The World Travel & Tourism Council (WTTC) took part in the inaugural ITB Americas event held from November 10 to 12, 2026, at Expo Guadalajara in Mexico. Organized by Messe Berlin Americas, the trade exhibition brought together 300 exhibitors from over 60 countries and regions, with qualified buyers joining from more than 40 countries. The event aimed to create a focused platform for tourism businesses across North, Central, and South America and the Caribbean.
Gloria Guevara Presents Economic Impact of Travel and Tourism
WTTC President and CEO Gloria Guevara delivered a keynote outlining the Americas’ travel and tourism sector valuation at $3.54 trillion for 2026. Guevara emphasized the economic
relevance of the industry, which is forecast to support 52.1 million jobs in the region. She highlighted that tourism represents nearly 10% of global GDP and underscored the role of events like ITB Americas in fostering business and generating social and economic benefits.
Growth Trends and Spending Patterns in the Americas Tourism Sector
WTTC data showed that travel and tourism contributed $3.5 trillion to the Americas GDP in 2025, accounting for 8.6% of the regional economy and supporting 51.2 million jobs. For 2026, domestic visitor spending is projected to increase 1.9% to $2.09 trillion while international visitor spending is expected to decline by 2%. Employment in travel and tourism is
forecast to rise to 52.1 million jobs despite this shift in spending patterns.
Air Connectivity Limits Regional Tourism Expansion
Guevara identified structural challenges in the Americas tourism sector, particularly limited air connectivity in Latin America and the Caribbean. The region has approximately 2,020 international airport-to-airport routes compared to 9,530 in Western Europe. Additionally, only 63% of international passengers in Latin America and the Caribbean fly directly to their destinations, impeding efficient travel and market expansion.
Mexico’s Role and Outbound Travel from the United States
According to WTTC’s data presented at ITB Americas, Mexico is the leading international destination for outbound travelers from the United States, with Americans forecast to make around 150 million outbound trips
in 2026. Mexico ranks as the world’s fourth-largest leisure tourism market, with spending valued at $237.6 billion. This positions the country as a key player in the regional tourism economy.
WTTC’s Strategic Priorities for Tourism Growth
WTTC outlined six priorities for governments and the private sector to address regional tourism challenges. These include facilitating safe and seamless travel, expanding connectivity and market diversification, workforce strengthening, improving crisis preparedness, attracting investment, and managing tourism growth responsibly. These priorities aim to overcome the structural obstacles impeding sustainable sector growth.
ITB Americas as a Regional Tourism Business Platform
The first ITB Americas event served as a new platform to connect tourism companies throughout the Americas. Messe Berlin
Americas designed the exhibition to bolster cross-regional business interactions and strengthen Guadalajara and Mexico’s position in the global business events industry. Success beyond the inaugural edition will depend on measurable business conducted by exhibitors and buyers.
Guevara Emphasizes Tourism’s Legacy and Potential
At the opening ceremony, WTTC CEO Gloria Guevara stated, “Today marks the beginning of a new chapter in the history of tourism in Mexico and across the continent. It is a pleasure to be here with you to celebrate the launch of ITB Americas. This international event represents a great opportunity to build a legacy for the tourism industry.” She added, “Travel and Tourism
represents almost 10% of global GDP, and this is where ITB Americas takes on special relevance, because it is an event that will enable more business, translating into economic and social benefits.” Guevara closed with a call for collective success in strengthening the tourism sector.
Tourism Outlook and Regional Competitiveness Challenges
WTTC’s projections indicate a paradox of a rising overall tourism economic contribution alongside a decline in international visitor spending for the Americas. Structural issues including air connectivity deficits and market fragmentation risk constraining regional competitiveness. Smaller tourism enterprises and emerging destinations may face challenges in capitalizing on sector growth without targeted investments and collaborative efforts.
Sustaining ITB Americas Impact Through Commercial Results
For ITB Americas to evolve into a significant marketplace for the entire Americas region, ongoing business outcomes are essential. Continued investment, expanded participation across tourism segments, and fostering of long-term commercial relationships will determine its future influence. Success will rest on converting the initial event visibility into measurable economic benefits for the regional tourism industry.
