ITB Americas 2026 took place at Expo Guadalajara in Guadalajara, Mexico, from November 10 to 12. The inaugural event featured 300 exhibiting companies representing more than 60 countries and regions, with exhibition space fully sold out.
The trade show attracted qualified buyers from over 40 countries. The Hosted Buyer Program comprised 80% participants from the Americas and 20% from other regions, with 75% specializing in leisure travel, 15% in meetings, incentives, conferences and exhibitions (MICE), and 10% in corporate travel. Over 95% of the buyers held decision-making positions. The event included major players from the Americas such as Mexico, Brazil,
Peru, the United States, Colombia, Costa Rica, the Dominican Republic, Cuba, and Nicaragua, alongside international participants from Europe, Africa, Asia, and Oceania, including countries like Iceland, Norway, Denmark, Slovenia, Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New Zealand.
Conference Program and Industry Participation
The ITB Americas Conference featured more than 100 speakers across over 40 sessions. Discussions addressed topics such as artificial intelligence, travel distribution models, destination marketing, sustainability, and traveler expectations. Speakers came from prominent organizations including the World Travel & Tourism Council (WTTC), Netflix, Expedia Group, and Amadeus. Leading travel technology providers like Amadeus, SiteMinder, and RoomPriceGenie showcased
innovations in hospitality technology, distribution, payments, and digital customer experiences.
Key airline exhibitors included United Airlines, Air Canada, Volaris, and LATAM Airlines. Hospitality groups represented were Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente. Travel companies present included Price Travel, Miki Travel, and Mega Travel. The Hosted Buyer Program involved companies such as G Adventures, Trip.com, and Viajes El Corte Inglés.
Official Partnership and Industry Context
Mexico served as the Official Partner Country for ITB Americas 2026, highlighting its role as a major international tourism destination and gateway within the Americas. The event, organized by Messe Berlin Americas, aligns with its position
as a Regional Member of the WTTC and Associate Member of UN Tourism, supporting ongoing international tourism cooperation.
David Ruetz, Senior Vice President of Messe Berlin, described ITB Americas as a platform designed to integrate the diverse travel markets of the Americas and connect them globally. Olivier Ponti, Director of Market Intelligence & Insights at Amadeus, presented data detailing growing travel demand in Latin American markets such as Brazil (up 25%), Colombia (up 22%), and Mexico (up 15%), along with expanding airline capacities and rising interest in Caribbean destinations.
Event Background and Objectives
ITB Americas was created to meet the need for a dedicated
B2B marketplace that strengthens cross-border collaboration across North, Central, and South America as well as the Caribbean. By facilitating direct business meetings and partnerships, the event aims to foster long-term development within the travel industry across the Western Hemisphere.
The fully booked inaugural edition in Guadalajara manifests strong industry demand for a centralized platform connecting diverse travel markets in the Americas and beyond. Emphasizing innovation, connectivity, and sustainable growth, ITB Americas intends to serve as a lasting forum for expanding networks and driving business across the region.
