ITB Americas 2026 opened from November 10 to 12 at Expo Guadalajara in Guadalajara, Mexico, featuring 300 exhibiting companies representing more than 60 countries and regions. Mexico served as the Official Partner Country, underscoring its role as a key tourism destination in the Americas.
Organized by Messe Berlin Americas, the trade event sold out all exhibition space ahead of its inaugural edition. It included an international exhibition, a Hosted Buyer Program, and the ITB Americas Conference to facilitate business meetings and knowledge exchange among travel professionals across the Western Hemisphere.
David Ruetz, Senior Vice President of Messe Berlin, emphasized that
the event aims to create a lasting marketplace connecting travel markets in the Americas while fostering cross-border collaboration. He noted that the fully booked opening signals strong industry interest and the ambition to develop long-term travel industry growth in the region.
The exhibition showcased diverse participants including major airlines United Airlines, Air Canada, Volaris, and LATAM Airlines. Hospitality companies Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente also took part. Travel agencies such as Price Travel, Miki Travel, and Mega Travel were present, alongside multiple Pan-American destinations including Brazil, Peru, the United States, Colombia, Costa Rica, the
Dominican Republic, Cuba, and Nicaragua. European countries Iceland, Norway, Denmark, and Slovenia exhibited, as well as nations from Africa, Asia, and Oceania including Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New Zealand.
The Hosted Buyer Program attracted qualified buyers from over 40 countries, with 80% from the Americas and 20% from outside the region. Among the buyers, around 75% specialized in leisure travel, 15% in meetings, incentives, conferences, and exhibitions (MICE), while 10% focused on corporate travel. Over 95% of buyers were decision-makers, representing companies such as G Adventures, Trip.com, and Viajes El Corte Inglés.
The ITB Americas Conference featured more than 100 speakers across over 40 sessions under the theme “Travel Forward: Navigate What’s Next.” Industry leaders from the World Travel & Tourism Council (WTTC), Netflix, Expedia Group, and Amadeus explored topics including artificial intelligence, evolving distribution models, destination marketing, sustainability, and shifting traveler expectations.
Olivier Ponti, Director of Market Intelligence & Insights at Amadeus and ITB Americas Board of Experts member, presented data highlighting growth in Latin American travel markets with Brazil (+25%), Colombia (+22%), and Mexico (+15%). He pointed to increasing airline capacity and travel demand to Caribbean destinations as contributing factors
to the region’s tourism expansion.
Guadalajara, as host city, brought together international industry stakeholders in one of Mexico’s major business and cultural centers. Mexico highlighted its diverse tourism assets, including cultural heritage, nature-based experiences, luxury travel, adventure tourism, and business events, reflecting its strategic importance in connecting travel markets across the Americas.
