ITB Americas 2026 launched in Guadalajara, Mexico on November 10, 2026, featuring 300 exhibiting companies from more than 60 countries and regions. The event, held at Expo Guadalajara through November 12, marked a fully booked premiere with Mexico as the Official Partner Country.
Exhibition Scale and Geographic Representation
The trade show attracted exhibitors from destinations across the Americas including Mexico, Brazil, Peru, the United States, Colombia, Costa Rica, the Dominican Republic, Cuba, and Nicaragua. Participation extended internationally to European countries such as Iceland, Norway, Denmark, and Slovenia, and further to Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New Zealand.
Key
airlines represented included United Airlines, Air Canada, Volaris, and LATAM Airlines. Leading hospitality groups on the show floor were Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente. Tourism and travel companies Price Travel, Miki Travel, and Mega Travel also exhibited.
Organizers and Conference Program
Messe Berlin Americas organized the event to create a B2B travel marketplace connecting North, Central, and South American markets with the Caribbean and beyond. The three-day agenda combined an international exhibition with a conference featuring over 100 speakers and 40 sessions. Themes included artificial intelligence, distribution strategies, destination marketing, sustainability, and evolving traveler behavior under the conference
title, “Travel Forward: Navigate What’s Next.”
Hosted Buyer Program and Industry Participation
The Hosted Buyer Program brought qualified buyers from over 40 countries, with 80% originating from the Americas and 20% from other global markets. Buyer specialization leaned heavily toward leisure travel at 75%, with MICE accounting for 15%, and corporate travel 10%. More than 95% of buyers were senior decision-makers. Participating buyers represented companies such as G Adventures, Trip.com, and Viajes El Corte Inglés. Industry associations supporting the program included the Canadian Association of Tour Operators, the American Society of Travel Advisors, and the Adventure Travel Trade Association.
Technology Focus and Travel Industry Trends
Technology providers showcased innovations in hospitality technology,
distribution, payment solutions, and digital customer experience. Notable tech exhibitors included Amadeus, SiteMinder, and RoomPriceGenie. The event highlighted the accelerating role of digital transformation in enhancing competitiveness within the Latin American travel sector, where markets such as Brazil (+25%), Colombia (+22%), and Mexico (+15%) showed strong growth.
Industry leaders emphasized the need for better connectivity and cooperation across the Americas, with Mexico’s role as Official Partner Country underscoring its significance as both a tourism destination and regional hub. Messe Berlin’s strategic alliances with entities like the World Travel & Tourism Council and UN Tourism underscored its commitment to fostering long-term
development and collaboration across the sector.
