ITB Americas made its debut fully booked at Expo Guadalajara in Guadalajara, Mexico, from November 10 to 12, 2026. The inaugural event hosted 300 exhibiting companies representing more than 60 countries and regions.
Buyer Profile and Market Focus
Qualified buyers from over 40 countries attended ITB Americas, with 80% coming from the Americas region and 20% from outside. The buyer composition showed 75% specialized in leisure travel, 15% in meetings, incentives, conferences, and exhibitions (MICE), and 10% in corporate travel. Over 95% of buyers held decision-making roles.
Exhibitors Include Leading Airlines, Hotels, and Travel Companies
Exhibitors featured Pan-American destinations such as Mexico, Brazil, Peru, United States, Colombia, Costa Rica, Dominican Republic, Cuba, and
Nicaragua. European representation included Iceland, Norway, Denmark, and Slovenia. Exhibitors from Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New Zealand also participated.
Airlines at the event included United Airlines, Air Canada, Volaris, and LATAM Airlines. Hospitality groups present were Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente. Travel companies such as Price Travel, Miki Travel, and Mega Travel were among the exhibitors. Technology providers included Amadeus, SiteMinder, and RoomPriceGenie.
Conference Features Industry Leaders and Trend Discussions
The ITB Americas Conference hosted more than 100 speakers across over 40 sessions addressing travel industry dynamics. Major themes included artificial intelligence, evolving
distribution models, destination marketing, sustainability, and traveler expectations. Notable participants included leaders from the World Travel & Tourism Council (WTTC), Netflix, Expedia Group, and Amadeus.
Gloria Guevara, WTTC President & CEO, provided insights into tourism trends in the Americas. Olivier Ponti from Amadeus highlighted travel demand growth in Latin America, citing increases of 25% in Brazil, 22% in Colombia, and 15% in Mexico, supported by growing airline capacity.
Mexico as Official Partner Country and Guadalajara as Venue
Mexico served as the Official Partner Country for ITB Americas 2026, reflecting its status as a key international tourism destination. The diverse Mexican tourism sector spans cultural heritage, nature experiences, luxury, adventure
travel, and business events. Guadalajara welcomed the event as a major business and cultural center, hosting the region’s first ITB Americas exhibition.
Event Mission and Industry Context
Organized by Messe Berlin Americas, a Regional Member of WTTC and Associate Member of UN Tourism, ITB Americas aims to create a sustained B2B marketplace that connects travel markets across North America, Central America, South America, and the Caribbean. The event focuses on strengthening cross-border collaborations and expanding international partnerships.
David Ruetz, Senior Vice President at Messe Berlin, described the event as a platform combining the global reach of the ITB brand with an Americas-specific focus to unify
diverse travel markets and promote long-term industry development.
The event’s emphasis on travel technology and digital transformation showcased innovations in hospitality technology, distribution, payments, and travel management, featuring key technology providers including Amadeus, SiteMinder, and RoomPriceGenie.
