ITB Americas 2026 has secured 85% occupancy of its exhibition space with nearly 300 companies confirmed as exhibitors and co-exhibitors for its inaugural event. The Pan-American B2B travel trade show will take place from 10 to 12 November 2026 at Expo Guadalajara, Mexico, marking the first edition of the event.
Exhibition Scope and Participation
The event, organized by Messe Berlin Americas, brings together 61 countries and regions, spanning North America, Central America, South America, the Caribbean, Europe, Asia Pacific, Africa, and the Middle East. The exhibitor roster consists of approximately 77 main exhibitors and 220 co-exhibitors representing 35 countries. Participating countries include Brazil, Mexico,
USA, Dominican Republic, Iceland, Norway, Denmark, Japan, South Africa, Colombia, Thailand, Slovenia, Costa Rica, Cuba, Nicaragua, Vietnam, Korea, China, and New Zealand among others.
Among the confirmed exhibitors are United Airlines, Air Canada, Volaris, LATAM Airlines, Trenitalia, Rovos Rail, and National/Enterprise. Hospitality brands such as Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, Grupo Presidente, Ishin Hotels Group, and Arriva Hospitality Group will also participate. Travel technology companies include Amadeus, SiteMinder, Lighthouse, Dharma, Emburse, Pliant, Canary Technologies, TripMatrix, Priority Pass by Collinson, and RoomPriceGenie.
Hosted Buyer Program and Buyer Profile
The Hosted Buyer Program features buyers from over 41 countries, with approximately 75% coming from the
Americas and 25% from other global regions. The buyer composition includes 75% leisure travel, 15% meetings, incentives, conferences and exhibitions (MICE), and 10% corporate travel. More than 95% of buyers are decision-makers, including tour operators, travel agencies, online travel agencies (OTAs), wholesalers, travel advisors, incentive travel specialists, corporate travel managers, and specialists in luxury and adventure travel.
Buyer companies represented at ITB Americas include G Adventures, Intrepid Travel, TUI Musement, Trip.com, GetYourGuide, Audley Travel, EF Education First, CVC Corp, Grupo Viajes El Corte Ingles, Abreu, Yanolja Go Global, and kimkim. Industry associations such as the Caribbean Association of Tour Operators
(CATO), American Society of Travel Advisors (ASTA), International LGBTQ+ Travel Association (IGLTA), and Society for Incentive Travel Excellence (SITE) Mexico are also partners in the buyer network.
Partnerships and Conference Program
Mexico is the Official Partner Country of the first edition, positioning the nation centrally within the Americas travel market. ITB Americas also has a partnership with the World Travel & Tourism Council (WTTC). Messe Berlin Americas holds membership with WTTC and UN Tourism, aligning the event with a global commitment to advancing the travel and tourism sector.
The ITB Americas Conference complements the exhibition with 40 sessions and 71 confirmed speakers. Topics include
artificial intelligence, sustainability, regenerative tourism, market trends, distribution, destination development, hospitality, aviation, luxury and adventure travel, and travel payments. Notable confirmed speakers include Pierre Vandoorne of Netflix, Lourdes Hainlin from Forbes Travel Guide, Salim Arkuch of Expedia, Enrique de la Madrid, and Olivier Ponti of Amadeus.
Event Access and Registration
Trade visitor registration is open, with a current offer providing a USD 15 discount on the three-day pass. Accredited media receive complimentary access to the entire ITB Americas Conference program, enabling direct engagement with industry leaders and in-depth coverage of the travel trade event.
Vicente Salas Hesselbach, Vice President and Managing Director Americas of
Messe Berlin, emphasized the significance of the event’s strong exhibitor participation, highlighting its role as a new meeting place for the travel industry across the Americas that offers access to suppliers, qualified contacts, market insights, and a conference focused on future travel trends.
