ITB Americas 2026 opened at Expo Guadalajara in Guadalajara, Mexico, on November 10, fully booked with 300 exhibiting companies representing over 60 countries and regions. The three-day event runs through November 12 and features qualified buyers from more than 40 countries.
Event Purpose and Organization
Organized by Messe Berlin Americas, ITB Americas establishes a dedicated B2B marketplace connecting travel markets across North, Central, and South America, and the Caribbean. The event extends the global reach of the ITB brand by focusing on the diverse and growing Americas travel industry.
Buyer Program and Industry Support
The Hosted Buyer Program connects exhibitors with qualified buyers, 80% of whom come from the
Americas and 20% from markets outside the region. About 75% of buyers specialize in leisure travel, 15% in Meetings, Incentives, Conferences, and Exhibitions (MICE), and 10% in corporate travel, with more than 95% holding decision-making authority. Leading industry organizations including the Canadian Association of Tour Operators (CATO), American Society of Travel Advisors (ASTA), and Adventure Travel Trade Association (ATTA) support the event.
Exhibiting Airlines, Hospitality Brands, and Technology Providers
The exhibition includes airlines such as United Airlines, Air Canada, Volaris, and LATAM Airlines. Hospitality groups represented include Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente. Travel companies like Price Travel, Miki Travel, and Mega
Travel also exhibit. Technology providers Amadeus, SiteMinder, and RoomPriceGenie showcase innovations spanning distribution, payments, and customer experience.
Mexico’s Role as Official Partner and Host City Importance
Mexico serves as the Official Partner Country for ITB Americas 2026, underscoring its significance as a major tourism destination and travel connector in the Americas. Guadalajara, a key business and cultural center, hosts the event, welcoming international visitors and showcasing Mexico’s varied tourism offerings ranging from cultural heritage to adventure and luxury travel.
Conference Program Focus and Key Speakers
The ITB Americas Conference features over 100 speakers across more than 40 sessions under the theme “Travel Forward: Navigate What’s Next.” The agenda addresses topics such as artificial intelligence, distribution
models, destination marketing, sustainability, and traveler expectations. Key participants include Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC), as well as representatives from Netflix, Expedia Group, and Amadeus.
Official Statements and Industry Outlook
David Ruetz, Senior Vice President of Messe Berlin, emphasized the ambition to create a lasting marketplace for the Americas travel industry. He highlighted the region’s diversity with established and emerging destinations and the value of cross-border collaboration. Olivier Ponti of Amadeus presented data showing increased travel interest from Latin American markets, with Brazil’s growth at 25%, Colombia’s 22%, and Mexico’s 15%, accompanied by expanding airline capacity and
Caribbean demand.
