The inaugural ITB Americas travel trade event took place from November 10 to 12, 2026, at Expo Guadalajara in Mexico. Organized by Messe Berlin Americas, the conference featured 300 exhibiting companies from over 60 countries and regions, alongside qualified buyers representing more than 40 countries. The official opening ceremony included notable attendees such as WTTC President and CEO Gloria Guevara, Mexico 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.
At ITB Americas 2026, WTTC
presented research forecasting that the travel and tourism sector in the Americas will contribute $3.54 trillion to regional GDP in 2026, a slight increase from $3.5 trillion in 2025. This sector accounted for 8.6% of the regional economy in 2025 and supported 51.2 million jobs. Employment in the sector is expected to rise to 52.1 million jobs in 2026. Domestic visitor spending within the Americas is forecast to increase by 1.9% to reach $2.09 trillion, while international visitor spending is projected to decline by 2%.
Connectivity and Spending Challenges in Latin America and the Caribbean
WTTC highlighted limited direct air connectivity as a significant challenge constraining tourism growth in Latin
America and the Caribbean. The region has approximately 2,020 international airport-to-airport routes, compared with 9,530 routes in Western Europe. Only 63% of international passengers in Latin America and the Caribbean travel directly to their destinations, suggesting structural barriers to efficient air travel. Declining international visitor spending is an additional challenge despite strong demand for travel in the region.
Regional Tourism Statistics and Market Insights
Mexico ranks as the fourth-largest global market for leisure tourism spending, with expenditures totaling $237.6 billion. In 2026, Americans are expected to undertake approximately 150 million outbound trips, with Mexico remaining the top international destination for U.S. travelers. The geographic scope of
ITB Americas covers North, Central, and South America as well as the Caribbean, regions that are interconnected through this new platform for tourism business networking and industry development.
Official Statements and WTTC Priorities
During the opening ceremony, Gloria Guevara described ITB Americas as “a new chapter in the history of tourism in Mexico and across the continent” and called it “a great opportunity to build a legacy for the tourism industry.” She noted that travel and tourism represent nearly 10% of global GDP, emphasizing the event’s role in generating economic and social benefits through expanded business opportunities. Guevara underscored the importance of air connectivity, investment,
and government cooperation for regional tourism growth. “Travel and Tourism represents almost 10% of global GDP, and this is where ITB Americas takes on special relevance,” she said.
The WTTC outlined six priorities for governments and the private sector to support sustainable tourism growth in the Americas: facilitating safe and seamless travel, expanding connectivity and diversifying markets, strengthening the workforce, improving crisis preparedness, attracting investment, and managing responsible tourism growth.
