ITB Americas 2026 opened from November 10 to 12 in Guadalajara, Mexico, with a fully booked exhibition hosting 300 companies representing over 60 countries and regions. The event attracts qualified buyers from more than 40 countries, establishing a significant business-to-business marketplace focused on the Americas and beyond. Mexico serves as the Official Partner Country for this inaugural edition, emphasizing its tourism sector and strategic regional connectivity.
Diverse Exhibitor and Buyer Participation Across the Americas and Globally
The three-day event features an extensive roster of exhibitors including leading airlines such as United Airlines, Air Canada, Volaris, and LATAM Airlines. Prominent hospitality groups represented include Accor, Wyndham, Hilton, RIU, Hard Rock, Velas,
Brisas, and Grupo Presidente. Tour operators and travel companies like Price Travel, Miki Travel, and Mega Travel also participate. Pan-American destinations showcased include Mexico, Brazil, Peru, United States, Colombia, Costa Rica, Dominican Republic, Cuba, and Nicaragua. International destinations extend to Europe, Africa, Asia, and Oceania with Iceland, Norway, Denmark, Slovenia, Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New Zealand among the participants.
The Hosted Buyer Program draws qualified buyers from over 40 countries, with approximately 80% originating from the Americas and 20% from outside the region. Of these buyers, 75% specialize in leisure travel, 15%
in MICE (Meetings, Incentives, Conferences, and Exhibitions), and 10% in corporate travel. More than 95% are decision-makers, providing targeted opportunities for exhibitors to establish partnerships and expand business networks.
Conference Focuses on AI, Sustainability, and Industry Trends with Over 100 Speakers
The ITB Americas Conference runs alongside the exhibition with more than 100 speakers presenting across 40 sessions. Conference topics include artificial intelligence, evolving distribution models, destination marketing, sustainability, and traveler expectations. Key industry voices come from the World Travel & Tourism Council (WTTC), Netflix, Expedia Group, and Amadeus. The conference blends global insights with regional perspectives, emphasizing how technological innovation and sustainability shape the future of travel across the Americas.
Growing Market Demand and Strategic Expansion of ITB Brand
ITB
Americas responds to rising travel demand in the region, with growth rates highlighted by Brazil (+25%), Colombia (+22%), and Mexico (+15%). Expansion of airline capacity and increased interest in Caribbean destinations contribute to the market potential. The event leverages the established ITB global brand, creating a dedicated platform that connects North, Central, and South American markets with crossover international partners to strengthen regional business ties and promote cross-border collaboration.
Official Voices Emphasize Lasting Industry Impact
Senior Vice President of Messe Berlin, David Ruetz, framed the event as a platform to bring markets closer and facilitate sustained development in the Americas travel industry. Olivier Ponti from Amadeus
presented data on air connectivity growth and travel patterns confirming the region’s expanding tourism potential. Gloria Guevara, President and CEO of WTTC, provided insights on tourism trends within the Americas, underscoring the strategic relevance of this marketplace.
Technology and Industry Collaboration Highlighted by Messe Berlin Americas
Technology companies such as Amadeus, SiteMinder, and RoomPriceGenie exhibit solutions that support travel industry digitization and operational efficiency. ITB Americas attracts support from industry bodies including the Canadian Association of Tour Operators (CATO), American Society of Travel Advisors (ASTA), and Adventure Travel Trade Association (ATTA). Messe Berlin Americas holds membership roles with WTTC and UN Tourism, indicating its commitment to international cooperation and
the long-term development of the global travel sector.
