverse audience. The official ITB Americas platform offered attendees tools for networking and scheduling business meetings ahead of the conference.
The ITB Americas Conference 2026 functioned as the knowledge core of the inaugural ITB Americas event, designed to bring together senior executives, policymakers, and destination leaders for cross-regional collaboration and industry innovation within a rapidly changing global travel landscape.
