ITB Americas 2026 will take place from 10 to 12 November in Guadalajara, Mexico, with 70% of its exhibition space already reserved. Organised by Messe Berlin, the event combines exhibition, hosted buyer program, and conference to create a comprehensive travel trade marketplace.
Hosted Buyer Program Attracts Diverse Global Buyers
The Hosted Buyer Program has confirmed participation from buyers representing more than 30 countries across all five continents. The program targets senior decision-makers whose purchasing profiles align with the commercial goals of participating exhibitors. Confirmed buyer categories include outbound travel agencies, tour operators, online travel agencies (OTAs), incentive travel agencies, travel advisors, international corporate travel managers, group travel
organisers, FIT specialists, adventure travel planners, luxury travel specialists, and other global travel professionals.
Premier Buyer Network Supports Buyer Participation
The Hosted Buyer Program is supported by the Premier Buyer Network, which brings strategic industry organisations together to expand the international buyer reach and guarantee senior buyer attendance. Members of the Premier Buyer Network include the Canadian Association of Tour Operators (CATO), Adventure Travel Trade Association (ATTA), ASTA NY Metro Chapter, International Gay & Lesbian Travel Association (IGLTA), Expo Mayoristas, SITE Mexico, Evintra, AMDEMAC, ASTA Suncoast Metro Chapter, and GETLATAM.
Industry Leadership Behind the Program
Vicente Salas Hesselbach, Vice President & Managing Director Americas at Messe Berlin, said the Hosted Buyer
Program has generated a strong response, affirming that the industry seeks a Pan-American platform fostering meaningful connections and tangible business outcomes. He added that the event’s focus is on assembling highly qualified buyers whose profiles closely match exhibitors’ commercial objectives to create immediate business opportunities from this first edition.
Exhibition and Conference Details
With 70% of the exhibition footprint booked, ITB Americas 2026 gathers destinations, hotel chains, airlines, travel technology firms, and tourism organisations primarily from the Americas. The accompanying ITB Americas Conference will present over 40 sessions across six thematic tracks and two stages, addressing subjects such as artificial intelligence, distribution methods, destination
competitiveness, aviation, sustainability, hospitality, luxury travel, and emerging technologies. The event expects more than 5,000 travel professionals globally, with 80% from the Americas and 20% from other international markets.
Positioning as the Leading Pan-American B2B Marketplace
ITB Americas aims to establish itself as the foremost Pan-American B2B travel marketplace linking the Americas with global markets. By integrating a high-value exhibition, a targeted Hosted Buyer Program, and a robust conference, ITB Americas facilitates business development, sector knowledge exchange, and leadership within the international travel trade sector.
