The World Travel & Tourism Council (WTTC) participated in the inaugural ITB Americas event held November 10–12, 2026, at Expo Guadalajara, Mexico. The event attracted about 300 exhibiting companies from over 60 countries and more than 40 qualified buyers. WTTC President and CEO Gloria Guevara led the official opening alongside Mexico Tourism Secretary Josefina Rodríguez Zamora, Jalisco Governor Pablo Lemus, Jalisco Tourism Secretary Michelle Fridman, Messe Berlin Senior Vice President David Ruetz, and Messe Berlin Americas Vice President Vicente Salas.
Gloria Guevara Addresses Tourism’s Economic Weight in the Americas
Gloria Guevara opened the WTTC session at ITB Americas by stressing that the travel and tourism sector in the Americas
is projected to contribute $3.54 trillion to regional GDP in 2026. She emphasized that travel and tourism account for nearly 10% of global GDP and described ITB Americas as a critical platform for enabling business that produces economic and social benefits. Guevara stated, “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.”
Economic Indicators and Visitor Spending Trends
WTTC’s Economic Impact Research, presented at the event, showed that in 2025 the travel sector contributed $3.5 trillion to the Americas’ GDP,
supporting 51.2 million jobs. The 2026 forecast expects GDP input to rise slightly to $3.54 trillion, with employment growing to 52.1 million jobs. Domestic visitor spending is anticipated to increase by 1.9% to $2.09 trillion; however, international visitor spending is predicted to decline by 2% in 2026.
Mexico’s Leisure Tourism and Outbound Travel
Mexico holds the position of the fourth-largest market worldwide for leisure tourism spending, valued at $237.6 billion. Americans are projected to make approximately 150 million outbound trips in 2026, with Mexico remaining the leading international destination for U.S. travelers. These figures underscore Mexico’s significant role in regional and global tourism markets.
Air Connectivity Challenges in Latin America and the Caribbean
WTTC data
showed Latin America and the Caribbean have about 2,020 international airport-to-airport routes, substantially fewer than Western Europe’s 9,530 routes. Additionally, only 63% of international passengers in the region fly directly to their destinations, highlighting structural connectivity limitations. Guevara identified these connectivity gaps as a major challenge to the region’s travel and tourism growth, constraining competitiveness and access.
WTTC’s Six Priorities for Sustainable Growth
WTTC outlined six priorities for governments and the private sector to bolster tourism: facilitating safe and seamless travel, expanding air connectivity and diversifying markets, strengthening the workforce, enhancing crisis preparedness, attracting investment, and managing tourism growth responsibly. These aims respond to concerns over
declining international visitor spending and uneven market access across the Americas.
Messe Berlin Americas and ITB Americas Industry Role
Organized by Messe Berlin Americas, ITB Americas provides a new platform to connect tourism businesses across North, Central, South America, and the Caribbean. The inaugural event in Guadalajara seeks to build both regional industry legacies and economic benefits by fostering business interactions. Messe Berlin executives David Ruetz and Vicente Salas participated in the event opening. The future influence of ITB Americas will depend on its ability to translate global visibility into sustained business engagements and investment throughout the tourism sector.
