ITB Americas held its inaugural event in Guadalajara, Mexico, spanning three days in November 2026. The trade show attracted more than 4,000 professional attendees and featured over 300 exhibiting companies from 61 countries. Close to 10,000 pre-scheduled business meetings took place during the event, underscoring strong demand for a dedicated B2B marketplace connecting North, Central, and South American travel markets.
ITB Americas Conference Attracts Global Industry Leaders
The ITB Americas Conference drew upward of 2,400 delegates who participated in over 40 sessions led by more than 100 speakers. Representatives from the World Travel & Tourism Council, Netflix, Expedia Group, and Amadeus provided industry insights. Conference discussions examined
key themes including artificial intelligence, digital transformation, and evolving traveler expectations as drivers shaping the region’s travel sector.
Hosted Buyer Program Brings Senior Decision Makers
The Hosted Buyer Program involved qualified buyers from over 40 countries, with 95% holding decision-making roles. About 80% of these buyers came from the Americas region, while 20% represented markets outside the hemisphere. Their expertise spanned leisure, corporate, and MICE travel segments, facilitating high-level engagement and new commercial partnerships at the event.
Diverse Exhibitor Base Represents Airlines, Hospitality and Travel Companies
Exhibitors represented a broad geographic spread across the Americas and beyond, including Mexico, Brazil, Peru, the United States, and the Dominican Republic, along with international participants from Norway, Egypt, South
Africa, and Thailand. Major airlines such as United Airlines, Air Canada, and LATAM Airlines participated. Hospitality groups on site included Accor, Wyndham, Hilton, and RIU, alongside travel companies like PriceTravel, Miki Travel, and Mega Travel.
Mexico Hosts as Official Partner Country; Next Event Scheduled for 2027
Mexico served as the official partner country for ITB Americas 2026, highlighting its role as a key tourism destination in the Americas. The event was hosted at Expo Guadalajara, a prominent business and cultural hub. Vicente Salas Hesselbach, Vice President & Managing Director Americas at Messe Berlin, affirmed that the event successfully created a unified marketplace for the Americas travel sector. ITB Americas will return
to Guadalajara from 16 to 18 November 2027, with exhibitors able to claim a 10% Early Bird discount if booked by 16 March 2027.
Industry Discussions Emphasize Digital Innovation and Sustainable Travel
Conference sessions emphasized digital transformation as a major driver in the travel industry, covering AI’s role in improving distribution and customer experience. Discussions also highlighted connectivity growth within the Americas and the rise of sustainability, nature-based tourism, and adventure travel as emerging trends. These topics demonstrated the event’s focus on innovation and regional collaboration.
Extensive Media Presence and Political Engagement
Around 100 media outlets covered ITB Americas 2026, ensuring wide publicity. The event also hosted senior political figures, including government ministers, reflecting
tourism’s increasing importance as a regional economic driver. This political engagement reinforced international cooperation opportunities within the Americas travel market.
