The first edition of ITB Americas took place from November 16 to 18, 2026, at Expo Guadalajara in Guadalajara, Mexico. The event gathered over 4,000 travel professionals and more than 300 exhibiting companies representing 61 countries. The three-day event facilitated approximately 10,000 pre-scheduled business meetings, highlighting the significant demand for a dedicated B2B marketplace uniting the travel markets of North, Central and South America, and the Caribbean.
International Participation and Hosted Buyer Program
Exhibitors and buyers came from more than 40 countries, with 80% of participating buyers originating from the Americas region. The remaining 20% represented international markets outside the Americas. The Hosted Buyer Program attracted
qualified travel professionals holding decision-making positions in over 95% of cases. This program enabled meaningful interaction between buyers and exhibitors across leisure, MICE, and corporate travel sectors.
Conference Attendance and Key Topics
The ITB Americas Conference attracted over 2,400 attendees and featured more than 100 speakers contributing to over 40 sessions. Industry leaders from organizations including the World Travel & Tourism Council (WTTC), Netflix, Expedia Group, and Amadeus delivered insights on trends affecting the region. Central topics covered artificial intelligence, digital transformation, adjustments in travel distribution models, destination marketing, sustainability, and changing traveler expectations.
Political and Media Presence Alongside Official Partner Country
The event welcomed a delegation of high-ranking political representatives, including government
ministers and senior officials, emphasizing tourism’s economic and diplomatic importance in the Americas. Around 100 media outlets were present to cover the event. Mexico acted as the Official Partner Country, showcasing its tourism diversity and its role in connecting travel markets across the Americas and beyond. Guadalajara hosted the event as a key business and cultural center in Mexico.
Notable Exhibitors: Airlines, Hospitality Groups, and Travel Companies
Major airline participants included United Airlines, Air Canada, and LATAM Airlines. Leading hospitality groups represented were Accor, Wyndham, Hilton, and RIU. Travel companies such as PriceTravel, Miki Travel, and Mega Travel also exhibited. The combination of global brands, regional leaders, and
emerging destinations created a comprehensive marketplace for travel industry professionals.
According to Vicente Salas Hesselbach, Vice President & Managing Director Americas at Messe Berlin, the event’s strong international participation and positive industry feedback confirmed the market’s readiness for a dedicated travel platform in the Americas. ITB Americas will return to Expo Guadalajara from November 16 to 18, 2027. Exhibitors can secure a 10% Early Bird discount until March 16, 2027, the opening day of ITB Berlin.
