The ITB Americas Conference convened over 90 speakers from 10 to 12 November 2026 at Expo Guadalajara, Mexico. The event, held alongside the inaugural ITB Americas trade show, featured more than 40 sessions and 10 keynotes grouped into six thematic tracks across two stages.
Keynotes Address Tourism Policy and Market Trends
Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC), delivered the opening keynote focused on the state and prospects of tourism in the Americas. Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism, presented on Mexico’s tourism policy as a regional development model. Marcus Lee, CEO of China Travel Online, discussed the emerging potential
of the Chinese outbound travel market to the Americas and its implications for destinations.
Industry Leaders Engage on Technology and Sustainability
The conference featured inputs from leading companies including Expedia Group, Netflix, Accor, Tripadvisor, Deloitte, GetYourGuide, and Green Destinations. Sessions explored artificial intelligence’s role in travel distribution and aviation, with Carlos Cendra Cruz of The Data Appeal Company and Enrique Perrella of Business Traveler addressing AI-driven transformation. The program also examined sustainable and responsible tourism marketing strategies and destination management under environmental and economic pressures.
Pan-American and Global Participation Expand Dialogue
Participants represented North, Central, South America, the Caribbean, Europe, Asia, and Africa, fostering a broad Pan-American perspective. Sessions highlighted inclusive tourism, with
Michelle Fridman, Secretary of Tourism of Jalisco, contributing on LGBTQ+ traveler safety and market potential. Discussions also covered destination diversification featuring representatives from the Dominican Republic, United States, France, and others, alongside adventure and nature-based tourism involving Costa Rica and Mato Grosso do Sul.
Event Format and Networking Opportunities
The program included panels, fireside chats, interviews, a film screening, and an awards ceremony with sessions held in English and simultaneous Spanish translation. A dedicated ITB Americas event platform enabled attendees to explore session details, network, and schedule business meetings prior to and during the event. The conference served as a knowledge hub connecting industry executives,
policymakers, destination leaders, and innovators to drive market intelligence and business development across the Americas and globally.
