ITB Americas 2026 officially opened on November 10 at Expo Guadalajara in Guadalajara, Mexico, marking its inaugural edition as a fully booked B2B marketplace. The event features 300 exhibiting companies from more than 60 countries and regions, alongside qualified buyers from over 40 countries. The three-day trade show runs through November 12 and connects travel markets across the Americas and beyond.
Mexico serves as the Official Partner Country, emphasizing its role in linking travel markets within the region. The ITB Americas Conference runs concurrently with the exhibition, presenting over 100 speakers across more than 40 sessions. The conference theme, “Travel
Forward: Navigate What’s Next,” addresses industry trends such as artificial intelligence, distribution models, destination marketing, sustainability, and traveler behavior changes.
The event features a qualified Hosted Buyer Program facilitating targeted B2B meetings. Buyers from more than 40 countries attend, with 80% originating from the Americas and 20% from international markets. Buyer specialization includes 75% leisure travel, 15% meetings, incentives, conferences, and exhibitions (MICE), and 10% corporate travel. Major airlines represented include United Airlines, Air Canada, Volaris, and LATAM Airlines. Hospitality groups present include Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente. Travel companies such as Price Travel,
Miki Travel, and Mega Travel also participate.
Key speakers include Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC), and Olivier Ponti, Director of Market Intelligence & Insights at Amadeus. Ponti provided data on the Americas’ air connectivity and travel demand outlook, highlighting growth in Latin American markets such as Brazil (+25%), Colombia (+22%), and Mexico (+15%). David Ruetz, Senior Vice President of Messe Berlin, stated that ITB Americas aims to foster stronger market connections in the region and build a lasting marketplace for travel industry development.
Technological innovation is prominently featured at the event, with
exhibitors such as Amadeus, SiteMinder, and RoomPriceGenie showcasing solutions across hospitality technology, distribution, and digital customer experiences. ITB Americas is organized by Messe Berlin Americas, a Regional Member of WTTC and Associate Member of UN Tourism, reflecting its commitment to international travel industry collaboration. Guadalajara’s hosting role highlights its position as a key business and cultural hub in Mexico for the Americas travel sector.
