The World Travel & Tourism Council (WTTC) participated in the first ITB Americas event held from November 10 to 12, 2026, at Expo Guadalajara, Mexico. The event assembled 300 exhibiting companies from over 60 countries and qualified buyers from more than 40 countries, establishing a new international platform focused on the Americas tourism sector.
Tourism’s Economic Impact in the Americas
WTTC President and CEO Gloria Guevara reported that the travel and tourism sector is forecasted to contribute $3.54 trillion to the Americas’ economy in 2026, up from $3.5 trillion in 2025. The industry supported 51.2 million jobs in 2025, with expectations of 52.1 million jobs in
2026. Domestic visitor spending is anticipated to rise by 1.9 percent to $2.09 trillion, while international visitor spending is projected to decline by 2 percent during the same period.
Limited Air Connectivity Impedes Regional Tourism Growth
Guevara highlighted structural challenges within Latin America and the Caribbean’s aviation network, noting the region has about 2,020 international airport-to-airport routes compared to 9,530 in Western Europe. Approximately 63 percent of international passengers in Latin America and the Caribbean can fly directly to their destinations, indicating connectivity gaps that may constrain tourism expansion.
Event Opening and Remarks from WTTC CEO
The official opening featured Gloria Guevara alongside Mexico’s Tourism Secretary Josefina Rodríguez Zamora, Jalisco Governor Pablo Lemus, Jalisco
Tourism Secretary Michelle Fridman, Messe Berlin Senior Vice President David Ruetz, and Vicente Salas, Vice President and Director for the Americas at Messe Berlin. 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 wished participants success in strengthening the tourism sector and building a future legacy.
WTTC’s Six Priorities for Tourism Development
At the event, WTTC outlined six key priorities for governments and the private sector to promote sustainable tourism growth: facilitating safe and seamless travel; expanding connectivity and diversifying markets; strengthening the travel workforce; enhancing crisis preparedness; attracting investment; and responsibly managing tourism expansion.
Mexico’s Role and American Outbound Travel
Mexico ranks as the world’s fourth-largest market for leisure tourism spending, with $237.6 billion. Americans are projected to take roughly 150 million outbound trips in 2026, with Mexico remaining their
leading international destination, according to Guevara’s presentation.
ITB Americas’ Strategic Objectives
Organized by Messe Berlin Americas, ITB Americas aims to serve as a dedicated marketplace for tourism business development across North, Central, and South America, as well as the Caribbean. The event also seeks to enhance Guadalajara and Mexico’s profile as an international business destination. WTTC projections reveal a tension where overall economic contributions from tourism grow, but international visitor spending declines—a dynamic that underscores challenges around air access and equitable benefits for smaller businesses and emerging destinations. The success of ITB Americas will depend on its ability to foster durable commercial relationships and
investment in the regional tourism economy.
