The ITB Americas Conference 2026 was held from 10 to 12 November at Expo Guadalajara, Mexico. The event featured more than 90 speakers and over 40 sessions across six thematic tracks held on two stages as part of the inaugural ITB Americas trade show.
Conference Tracks and Key Topics Covered
Programming focused on six key tracks: Future, Technology & Innovation; Marketing, Distribution & Growth; Destinations & Public Sector; Experiences, Hospitality & Value Creation; Mobility, Aviation & Connectivity; and Sustainability, Talent & Responsible Travel. Discussions included artificial intelligence’s impact on travel distribution, destination marketing techniques, hospitality trends, sustainable tourism, and climate adaptation strategies, offering attendees practical insights
into evolving market dynamics.
Keynote Speakers and Focus Areas
Opening the conference, Gloria Guevara, President & CEO of the World Travel & Tourism Council, presented on regional tourism opportunities and challenges. Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism, delivered a keynote on Mexico’s tourism policy as a model for regional development. Marcus Lee, CEO of China Travel Online, addressed the readiness of American destinations for Chinese outbound travelers, highlighting Asia-Pacific market influence.
Industry Leaders and Session Contributors
Executives from Expedia Group, Accor, Tripadvisor, and Amadeus participated in sessions on evolving travel distribution amid AI integration and changing booking models. Netflix representatives, alongside Filma Jalisco and Deloitte, examined the role of
screen content in destination marketing. Experts from Forbes Travel Guide, HVS, and Nao Travel Collection discussed shifting luxury traveler expectations. The event also included participation from organizations dedicated to responsible tourism, such as ECPAT Mexico, RIU Hotels & Resorts, UNICEF, and Riviera Maya Sostenible.
Pan-American and Global Participation
The conference drew tourism officials and industry professionals from North, Central, and South America, the Caribbean, and global regions including Europe, Asia, and Africa. Sessions highlighted inclusive tourism, with input from the State of Jalisco and visitBerlin on LGBTQ+ traveler safety and market value. Representatives from countries including El Salvador, Thailand, the Dominican Republic, the United
States, and France shared approaches for global destination recognition and product diversification.
Adventure and nature tourism were featured with contributions from the Costa Rican Tourism Board, GetYourGuide, G Adventures, and the Adventure Travel Trade Association. Sustainable destination development was covered via experiences shared by the Colorado Tourism Office, PromPerú, and Mato Grosso do Sul Tourism Board. Innovations in travel payments and AI booking were discussed by Zatlas, Airwallex, and Aven Hospitality.
Conference Format and Networking Opportunities
The ITB Americas Conference sessions were conducted in English with simultaneous Spanish translation. The event included keynotes, panels, interviews, a film screening, and an awards ceremony. An official event
platform facilitated networking and preparation for business meetings within the trade show’s framework, supporting industry dialogue and strategic partnerships across the Americas and beyond.
This conference served as the knowledge hub for the inaugural ITB Americas trade show, designed to advance strategic exchange and leadership in the travel sector amid technological, economic, and societal changes shaping global tourism.
