ITB Americas 2026 held its inaugural event in Guadalajara, Mexico, from November 10 to 12, fully booking 300 exhibiting companies representing more than 60 countries and regions. The trade show took place at Expo Guadalajara and attracted qualified buyers from over 40 countries. The event combined an international exhibition, a Hosted Buyer Program, and a conference addressing key industry issues.
Exhibitor and Buyer Participation Across Americas and Beyond
The trade show showcased a diverse exhibitor base from the Americas, Europe, Africa, and Asia-Pacific. Airlines such as United Airlines, Air Canada, Volaris, and LATAM Airlines were represented. Hospitality brands including Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and
Grupo Presidente exhibited.
Travel companies Price Travel, Miki Travel, and Mega Travel participated alongside technology providers like Amadeus, SiteMinder, and RoomPriceGenie, demonstrating the event’s broad industry reach. The 300 exhibitors spanned over 60 countries, reflecting strong global engagement.
Hosted Buyer Program Focuses on Decision-Makers from the Americas
The Hosted Buyer Program featured buyers predominantly from the Americas, comprising 80% of participants, with the remaining 20% from other regions. Over 95% held decision-making roles. Market segments included 75% specializing in leisure travel, 15% in meetings, incentives, conferences and exhibitions (MICE), and 10% in corporate travel.
Buyers represented leading companies such as G Adventures, Trip.com, and Viajes El Corte Inglés. The
program was supported by industry organizations including the Canadian Association of Tour Operators (CATO), American Society of Travel Advisors (ASTA), and Adventure Travel Trade Association (ATTA).
Conference Spotlighted Trends in AI, Distribution, and Sustainability
The ITB Americas Conference featured over 100 speakers across more than 40 sessions focused on topics shaping the travel sector. Discussions addressed artificial intelligence, evolving travel distribution models, destination marketing, sustainability, and changing traveler expectations.
Notable contributions came from Gloria Guevara, President & CEO of the World Travel & Tourism Council (WTTC), who spoke about tourism in the Americas. Olivier Ponti from Amadeus presented forecasts showing growth in Latin American travel markets including Brazil
(+25%), Colombia (+22%), and Mexico (+15%).
Mexico’s Role as Official Partner and Guadalajara’s Hosting
Mexico served as the Official Partner Country, emphasizing its strategic role connecting travel markets across the Americas. Guadalajara, a major business and cultural hub, hosted the event at Expo Guadalajara, welcoming global industry participants to the premiere edition of ITB Americas.
Messe Berlin Americas, the event organizer, is a Regional Member of WTTC and Associate Member of UN Tourism, underscoring its international collaboration commitment.
Expanding ITB’s Reach and Industry Ambitions
David Ruetz, Senior Vice President of Messe Berlin, described ITB Americas as a platform created to unite the diverse travel markets in the Americas and connect them globally. The fully
booked event marked a strong industry response, with ambitions to develop a lasting marketplace that supports regional travel industry growth long-term.
The event places emphasis on digital transformation and travel technology innovations, seen as drivers for competitiveness and customer experience improvements. Technology exhibitors such as Amadeus, SiteMinder, and RoomPriceGenie presented innovations across hospitality technology and travel management.
