ITB Americas 2026 opened in Guadalajara, Mexico, from November 10 to 12 at the Expo Guadalajara venue. The event sold out its exhibition space, hosting 300 exhibiting companies representing more than 60 countries and regions. Qualified buyers from over 40 countries attended the three-day B2B travel trade show, marking a fully booked premiere for the industry.
Exhibitor and Country Participation
The event featured a diverse range of participants including carriers, destinations, hospitality groups, and technology providers. Major airlines included United Airlines, Air Canada, Volaris, and LATAM Airlines. Hospitality groups such as Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente were present.
Travel companies including Price Travel, Miki Travel, and Mega Travel exhibited offerings alongside a broad selection of destinations from Mexico and Brazil to European countries like Iceland, Norway, Denmark, and Slovenia, as well as from Africa and Asia.
Hosted Buyer Program and Buyer Demographics
The Hosted Buyer Program connected exhibitors with qualified buyers from more than 40 countries. Eighty percent of buyers originated from the Americas, while 20% came from outside the region. Buyers specialized in leisure travel (75%), MICE (15%), and corporate travel (10%). Over 95% of buyers were decision-makers, including representatives from companies such as G Adventures, Trip.com, and Viajes El Corte Inglés. The
program was supported by organizations including CATO, ASTA, and ATTA.
Mexico’s Role as Official Partner and Guadalajara as Host City
Mexico was the Official Partner Country, showcasing its varied tourism offerings from cultural heritage to luxury and adventure tourism. Guadalajara served as the host city, recognized as an important business and cultural center in Mexico. This positioning emphasized Mexico’s role in connecting travel markets across the Americas and promoting cross-border business opportunities.
ITB Americas Conference Themes and Speakers
The ITB Americas Conference featured over 100 speakers across more than 40 sessions under the theme “Travel Forward: Navigate What’s Next.” Industry leaders from the World Travel & Tourism Council (WTTC), Netflix, Expedia Group, and Amadeus addressed topics
such as artificial intelligence, evolving distribution models, destination marketing, sustainability, and changing traveler expectations. WTTC’s President & CEO Gloria Guevara presented insights into tourism trends in the Americas during the conference.
Event Purpose and Regional Industry Significance
Organized by Messe Berlin Americas, a Regional Member of WTTC and Associate Member of UN Tourism, ITB Americas aims to create a lasting marketplace to connect the diverse travel markets of the Americas. Senior Vice President David Ruetz highlighted that the event was designed to foster cross-border collaboration, facilitate business, and encourage the exchange of ideas to contribute to the long-term development of the travel industry across the region.
Travel Technology Exhibitors and Innovations
Travel technology companies exhibited innovations in hospitality technology, distribution, payments, travel management, and digital customer experiences. Key technology providers included Amadeus, SiteMinder, and RoomPriceGenie. The event underscored the increasing importance of digital transformation in enhancing travel industry competitiveness and customer engagement.
