ITB Americas 2026 opened from 10 to 12 November in Guadalajara, Mexico, presenting a fully booked event with 300 exhibiting companies representing more than 60 countries and regions. Qualified buyers from over 40 nations participated, underscoring the event’s international scale.
Exhibition and Conference Format Propel Industry Engagement
The event featured a structured Hosted Buyer Program connecting exhibitors with travel buyers, 80% of whom hailed from the Americas and 20% from outside the region. About 75% of buyers specialized in leisure travel, 15% in MICE, and 10% in corporate travel, with more than 95% serving as decision-makers. The ITB Americas Conference included over 100 speakers across 40 sessions,
focusing on business, technology and market trends.
Global Industry Representation Across Airlines, Hospitality and Destinations
Exhibiting airlines included United Airlines, Air Canada, Volaris, and LATAM Airlines. Hospitality groups Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente highlighted accommodation options. Travel companies such as Price Travel, Miki Travel, and Mega Travel also participated. Destinations from the Americas ranged from Mexico and Brazil to Colombia, Peru, and the Caribbean, while international participants came from Europe, Africa, and Asia.
Technology and Industry Segments Define Event Focus
Travel technology providers Amadeus, SiteMinder, and RoomPriceGenie showcased innovations in distribution, hospitality, payments, and digital customer experiences. The conference addressed topics including artificial intelligence, distribution models, destination marketing, sustainability,
and traveler preferences, representing major industry segments like leisure, luxury, adventure, corporate, and MICE travel.
Organizational Statements and Regional Context
According to Messe Berlin Americas Senior Vice President David Ruetz, the fully booked event marks a strong start in creating a lasting marketplace to advance the travel industry across the Americas. Mexico, as the Official Partner Country, was central to the event, reflecting its significance as a tourism hub connecting markets in the Western Hemisphere. Data presented highlighted travel growth in key Latin American markets: Brazil (+25%), Colombia (+22%), and Mexico (+15%).
