ITB Americas 2026 took place from 10 to 12 November 2026 in Guadalajara, Mexico, featuring an exhibition with 70% of its space already booked. The event’s Hosted Buyer Program attracted confirmed buyers from more than 30 countries across all continents, establishing it as a significant Pan-American B2B travel marketplace.
International Buyer Representation and Hosted Buyer Program
The Hosted Buyer Program gathered senior decision-makers from outbound travel agencies, tour operators, OTAs, incentive travel agencies, travel advisors, corporate travel managers, group travel organizers, and specialists in FIT, adventure, and luxury travel. These professionals are responsible for sourcing and contracting travel products globally, reflecting the program’s aim to generate measurable
business opportunities by matching buyers’ purchasing profiles with exhibitors’ commercial goals.
Premier Buyer Network Strengthens Buyer Participation
This program is supported by the Premier Buyer Network, an exclusive partnership including CATO, ATTA, ASTA NY Metro Chapter, IGLTA, Expo Mayoristas, SITE Mexico, Evintra, AMDEMAC, ASTA Suncoast Metro Chapter, and GETLATAM. These partners ensure broad international buyer engagement and representation from key travel sectors, reinforcing ITB Americas’ reach to senior decision-makers.
Focus on Measurable Business Opportunities
Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin and organiser of ITB Americas, stated: “The response to our Hosted Buyer Program confirms that the industry is looking for a Pan-American business platform focused
on meaningful connections and measurable business opportunities.” He added, “We are bringing together highly qualified buyers whose profiles closely align with the commercial objectives of our exhibitors, creating valuable business opportunities from the very first edition of ITB Americas.”
Conference Themes and Structure
The exhibition was accompanied by the ITB Americas Conference, which featured over 40 sessions across six thematic tracks hosted on two stages. Session topics covered artificial intelligence, distribution, destination competitiveness, aviation, sustainability, hospitality, luxury travel, and emerging technologies, uniting travel leaders and industry experts in knowledge exchange.
Participation Figures and Registration
ITB Americas 2026 expected attendance exceeded 5,000 travel professionals worldwide, with approximately 80% from
the Americas and 20% from other international markets. Trade visitors were invited to register for the event, while hosted buyer applications remained open to qualified travel professionals aiming to join the inaugural edition.
Pan-American B2B Travel Marketplace
Positioned as the primary Pan-American B2B travel marketplace, ITB Americas connects the Americas region with global travel markets. The combined exhibition, Hosted Buyer Program, and conference create a comprehensive platform for business development, industry leadership, and future shaping within the travel sector.
