ITB Americas 2026 launched its premiere edition on November 10 in Guadalajara, Mexico, with full bookings of 300 exhibiting companies representing more than 60 countries and regions. The event runs through November 12 and includes qualified buyers from over 40 countries.
Messe Berlin Americas Organizes Three-Day Trade Event at Expo Guadalajara
The event is organized by Messe Berlin Americas and takes place at Expo Guadalajara. It features a diverse range of travel industry sectors including destinations, airlines, hospitality, tour operators, and travel technology providers. The trade show aims to create business connections and foster cross-regional partnerships within the travel markets of North, Central, and South America, as well as the
Caribbean.
Hosted Buyer Program Connects Decision-Makers Across Travel Sectors
The Hosted Buyer Program includes buyers from more than 40 countries, with 80% originating from the Americas and 20% from other regions. Approximately 75% of these buyers focus on leisure travel, 15% on meetings, incentives, conferences, and exhibitions (MICE), and 10% on corporate travel. Over 95% of participants are decision-makers, enhancing the program’s potential for fostering meaningful business relationships.
Mexico Designated Official Partner Country to Highlight Regional Tourism
Mexico is the Official Partner Country for the inaugural ITB Americas, underscoring its prominence as a tourism destination and connector within the region. Guadalajara hosts the event, showcasing Mexico’s variety of offerings ranging from cultural attractions and nature experiences to
luxury travel and business events, thereby emphasizing opportunities for international buyers and partners.
Leading Airlines, Hospitality Groups, and Travel Companies Exhibit
Key airlines at the event include United Airlines, Air Canada, Volaris, and LATAM Airlines. Major hospitality brands represented are Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente. Travel agencies such as Price Travel, Miki Travel, and Mega Travel also participate. Technology providers like Amadeus, SiteMinder, and RoomPriceGenie present innovations aimed at improving competitiveness and customer experience in travel.
ITB Americas Conference Features 100+ Speakers Across 40 Sessions
Running concurrently with the exhibition, the ITB Americas Conference features over 100 speakers delivering more than 40 sessions. Conference topics include artificial intelligence, distribution model evolution,
destination marketing, sustainability, and shifting traveler expectations. Industry experts from organizations such as the World Travel & Tourism Council (WTTC) contribute insights on tourism trends in the Americas.
Regional Travel Market Growth Drives Industry Focus
Market data presented highlights strong travel growth in the region, with Brazil experiencing a 25% increase, Colombia 22%, and Mexico 15%. The rising demand is supported by expanding airline capacity and increasing interest in Caribbean destinations. These trends position the Americas as a dynamic market for leisure, adventure, luxury, MICE, and corporate travel sectors.
Event Leadership Emphasizes Long-Term Marketplace Development
David Ruetz, Senior Vice President at Messe Berlin, described ITB Americas as a platform combining the ITB brand’s
global reach with a focus on the Americas to facilitate business and knowledge exchange. The fully booked premiere signals strong industry interest, while the objective remains to establish a lasting meeting place advancing the regional travel industry.
ITB Americas Builds on Global Brand to Connect Pan-American Travel Markets
ITB Americas is a Regional Member of the WTTC and an Associate Member of UN Tourism, reinforcing its commitment to international cooperation. The event was created to unite diverse markets across the Americas and beyond, enhancing business connections and collaborations. It integrates established and emerging tourism destinations, travel technology, and digital transformation to boost competitiveness in the Western Hemisphere travel sector.
