More than 4,000 travel industry professionals and over 300 exhibiting companies from 61 countries gathered at Expo Guadalajara, Mexico, for ITB Americas 2026. The inaugural event featured approximately 10,000 pre-scheduled business meetings over three days, drawing qualified buyers from more than 40 countries.
ITB Americas Conference Draws 2,400 Attendees and Over 100 Speakers
The ITB Americas Conference attracted upwards of 2,400 attendees alongside over 100 speakers who contributed to more than 40 sessions. The conference theme, “Travel Forward: Navigate What’s Next,” guided discussions that included organizations such as the World Travel & Tourism Council (WTTC), Netflix, Expedia Group, and Amadeus, focusing on industry trends like artificial intelligence, digital transformation, and
evolving traveler expectations.
Diverse Exhibitors Include Leading Airlines, Hotel Groups, and Travel Companies
Exhibitors represented destinations from the Americas, Europe, Africa, Asia, and Oceania. Notable airlines present included United Airlines, Air Canada, and LATAM Airlines. Leading hospitality groups featured Accor, Wyndham, Hilton, and RIU. Travel companies such as PriceTravel, Miki Travel, and Mega Travel also participated, offering a wide range of products and services to the marketplace.
Hosted Buyer Program Highlights Decision-Makers from 40+ Countries
The Hosted Buyer Program connected qualified buyers primarily from the Americas (80%) with international attendees (20%) from other regions. Over 95% of these buyers held decision-making roles, covering sectors like leisure travel, meetings, incentives, conferences and exhibitions (MICE), and corporate travel, enhancing the
event’s business orientation.
Mexico Partners Officially; Guadalajara Hosts Political and Media Attention
Mexico served as the Official Partner Country for the inaugural ITB Americas, underscoring its role in connecting travel markets across the Americas. The event attracted around 100 media outlets and high-ranking political representatives, including government ministers and senior public officials. Guadalajara, a major business and cultural hub, provided the venue, reinforcing its status in the international tourism industry.
Messe Berlin Confirms Event’s Role Fulfilling Industry Demand
Messe Berlin’s Vice President & Managing Director Americas, Vicente Salas Hesselbach, noted the event demonstrated the need for a dedicated marketplace uniting the Americas travel industry. He emphasized the strong participation, quality of business meetings, and positive feedback as
confirmation of the platform’s relevance, signaling plans to build on ITB Americas’ success.
Industry Trends Discussed; Next ITB Americas Scheduled for November 2027
Conference sessions addressed transformation through artificial intelligence in travel distribution and operations, rising air connectivity, evolving destination marketing strategies, and sustainability with a focus on nature-based and adventure tourism. ITB Americas 2027 is set for 16 to 18 November 2027 at Expo Guadalajara, with exhibitors able to access an Early Bird discount until 16 March 2027.
