ITB Americas is set to hold its inaugural travel trade show at Expo Guadalajara, Mexico, from 10 to 12 November 2026, with venue occupancy already reaching 85 percent ahead of the event.
Organized by Messe Berlin Americas, the event will feature nearly 300 confirmed exhibitors including 77 main exhibitors and 220 co-exhibitors representing 61 countries and regions. The exhibitors span a broad geographic reach covering North America, Central America, the Caribbean, South America, Europe, Asia Pacific, Africa, and the Middle East.
Diverse Industry Participation
Major airline participants include United Airlines, Air Canada, Volaris, LATAM Airlines, Trenitalia, and Rovos Rail, alongside vehicle rental companies
National/Enterprise, ACE, and AVASA. Hospitality companies confirmed include Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, Grupo Presidente, Ishin Hotels Group, and Arriva Hospitality Group.
Travel technology providers such as Amadeus, SiteMinder, Lighthouse, Dharma, Emburse, Pliant, Canary Technologies, TripMatrix, Priority Pass by Collinson, and RoomPriceGenie will also be present. Tour operators and travel companies represented include Price Travel, Miki Travel, Norte 19, Collinson Group, Mega Travel, Kavaya The Poetry of Travel, Vacations To Go Travel, Dunas Travel, Exotic Tours and Travel, Moon River Tours, Ibero Japan, Restel Hotels, Topena, Tour Plan, and Corsini Travel & Tourism.
Hosted Buyers and Partner Networks
The Hosted Buyer Program
will attract buyers from over 41 countries, with approximately 75 percent coming from the Americas and 25 percent from other global markets. Buyer categories include 75 percent leisure travel, 15 percent meetings, incentives, conferences, and exhibitions (MICE), and 10 percent corporate travel. More than 95 percent of buyers are decision-makers, including tour operators, travel agencies, online travel agencies (OTAs), wholesalers, travel advisors, incentive travel specialists, corporate travel managers, and luxury and adventure travel experts.
Premier Buyer Network partners supporting the event include the Caribbean Association of Tour Operators (CATO), the American Society of Travel Advisors (ASTA) New York Metro and
Suncoast Chapters, the International LGBTQ+ Travel Association (IGLTA), Expo Mayoristas, the Society for Incentive Travel Excellence (SITE) Mexico, EVINTRA, the Mexican Association of Destination Management Companies (AMDEMAC), GETLATAM, and the Adventure Travel Trade Association (ATTA).
Mexico’s Role and Industry Alliances
Mexico has been named the Official Partner Country of ITB Americas’ first edition, emphasizing its central role in the region’s travel market. The event also maintains a partnership with the World Travel & Tourism Council (WTTC), with Messe Berlin Americas holding WTTC Regional Membership and Associate Membership of UN Tourism. This link aligns the event with ongoing global efforts to advance the travel and tourism
sector.
Conference Program and Speakers
The ITB Americas Conference will host 40 sessions featuring 71 confirmed speakers from diverse sectors including destinations, airlines, hospitality, travel technology, sustainability, and tourism research. Topics covered will range from market trends and AI to regenerative tourism, distribution, hospitality, aviation, MICE, luxury and adventure travel, travel payments, and tourism’s future in the Americas.
Notable speakers confirmed include Enrique de la Madrid, former Secretary of Tourism of Mexico; Olivier Ponti and Alex Gerdts of Amadeus; Pierre Vandoorne from Netflix; Salim Arkuch from Expedia; Lourdes Hainlin from Forbes Travel Guide; Iliana Rodriguez from Xcaret; Andrew Beckmann from Stripe; Samantha Couture from
G Adventures; and Mariana Aldrigui from Universidade de Sao Paulo.
Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin, indicated that the high exhibitor count shows growing momentum for ITB Americas as the new continental meeting point. He noted the event offers trade visitors three days with international suppliers, key business contacts, market insights, and a program focused on future travel industry trends.
